Papers on International Management

Introduction

The aim of the project was to investigate the progress of Tik Tok's international development. The purpose is also to analyze the limitations and challenges of Tik Tok in the international market. Tik Tok, as China's first application to successfully enter the international market, has experienced many tests in its strategy and process. The value of the project will be derived from Tik Tok's strategy, which will affect more applications and other industries to the international market. The challenges Tik Tok faces will also be the test of the internationalization process of the application industry in the future.

In order to discover and analyze insights about the latest trends in Tik Tok and other social media applications, the methodology of this article has chosen a mixed qualitative and quantitative approach. The qualitative method uses questionnaire surveys of users, while the quantitative method uses interviews to interview Bytedance's executives on the current and future development of Tik Tok.

Globalization has converted the world into an integrated place. This new phase of the world has opened many new paths for businesses. Now people do not really belong to one place, they belong to every place and every place belong to all the people.

The world is a shared resource among people and companies. The process of globalization has transformed the global economy. In such circumstances organizations have to make critical decisions about expanding their business out of their home country. The first wave of globalization started after the end of the Second World War in 1945 and it kept on increasing in years to come but the recent wave of globalization is supported by technological changes. During the last decades of the 20th century, the world was introduced to computers for commercial purpose and personal purpose followed by introduced of internet. The Internet truly connected the whole world into one entity but the people to people connection came with social media platforms. The strongest wave of globalization which has converted the whole world into one entity in its true meaning is enabled by social media platforms. Many connect the new form of globalization with commercialized personal computers and the internet and they are right but the real change came with the introduction of social media. Social media platforms change how the world interacted with each other previously.

Online Streaming or online entertainment has introduced the world with a new face of possibility. Whether online streaming services or social media platforms, the United States has been the leading country in technological giants controlling the new wave of globalization enabled by online entertainment. But this monopoly is being challenged by China.

China has a hyper-competitive environment of social media platforms and online entertainment in general. The country introduced the strategy of confinement in the early years of social media where no outside platform is allowed to operate in china so the country developed its own platforms for social networking and streaming services. China has more than 116 live broadcasting mobile applications (Hemsley, 2018). This number is way bigger than a number of applications in the United States. But the USA was also able to put constraints on Chinese applications for time being but Tik Tok has made the exception.

Tik Tok，a new social media application introduced by Chinese company Bytedance has taken over the world with its most number of installs in 2018 and 2019. It is placed at 7th position in the list of most downloaded mobile application of the decade. With the new approach and its generic strategies, Tik Tok has introduced the concept of internationalization. The reason why Tik Tok can quickly acquire users after its launch has quickly become the top download app in many countries. One of the important factors is that Tik Tok is a sample of the Chinese version of "Tik Tok", which is already in China. The market has undergone a long-term training process. After the "Tik Tok" went online in the Chinese market, it has carried out many upgrades and optimisations and expanded its functional business. Its technical structure, brand image, product positioning and operation methods have been relatively mature.

After Tik Tok entered the overseas market, it relied on "Tik Tok" to lay a solid foundation. As a mature and popular application entering the overseas market, Tik Tok is relatively easier to gain the favor of international users. In addition, Tik Tok entered the overseas market with a new short video application as a new type of mature application in the application session. As a representative of short video, Tik Tok developed from China to other countries. As we all know, Tik Tok has become the most popular social media platform for Chinese millennials (Patrick, 2018). This entertainment-oriented platform has successfully realized an immersive user experience and stimulation mechanism.

Tik Tok is also constantly developing new features. Tik Tok relies on the development of mature features of China's "Tik Tok". For example, China's "Tik Tok" features include live broadcast, e-commerce, social networking, and minor protection. These functions are also currently fully developed and tested by Tik Tok. However, considering some political factors, some functions can only be opened in some countries. These uncertain factors also increase the difficulty of Tik Tok's global development. Tik Tok's internationalization also relies heavily on capital investment. Its parent company has successively carried out six rounds of financing, all of which have provided more opportunities for the company's international development. These capitals provide a solid economic foundation for the daily operation and research and development of overseas platforms.

In most overseas countries, Tik Tok has a dedicated operation team to provide support for the localization and localization of the platform. After the internationalization of the business level gradually matured, Tik Tok further deepened the degree of nationalization. At the same time, Tik Tok started the internationalization process at the organizational level. Bytedance not only appointed Tik Tok's global CEO, but also rectified its overseas internal senior management. In June 2019, Blake Chandlee, who was responsible for ten years of global business cooperation at Facebook, was brought into the Bytedance Company and became the vice president of his own Global Business Solutions. In March, Bytedance will recruit senior executives in charge of Disney products to Bytedance as COO and Global CEO of Tik Tok. In addition, Bytedance also recruits other personnel into the company to be responsible for the development of the globalization process. Their international management experience and capabilities help ease the pressure of the internationalization process. The behavior introduced by Bytedance's talents has paved the way for the international process.

The most important thing for Tik Tok to enter overseas markets is to carry out localized operations, promote local content and maintain the characteristics of international products. As Yimin Zhang, the founder of Bytedance, said Tik Tok's international operation strategy is "globalized products + localized content." This operation idea will attract users from different cultural backgrounds, and at the same time encourage these users to communicate and integrate on the products of this international platform. These users make Tik Tok an international public platform for international users to exchange and share. There are bound to be many obstacles to the internationalization of Internet applications in China, and many risks and difficulties will be encountered in the process of localization in different countries. These difficulties include the risks of user information security and privacy protection, the risks of content copyright authorization, the risks of bad content and the protection of minors. These are all difficulties Tik Tok needs to face and solve. In response to the above problems, this paper will explore in detail the strategies employed by Tik Tok for its vision of internationalization and limitations and challenges in the path (Kaul, 2011).

