How Do Network Effects Influence Users on Social Media Platforms Like TikTok?

The short video business has started to grow due to the rapid development of the Internet in the modern world. The primary goal of this research is to examine how network interests influence user behaviour on platforms like TikTok. We carried out this kind of research since most studies on the Internet have concentrated on the overall consequences of network effects on the platform rather than the particular behavioural effects they have on individuals. The data presented in this paper indicates that as more people sign up for TikTok, more works will be posted there, leading to a significant increase in user communication and platform consumption. The literature review method is used in this study first, and two analysis techniques are then used to examine the history of network effects on platform expansion. Using descriptive data analysis as the first method, we will assess network effects that impact customer acquisition and retention through empirical means. Secondly, we employed predictive analytics to create a time series model, find specific changes in platform data over time, and ensure the prediction model accounts for various scenarios and clientele. In the end, we discovered that network advantages greatly impacted how users behave on the platform. Platforms can become more competitive by better-developing user acquisition and retention strategies and knowing how network effects impact user growth.