New Research Highlights the Disruptive Nature of TikTok

A new research conducted by students at a private school’s business school in Oklahoma has delved into the features of what has been described as the new social media giant, TikTok. This study explores how the platform was able to carve a niche for itself in the digital space. Titled “The Rise Of TikTok: A Case Study Of The New Social Media Giant,” the work was done by Dr. Daryl D. Green, Dr. Xanshunta L Polk, Josh Arnold, Chloe Chester, and Jay Matthews.

Social media has undoubtedly changed the way people communicate across the globe as well as the mode of customer engagement across industries. The concept has created a platform for a seamless connection between millions of people, irrespective of gender, location, or age group. However, a new kid on the bloc seems to have other ideas, as substantiated by the unimaginable feat achieved by TikTok in recent times, as highlighted by a study done by these researchers.  Dr. Green explains, “Our research team of faculty and students wanted to better understand the social media platform of TikTok so that we can see possible applications in the business community.”

Dr. Green and his team highlighted the following critical points about TikTok:

  • TikTok should use the power of influencers to their advantage through collaboration for better understanding of trends and culture.
  • The development of a new management team should include censorship specialists to effectively monitor and lobby varying regulations.
  • TikTok influencers can use disruptive marketing to advance from a micro-influencer to a macro-influencer while the platform requires them to create digital customer surveys for feedback.

The growth of TikTok has been astronomical, to say the least, from just about 55 million active users as at January 2018 to over 1 billion monthly users as of September 2021, according to a recent report published by Statista. The study is particularly unique, as it delves into the social media industry in a way that most people have failed to consider.

In closing, this case study was significant during Covid-19 because the research will assist future scholars and practitioners with social media platforms like TikTok in the digital economy.

This research can be found at:

 If you would like more information about this research or to interview these researchers, please contact Dr. Green at or visit

© 2022 by D. D. Green

About Dr. Daryl Green:

Dr. Daryl Green provides consulting, guidance, and management training for today’s small businesses. He is a business professor operating a small business in Oklahoma. He has assisted over 100 organizations across the globe with marketing and management problems. If you would like more information about this article or business assistance, please contact Dr. Green at or visit