Problem Statement

I.How Bytedance has created a success story of Tik Tok in such less time? What are the contributing factors?

II.How Tik Tok has created a path for Chinese social media platforms for international success?

III.What possible limitations and challenges will be faced by Tik Tok in its pursuit of internationalization?

IV.To develop a comprehensive understanding of the role of social platform and streaming services through concept of internationalization.

V.How the social fabric has changed based on the overtaking of physical world by virtual world?

VI.How the international audience has responded to a new entrant to social media world and a disruption in the monopoly by United States in virtual world?

This project will explore the above-stated questions in detail and will try to find out answers to these questions to assess and understand the success story of Tik Tok. The interactive nature of social media creates opportunities for Tik Tok for people to share knowledge on the Internet. Nowadays, people tend to and rely on social platforms on the Internet for communication, learning and life sharing, because it will provide more interactivity. Through this paper, it is aimed to develop a comprehensive understanding of the role of social platform and streaming services through internalization. This project is closely linked with course of international management as Tik Tok has successfully managed an international presence by customizing it for local and international trends. In the global world of 21st century, organizations have to carefully plan their international ventures as we have learned in the course of international management but the manifestation of the concept and frameworks of the study can be observed from the example of Tik Tok. The concept of globalization is well known but the literal connection of people to people is only possible through new wave of internalization which will be learned in this paper. Also the paper will explore how certain countries have developed the monopoly over these platforms and employ this monopoly to advocate their policies, culture and values in the world and how counter strategies are developed by the introduction of new platforms. All the leading platforms in social media networking and streaming industry ae lead by United States whether they are Facebook, twitter, Instagram or Netflix and Amazon prime. But Chinese platforms have started gaining international success. This is changing the set patterns in the world. Furthermore, through these platforms United States has successfully established its values and norms as standard for any other country to follow. But Chinese platforms will help propagate Chinese values and Chinese system. This propagation is no vivid rather it is done in very subliminal and subtle manner. Moreover, these aspects of social media in propagating of political objectives of countries will be explored. In short, the paper will help expand personal learning about the changing dynamic of globalization in the wake of online streaming services and social media platforms (Liqian, 2018).

>>>the above is far, far too long; should be 2- 2.5 pages maximum

Literature Review

Background

The technology has changed all facets of lives. The technology has played an essential role in the emergence of globalization. One of the definitions of globalization is related to the shared resources among people and companies. It further led to the emergence of the global economy (Aggarwal, 2011). Jaumotte, Lall & Papageorgiou (2013) have argued that economies cannot survive in isolation, but the integration is required for mutual benefits. The process of globalization has changed the corporate world as well as it is required to expand the businesses outside the specific boundaries. Moreover, social media and streaming media is another product of technology that has added to the phenomenon of globalization (Narula, 2014). Social media has connected the world as people and companies can interact with the stakeholders in other parts of the world. Social media was initially developed to have the integration and connection between different people for a social purpose. However, social media has transformed the platforms to become one of the major sources of communication for individuals as well as companies (Tabachnick & Koivukoski, 2012). In this regard, social media has brought the individuals and corporates from different parts of the world, at one platform. In addition to that, social media is putting an influence on the economies as well as societies (Lv, Liu & Xu, 2019). Thus, different countries are contributing to the social world for integration and mutual benefits. Initially, social media platforms were US-based including Facebook, Twitter etc. but the trends of internationalization have changed as countries like China are also developing the social media and streaming platforms. So, the researcher has set the purpose of this dissertation to investigate the Chinese social media platforms like Tik Tok to understand its role in the case of internationalization. In this regard, the researcher has set aims, objectives and research questions for this dissertation to get the right direction of the study. <<<delete, not needed

Research aim

The research aims to analyse the role of social media and streaming platforms through internationalization. To achieve the major aim of the study, the researcher has set different objectives to identify the factors for conducting a focused study.

Research objectives <<<these go in the Introduction, not literature review

To analyse the impact of social media and streaming channels on internationalization generally.

To analyse the success story of Tik Tok and role of Byte Dance in this case.

To analyse the impact of Tik Tok on Chinese considers reaching international markets and societies.

To analyse the limitation and challenges faced by Tik Tok in its pursuit of internationalization.

To conclude the understanding of social media and streaming platforms through internalization, while discussing the role of Tik Tok.

The research aims and objectives lead to formulating research questions for stating the focussed factors to conduct the study. The research has developed three research questions to conduct this study in which influencing factors are mentioned.

Research Questions

What are the contributing factors to the success of Tik Tok?

How has Tik Tok become a way for Chinese consumers of social media to go through the concept of internationalization?

How do social media and streaming platforms contribute to internationalization in the context of Chinese social media?

Introduction

The literature review sets the tone of the study as it discusses different concepts involved in the research. The past studies are used to critically analyse the concept of globalization, social media, and streaming platforms while understanding the impact on the internationalization. Moreover, the literature review is related to the research question to make it a focused study on the given context while narrowing it down to the focussed area of research.

Globalization

The globalization is turning the whole world into a single entity in which people and organizations are technologically connected (Chaiprasit & Swierczek, 2011). The current focus of globalization is on technology as the internet, and technological advancement have made it easier for people to interact through online interactive channels. It can be said that social media has become one of the indispensable needs of people today. We may survive for several days without eating or drinking, but it is difficult to survive for a day without social media, because technology has overwhelmed us (Ashar, 2019). The process of globalization has transformed the economies, as well as the connections, are stronger and easier in today’s technological world (Terry, Mark & Gordon, 2011). The companies have also got the opportunities to operate in different markets for increasing the customer’s base. The processes and operations of the companies have become easier and effective due to the globalization and technology because stakeholders from all over the world are available on online channels (Fatima, 2017). However, the scholars argue the shortcoming of the globalization as well as the local economies and specifically small and medium-sized companies are receiving the crowding-out effect. The crowding-out effect is happening due to the stronger financial and operational positions of international companies that take competitive advantage over local companies and cause the crowding out for the local companies (Leonard, 2013). Though the shortcoming of the globalization is acceptable and government are taking steps towards standardizing the international operation, still globalization is necessary, and all countries want to connect with other countries for economic and operational benefits.

According to Terry, Mark & Gordon (2011), the United States of America is considered as the most advanced country around the world and globalization have made its influence and presence on other economies. The US also possess the strong technology to connect with the other world that has benefited the economy to multiply its growth by multiple times (Wayne, 2019). In this regard, the companies from the US are making sure that all stakeholders are engaged to benefit the local companies and economies as a foreign direct investment has also emerged to put the stakes in other economies for the enhanced consumer base.

However, scholars have argued the benefits of globalization to the stronger economies while smaller economies can suffer due to this phenomenon (Montobbio & Sterzi, 2013). Because the stronger economies can put control of local markets like China is emerging as the global economy and showing its presence in different parts of the world (Jaumotte, Lall & Papageorgiou, 2013). The strong emergence of China is one of the reasons behind Sino-US trade war as well as the powerful countries want to keep the hegemony in the world through globalization (Wang and Ge, 2020). The argument shows that the country gains power through globalization and technology while countries like China can also emerge to compete with other economies on the global canvas (Mor, 2018). From all the discussion, technology is identified as the major enabler of globalization and it is required to understand the role of social media and streaming platforms in globalization as it is also a product of technological advancement.

Globalization and Social Media

The recent wave of globalization is witnessed in the shape of social media and streaming platforms as it has given a chance to consumers for the two-way communication (Hutton & Fosdick, 2011). The interactive channel has provided the opportunity to the consumers to make their content and post for different purposes like individual interaction with society and economic purposes as well (Schroeder, 2016). With the internationalisation of social media, the information exchange of social media users becomes more dynamic and descriptive (Association, and Resources, 2018).This allows users to better express and feedback their ideas and opinions, which could effectively reduce the misunderstanding between information communication. At present, almost all development companies are committed to internationalising and globalising their applications. People share what they have seen and heard, and at the same time, it also drives the cultural output. Kreps (2020) points out that social media platforms allow content to be shared and consumed. In this era, human beings can rely on their eyes and ears for information to an unprecedented extent. Individuals can post original content on social media through their collection of news and information, which helps spread information. The social and streaming media started at the end of the 20th century while in first two decades of 21st century, social media and streaming platforms have received great importance due to technological advancement and innovation in the technology (Ignatius, 2017). The social media users are in billions including individuals and corporates. On the other hand, the critiques have argued about the unauthenticity of the information posted on social media because in different cases, the individuals and companies have faced problems due to the content posted without any authentication (Kowalczyk & Pounders, 2016).

For example, Pepsi launched an advertisement starring Kendall Jenner, in which the endorser was giving a message of harmony between different races and sharing Pepsi among the demonstrators. Social media did not take the advertisement well and trends started against the advertisement without authenticating any information. As a result, the company had to publish apologies without any bad intention towards society, and that causes financial loss to the organizations as well (Dozé, 2018). The Lyon & Montgomery (2013) argued that the unauthenticity of the information is the drawback of the social media as anybody can publish the information without referring to reliable sources but in the broader context to has helped the companies and society as well. For instance, in the case of United Airlines America, the crew tortured a passenger for getting the seat vacant. The content was recorded and published on social media by fellow members and as a response, company had to apologize to the passenger due to the power of social media (Mitra, 2017). So, both instances can be found in the case of social media. Still, most of the researchers have supported the role of social media to post the content and getting connected to other people and organizations around the world.

Impact on internationalized behaviours

Social media is found to be influencing the views, opinions and behaviours of the people and companies worldwide as the strategies are made by evaluating the international trends. The researchers state that social media and streaming services are way more impactful than any other technological change in terms of communication (Lund and Manyika, 2019). It is discussed that the edge of social media and streaming channels is due to high interactivity as in the traditional times media was not providing the two-way communication or interactive services. However, social media has changed the perceptions of the people due to content sharing within different parts of the world (Carr and Hayes, 2015). For example, the fashion industry is found to be growing because fashion trends have become globalized, and companies are using online channels like social media to change overseas trends as well. In this regard, other innovations could not unlock the achievement of high interactivity that is done by social media and interactive channels (Scuotto et al., 2017).

The internet has changed different facets of this world while social media has become the major source of internationalization. The researchers have presented the use of the internet to transform society because the borders have shrunk to communicate and carry out the transactions. In some regard, the use of social media and streaming channels have enabled the commercialization of the attitudes and behaviours (Barger, Peltier & Schultz, 2016). The countries like China has also witnessed a change in behaviours as younger generations like millennials are expecting states and companies to be more global for mutual benefits (Lin, Marjerison & Kennedyd, 2020). On the contrary, the researchers stated that political, regulatory measures become the major barrier for the internet and even social media channels to connect with the other world. Different countries have imposed the sanctions on media in which China highlights as the major censor of the internet and social media of international channels that are not available to use.

The information is found as the major characteristics of the internet generally, and social media and streaming channels specifically. The raw information is disseminated from one person to another while the companies also engage in sharing the information and influencing the behaviours of the customers (Hur et al., 2017) However, the regional regulations and other limitations are discussed further in this literature, that plays a role of catalyst to change the perceptions about the shared information. In further context, the researchers have argued that social media has changed the basic fabric of society as there are two types of societies emerged, including physical society and virtual society (Tajvidi et al., 2018). The physical society has witnessed a great change from the virtual society because the behaviours of the people have changed. For example, a luxury fashion company like Louse Vuitton is getting endorsed by Angelina Jolie on virtual networks to manoeuvre the behaviours of the consumer positively for the organizations and it is targeted to different countries (Kasztalskam, 2018). More examples show the global scope of social media and streaming channels to shape the society by influencing behaviours, attitudes and perceptions of the people and organizations. In addition to these characteristics, there are some limitations and challenges of social media as a global network.

Limitations and Challenges

Social media face the political and regulatory limitation in terms of globalization. It is found that the social media and streaming media is changing the dynamics of the society, which is not acceptable by different regulators around the world. Like in 2013, YouTube got banned in Pakistan because of the unacceptable content about religion. The supporters of liberalism believe in the freedom of speech while the specific societies have behaviours that are breached by social media and streaming channels due to authentication issues and validation of information (Malik, 2014). In this regard, the Chinese government also banned international social and streaming media channels like Facebook, Twitter, Google etc. that comes under the internet censorship because international bodies can do propaganda by changing the demographics of any society. However, the importance of social media is not neglected, as China has initiated its own social media channels like Weibo, WeChat etc (Florenthal and Chao, 2015).

According to a report published by Wakefield (2019) on BBC, the Prime Minister of Sri Lanka banned the use of some social media including Facebook. In Sri Lanka, on the grounds of "avoiding spreading rumours" after an explosion on Easter in 2019, which killed more than 300 people. Through social media, content sharing can spread quickly from one country to another. The global coverage of social media sites has blurred the geographical boundaries between countries (Association, and Resources, 2018).That is because terrorists used Facebook to stream live footage of their attack on a Mosque in New Zealand and continue to share the video endlessly. In Myanmar, Facebook has been used to spread violence. Although the Prime Minister of New Zealand did not issue a ban on social media, she believed that social media should be responsible for the viral transmission of these videos containing dangerous content, and pointed out that stricter supervision measures should be taken on social media (BBC, 2019).Many speakers at the TED conference in Vancouver claimed that the Internet had been corrupted by fake news because of the spread of misinformation. In the real world, deadly behaviour can even occur because of these misinformation (Wakefield, 2019).

In addition to that, a lack of control on social media is hurting the concept of globalization. It is witnessed that interactive channels have been used to track and ambush the police in Hong Kong riots. Such reasons are given by the supporters of such bans to make sure that the integrity of the nations is not breached (Lin, 2016). There is no denial to the importance of social media, but the impact on overall society and integrity of the states are compromised by these channels. That is the reason why; international social media channels cannot operate officially in the countries like China where 800 internet users are present. In further context, the country has imposed legal constraints on a few social media apps because of negative impacts (Tai, 2014). So, political and legal constraints are major that is binding social media to serve the purpose of globalization. There should be a standard implementation provision for social media, which can help social media reach a wider audience (Association, and Resources, 2018). Still, the countries and companies are trying to show presence in the global world as the US was the leading social media developer for the last two decades while China is recently emerging as a major player. In this regard, apps like Tik Tok has got success not only in China but in other parts of the world. So, the focused research is required to analyse the factors identified in the current literature review.

Research gap

At present, technology is driving globalization forward. The United States is considered the most advanced country in the world and a powerful economy. Meanwhile, China is acquiring technology through globalization and participating in the competition with other economies. Streaming media platforms and social media, as emerging industries in recent years, have witnessed the process of globalization. Social media connects people with different cultures and values around the world (Winseck and Pike, 2007). Under Maslow's level of needs, people achieve a sense of belonging by establishing connections or relationships with others. Tik Tok is an outstanding representative of the type of social media, it is providing such people with a platform for expression and communication. From the above-mentioned literature review, researchers can know that Tik Tok is currently the most popular short video software in the world, and it has very considerable downloads in India and the United States.

Tik Tok's success in the US and India has fulfilled its vision of internationalisation. But it does not eliminate a series of cultural and value differences between different countries. It is the huge number of downloads that have attracted the attention of the US and Indian governments. The US government believes that the content spread by Tik Tok poses a threat to national development, and the Indian government has issued a ban on Tik Tok for reasons such as unacceptable religious content. After the bans in the US and India were issued, many scholars have made studies on "the impact on the national economy after the issuance of the Tik Tok ban in India". Regrettably, "Whether the ban on Tik Tok issued by these countries will affect the internationalization of other Chinese social platforms or entering the international market" is scarce. The research gap is mainly to analyze the future progress of the international development of other social media and streaming media platforms in China and the obstacles they may encounter under the influence of the Tik Tok ban.

First of all, when the Indian government began to impose policy and legal restrictions on Tik Tok, government officials and some users would become resistant to Tik Tok, which would have a negative impact on other Chinese social media platforms when they entered the Indian market. Other social software in China is subject to stricter and more selective censorship by government officials, with some barriers to its promotion and use. On the other hand, if other countries follow India's example in the future, it will not only affect the entry of other Chinese social software into the international market or its internationalization, but also have a negative impact on China's globalization development.

At present, social media and streaming media platforms are fast-growing fields, and China has made some progress in globalization. The globalization of technology has not only driven economic development but also provided local employment opportunities. For example, In India, there are 2,000 employees working in Tik Tok. Yee, Toh and Ziady (2020) pointed out that Bytedance and other internet companies regard India as a major growth market. When the war between India and China spilled over into the technology sector, it threatened billions of dollars of investment in India by Chinese technology companies. And when these investments are affected, India's economy will be greatly affected and there will be some turbulence.

Due to the advantages of international companies in financial, economic conditions and competition, small and medium-sized companies with local economic deficiencies are squeezed out, which is known as the crowding-out effect (Leonard, 2013). Smaller economies will suffer from globalization (Montobbio & Sterzi, 2013). For Bytedance, its main revenue streams come from advertising, e-commerce, gaming, and other divisions, not From Tik Tok. As a result, Bytedance is a financially, operationally, and competitively advantaged company with a relatively strong economy. For Tik Tok, Bytedance -- a company that has internationalized and brought Tik Tok to the international market. However, for enterprises or small economies that do not have strong advantages, they develop new software to launch on the market, hoping that the software will first go international and realize globalization, and then use social media software to promote the company to go international. When India and the United States imposed bans on Tik Tok, the already difficult road for these small and medium-sized enterprises to internationalize was further aggravated. It has a certain degree of impact on the economic status and operation status of small and medium-sized enterprises. Small and medium-sized enterprises want to go to the international market and globalization of the road is longer.

Summary of research trends >>>add several more sub-heading in this lengthy discussion

In the era of media globalization and technological integration, technology and more and more media have been promoting globalization. The main medium of the global media phenomenon is multinational companies. Edmunds and Turner (2005) has notes that the globalization of the media has helped the generation and dissemination of information. The positive impact on emerging market economies is particularly huge. These countries have increasingly used existing foreign knowledge and technology to improve their innovation capabilities and labor productivity growth. For example, in the ten years after 2004, IMF World Economic Outlook (2018) reported the knowledge flow of technology leaders may bring about 0.7% increase in labor productivity for each country/regional sector per year. This accounts for approximately 40% of the average productivity growth observed from 2004 to 2014. The phenomenon of media globalization and the increasing abundance of media text production have had various effects, and communication scholars are studying this. Media globalization is a wide range of topics, including television, radio, film, music, the Internet and other forms of digital media (Lyons, 2005). This article will focus on media globalization that will narrow the cultural gap between countries. Secondly, in the highly developed Internet era, how social media can change our perceptions. Finally, there is the impact of national supervision on new social media.

Winseck and Pike (2007) has stated that Although cultures around the world have different traditions and histories, social media connects people all over the world without ignoring the cultural differences and geographic boundaries between them. Globalization has existed for a long time. It is closely related to the origin of modernity. The world has been connected for a long time, and there are many centers of mutual influence instead of one or two centers. This has been obvious in the 19th century. Many things and people's behaviors are increasingly transnational, transcontinental, and cross cultural. People go from the same letter to each other, to telegram, and after the phone call is the integration of new social media and globalization. Space has shrunk the world to a smaller area of interaction. People all over the world can communicate with each other, send and receive messages within seconds. This is because every country or region has its own unique cultural characteristics. Cultural inconsistencies in turn affect user activities (Hu et al., 2017). The United States dominates global online media and owns and operates the world’s largest digital TV portals (HBO Now, Netflix, Amazon) and social media platforms (YouTube, Facebook, Twitter). These portals and platforms are well known around the world. Twitter is a huge social networking site dedicated to rapid communication. More than 140 million active users posted more than 400 million 140-character Twitter every day. Twitter is a communication medium for people from all walks of life and its speed and ease of publishing make it very important (Kumar et al., 2014).There are different motivations for using and browsing. Java et al.(2007) analyzed the purpose and geographic location of Twitter users to determine the three main types of use: First of all, users who update daily are more focused on sharing their daily life, updating news or some links, but do not care about it. Other people's communication does not care about other people's comments (Iryna et al, 2016). Secondly, Twitter is used as a tool for sharing daily experiences, opinions and comments. These Twitter authors form communities online that can support different social networks (Dijck,2011). However, the third type is the invited users. They are all Internet celebrities. Twitter authors tend to stay longer on the Internet and remain active (Johnson,2009). In addition, because of this relationship, certain communities have higher retention rates. Mutual awareness in social networks is effective for discovering communities. There are many differences between Chinese and Western cultures; differences in integrity and individuality; differences in Chinese and Western speech; differences in values and moral standards; differences in social relations; differences in social etiquette; differences in social practice (Lloyd and Hall,1996). For example, Western culture is based on individualism rather than collectivism. In many Western societies, people emphasize individual rights, rather than putting the entire society above one self. In China, the country, society or family is based on itself, which is obviously different. However, with the development of social media, cultural differences between China and the West have gradually narrowed. China also has a local version of Twitter, which is Weibo. There are some rules and boundaries on the Chinese Internet. With these special laws, Chinese netizens can still publish their Weibo content and share their ideas relatively freely (Sullivan, 2014). People use social media for many reasons. Whether you use Twitter, Weibo or Instagram, the reasons for Tik Tok are similar. First, it is clear that people need to connect and interact with others. As supported by Maslow's hierarchy of needs, people desire to realize a sense of belonging through relationships with others. Establish emotional connections or relationships with other people. These social media provide this opportunity. People can communicate with others through virtual communities on the Internet and belong to different networks. In terms of interacting with others online, people use social media to gain knowledge, understand different perspectives, and their views on issues, topics, and events. Most importantly, the new social media is used for social interaction; it is a form of media that allows people to participate in conversations and online conversations without having to face-to-face with others. And you can also meet strangers from other places and even other countries (Guo-Ming, 2013).These differences can be understood through the five dimensions of Hofstede. Which can be understood through individualism and collectivism. The dimensions of individualism and collectivism take into account the degree of social integration into the group and its perceived obligations and dependence on the group (Sawyer and Chen,2012).Obviously, for users of these social media, whether in China or Western countries, they are more willing to make more friends or be seen by more people by showing themselves, rather than simply maintaining reality. Relationships that already exist in life. >>>add many more paragraphs to above discussion

To some extent, social media is a form of virtual reality. Sometimes it is completely different from real life. On social media, people tend to show only the best parts of their lives and ignore the negative and exciting parts. New virtual worlds are appearing every day, and current implementations are growing rapidly. Some people even say that more and more daily interpersonal communication, economics and culture will happen in these virtual environments (Stafford,2013). The core focus of Tik Tok is short videos of 15 to 60 seconds, and it can show each user the most relevant entertainment content. Most of Tik Tok users share videos of pets for dancing, lip syncing and funny. Katie (2020) believes that these users have rich imagination, creativity, and desire to express themselves, and hope to be known by others after self-disclosure. Short video social applications represented by Douyin provide expression and expression for those who desire to express themselves. Platform for communication. According to Choi, it not only enables people to get rid of the limitations of real life, but also provides a platform for people not only to experience different social roles, but also to experience different social relationships, and to socialize in different fields without geographical limitations. Like the development of anything else, this kind of virtual life also implies certain risks from all aspects (psychological, physiological, economic, social, etc.). It would be very utopian to ignore the obstacles or threats that accompany certain facilities. According to Taylor (1968), self-disclosure is the deliberate disclosure of relevant information to others. Self-disclosure can cause non-intimate relationships to develop into intimate relationships. This process allows people to understand each other and not "be understood by others", which in itself has a sense of self-satisfaction. With regard to social media and self-esteem and other personality traits, the use of social media to communicate and socialize new areas has brought about the need to redefine certain definitions, especially in the fields of social sciences, including anthropology and psychology (Tazghini and Siedlecki, 2013).

Usually in a virtual environment, people feel safer, interact with strangers, reflect their internal "self", and don't care what others think of you or choose to participate in the community seems to be easier to live in than in a real environment (Kaplan and Haenlein, 2010).

Because the content shared by users is interesting, Tik Tok is known as "the last sunny corner of the Internet", and it is also the first Chinese Internet platform to become popular all over the world. Tik Tok uses a recommendation algorithm. Whether viewers like the video depends on how they participate in the video: whether they will watch the entire video by watching, commenting, sharing, etc. (Anon, 2020). Recommend to users what they want to see, which attracts a large number of users. Many social networks use this algorithm, users enter a kind of "filter bubble". The content we see is based on their own preferences. The longer the app is used, the more the algorithm understands the user (Pariser, 2012). The collection of these bubbles forms an "information cocoon room", so that these applications can filter other information for users, forming a group. This can cause users to ignore information they are not interested in. Thereby guiding the value judgment of the group and forming a group polarization. The concept of "group polarization" comes from Sunstein (2018)'s "Network Republic", he said: "The members of the group have certain biases at the beginning. After discussion, people continue to move in the direction of the bias, and finally form Extreme views." He noted: "In the field of the Internet and new communication technologies, like-minded groups will communicate and discuss with each other. In the end, their ideas are the same as before, but the form becomes more extreme. Group extremes The diffusion process of transformation is not a simple process in which dominant information overwhelms inferior information, but is restricted and affected by many factors. The formation process of group polarization in cyber incidents specifically includes the following aspects: The expansion of the audience's group scope and the polarization of opinions in the same space. The polarization of the group gradually affects the polarization of other spaces from one discussion space; the group polarization effect is changed from multiple scattered small spaces to a larger scale. Polarization in a larger and more concentrated area. The process of group polarization has gradually spread from online discussions to offline polarization in the real society(Sunstein, 2002).

The expansion and increase of the Internet has profoundly changed people's lives. The Internet has changed a lot in terms of communication and shopping. The Internet also has a high degree of business relevance and privacy. More and more consumers are online, and the privacy of users may be exposed on social media. Whether the widespread use of the Internet also forces the government to consider whether to regulate certain social media or websites. However, different countries hold different views. Controversy arose in the United States. Samples( 2019) mentioned in his article that freedom and privacy are very important in American society and culture. This situation may limit the government's power to manage the Internet. Conservatives want to regulate social media giants to maintain neutrality, and the United States attaches great importance to personal speech and opinions in the public domain. If the government regulates personal social media, it may violate the constitution. Therefore, individuals do not expect the government to force social media owners to restrain their opinions on their platforms. But there are still people who want to regulate the network environment, including political neutrality, harmful content, and machine privacy standards. China, which is different from the American culture In their conclusion, King, Pan, and Roberts (2017)stated social media platforms must have a license to operate in China. Users also need to register their real name and other identity information with the service provider. In addition, specific rules have been established to regulate Internet news information services. The law also requires social media users to register their real names and other identifying information with service providers. Service providers must require users to register their true identity information.

Carpentier, Van Hoye, and Weng thought that the communication characteristics of social media: Firstly, its framework has two-way communication. Social media has established a networked and divergent communication structure, forming a two-way communication model. On the one hand, audiences in this mode can actively filter the types of information they receive. On the other hand, bidirectionality also means that information receivers can also become information publishers and participate in the secondary dissemination of information. In addition, its public opinion has high frequency volatility. Audiences are susceptible to the influence of the main body of social relations in social media, and the collection of such influences makes the information dissemination of social media present significant high-frequency fluctuation characteristics.Last but not least, its approach is highly rich. The widespread use of smart phones means the advent of the self-media era. Since the media era, the software and application update iterations of social media are extremely rapid, and the communication channels are more abundant. In fact, social media has accumulated a large number of loyal audiences with good reputation and information collection capabilities. These audiences often have a high degree of trust in the information on social media, which makes the influence of social media on society increase day by day. Compared with traditional authoritative media, social media has not only narrowed the credibility gap, but also has unique advantages in terms of audience traffic, update frequency, and content richness. However, this unique advantage means increased difficulty from a regulatory perspective (Schwanholz, Graham, and Stoll, 2017). Social media that freely expresses opinions requires more than just a censorship system. First of all, social media is currently highly popular as an information interaction platform that everyone can obtain. If the government attaches importance to the influence of social media on public events, it should rationally use the information and public opinion gathering functions of social platforms. Discover problems in a timely manner, actively solve problems and simultaneously disclose the progress of the work, communicate candidly with the public, respond directly to queries, and have a firm grasp of the right to speak, so as to prevent public opinion from getting out of control. Second, for a healthy public sector, economic incentives may be necessary, but they are far from enough. The reasons are as follows: free expression and the production of knowledge products produce positive and negative externalities. In other words, the benefits and harm they generate cannot be fully captured by ordinary market transactions. The need for content review creates scale issues. It is difficult to achieve fast, accurate and large-scale content review at the same time. The number of labor required is far more than most social media companies hope (Balkin, 2019).

Critical evaluation <<<add more sub-heading to this lengthy discussion

As we <<<don’t use ‘we’ all know, Tik Tok, as a rising star of social media, is gradually moving towards an international audience. However, this social model, management practices and business strategies are not accepted by everyone. Tik Tok realizes its vision of internationalization and there will be many limitations and challenges on the way forward (Kaul, 2011). As a strategic asset, the Internet faces the power of Tik Tok and the rise of Chinese companies. This phenomenon has also received many doubts during its development. Let's analyze the negative views about the development of Tik Tok and Bytedance.

Social media is a global platform without borders. If user-generated content is not managed finely, it will have adverse effects on users (Association, and Resources, 2018). Tik Tok is presented to the audience as a short video sharing mode. In China, Tik Tok has the largest number of users in the short video field, with DAU reaching 300 million and MAU reaching 600 million. Such a super app is pushed to countries around the world to provide them with an international version. However, the U.S. government resisted the promotion of Tik Tok, and the U.S. considered banning Tik Tok. They believe that Tik Tok will obtain user information after the privacy function in the iOS14 system is updated, which will threaten the safety of American users. Some US lawmakers are now demanding a more limited ban on Tik Tok that would affect military personnel. "I have asked the Department of Defense to prevent the use of Tik Tok by young soldiers and seafarers, but this threat is not limited to our military," said Republican Senator Tom Cotton, who is a member of the committee. Senate Special on Intelligence. (Ching, 2020). Trump cited another reason for a possible ban on Tik Tok: China's punishment for responding to the corona virus. Asked about Pompeo's statements in an interview with Gray Television, Trump confirmed that the United States was considering banning Tik Tok. “It's a big deal,” Trump said. "Look, what happened to China with this virus, what they did to this country and the world is a shame. (Wong, 2020) "Since 2019, Tik Tok has repeatedly fallen into regulatory disputes in the United States due to data security and privacy protection issues. The same goes for the Indian market, this time in June this is the second time Tik Tok has been removed from the shelves. The previous time was in February 2019, because Indian minors spent too much time on the app, fearing of adverse effects on young people, Tik Tok was removed under Indian supervision. In addition, the US government stated that Tik Tok has a large amount of dissemination and a wide audience. As of April 2020, Tik Tok has been downloaded 165 million times in the United States, accounting for about 50% of its total population (Appendix 1). The increasing impact of social media on global security is not only positive or negative, but also vague (Gupta and Brooks, 2013).With the help of new media technologies, the bad guys are much more creative and adaptable. Many examples could be given to illustrate how criminals, terrorists, thugs and others with bad intentions have used social media data and technology to increase crime rate and have the potential to create unique security issues that the government today does not even understand (Gupta and Brooks, 2013).The content of this short video is mostly unlimited, and content that is not conducive to national conditions may affect the social atmosphere and the behavior of the American people. Due to the different cultures and policies between the United States and China, this kind of high-volume short video will pose a threat to the development of the country in a worse situation. Some people think that the popularity of Tik Tok is only a short-lived phenomenon. Tik Tok's first short video included handsome men and beauties, cats and dogs, cute animals, and so on. The recommendation method used by Tik Tok is to recommend short videos that users like. Therefore, many people usually spend a lot of time watching Tik Tok. However, most of the people they target are mainly young people aged 20 to 35. Some people think that such trendy short video analysis will soon become obsolete (Mohsin, 2019). They think that Tik Tok is not like other short video apps, including Instagram, Snapchat, YouTube, etc. They are more popular, including many life skills, rural life and knowledge transfer. These short video apps are more life-oriented and open to the masses of a wide range of ages, unlike Tik Tok, which is limited by platform screening and operation. Obviously, this idea is wrong. Tik Tok did not survive the app competition for a short period of time, but also emerged from many short video apps. Tik Tok often develops some fresh gameplay, such as seaweed dance, expression special effects, etc. These functions continue and strengthen Tik Tok's position in the short video app. This phenomenon also illustrates the importance of different product positioning to product development.

Zuckerberg, the founder and CEO of Facebook, once criticized Tik Tok when Tik Tok was listed in overseas markets. He considered it a “threat to democracy”. They turned to geopolitical arguments to work with lawmakers in Washington to suppress Tik Tok's development space in the United States (Hamilton, 2019). As a social media giant, he is still not optimistic about the development of Tik Tok. He believes that there are too many short video apps and there is no novelty. But Zuckerberg slammed Tik Tok's development on the surface, and privately let his company's R&D department put up an app similar to a short video called Lasso. Lasso is a short video app that almost imitates Tik Tok. They hope to replace Tik Tok by imitating Tik Tok as a short video app developed in the United States. Perhaps they can see that after Tik Tok was banned in India, Facebook quickly expanded the Reels function to this market. They even plan to launch this app in the United States, Britain, Japan and more countries. It is a pity that people are not interested in the Lasso app. The number of downloads in the first year of its launch is only 425,000, which is very bleak. Compared with Tik Tok, which downloaded 640 million downloads during the same period, Lasso’s downloads did not effectively curb the development of Tik Tok. Therefore, in the end, perhaps blocking Tik Tok's development in the United States can reduce the pressure on American social media caused by Bytedance. Their act of suppressing business abacus under political pretext may be a conspiracy from the beginning of the attack.

The international situation in 2020 suddenly changed, and Tik Tok was hit hard. An investor in the fund of funds also told China Investment.com that when the political situation is uncertain, social platforms that penetrate the cultural field can easily become targets in international struggles. There are also such voices in the society, and Tik Tok is promoting offensive short videos. In the front-end time, Tik Tok received a lot of negative comments in India, including some vulgar content and animal abuse, domestic violence, racial discrimination, and child abuse (Singh, 2020). Netizens have been asking India to completely ban Tik Tok, and topics such as TikTokBan, TikTokExposed, and UninstallTikTok are highly exposed on Indian social media platforms. This behavior seriously affected Tik Tok's journey towards internationalization. It may be due to policy restrictions. In some countries, the content of Tik Tok short video sharing is relatively broad. In China, Tik Tok has strict rules for sharing content. For example, smoking, sensitive words, bad behavior, dangerous behavior, etc., these contents will be restricted during the upload process. However, in Central and South Asia and some European countries, Tik Tok has no clear rules for sharing content. For example, differences in tobacco intake, sexual transmission, and content of speech. Young people from all over the world regard Tik Tok as a way of cultural expression and show their creativity and talents on the platform. Sometimes these cultural differences, the differences and acceptance of people's ideas.

India's ban on Tik Tok has had a great impact on many industries and countries that are concerned about the development of Bytedance. Some people think that India bans Tik Tok's app, and the biggest loss is the process of globalization of the Chinese social media industry and Bytedance. However, it is not only China's social media industry that has been affected and lost, but also the influencers and talents on the Tik Tok platform in India. For example, a girl who was born in India and grew up in the United States is called Geet. Geet said, “India’s ban on Tik Tok and dozens of Chinese-made apps surprised her because it said it was dangerous to India” (Biswas, 2020) . She used to be a lawyer in the United States. She returned to India last year and found that Indians speak English with a heavy accent. So she taught Indians how to correct their English accent and learn English on the Tik Tok platform. Geet has accumulated more than 10 million fans on Tik Tok. India bans Tik Tok, causing Geet fans to worry about losing such a learning platform. As a full-time anchor, Geet is facing the crisis of unemployment, how to maintain his livelihood and solve the income problem in India, which is 120 million unemployed. The difficulties faced by these Geet fans and Geet anchors project the status quo of other fans and anchors in India. So, after all, how much damage did the prohibition of Tik Tok cause to the ecological environment of Tik Tok in India? According to statistics, Indians downloaded Tik Tok 611 million times in 2019 (Appendix 2), accounting for about 30% of the total global downloads of the app (Sensor Tower, 2020). Tik Tok has almost become a must-have for Indian smartphone users. For Bytedance, Tik Tok is banned in India. The parent company, Bytedance, has lost a lot this time. In 2019, Bytedance announced that it will continue to invest in India for the next three years. One billion U.S. dollars is used to build the network. It is conservatively estimated that the parent company will lose USD 6 billion this time. India's Tik Tok contributed only 3.15 million yuan in revenue in 2019. It can be seen from this that the loss of the Indian people is far greater than the byte jump. Bytedance was originally expected to increase Tik Tok's Internet efforts in India from 2020. They have hired 2,000 employees locally, and the number of employees would have doubled this year. A large number of these employees are in the Tik Tok ecosystem, and they will lose their job opportunities, including ordinary people who get jobs and make money, Internet celebrities and ordinary Indians in the industry chain. All in all, the protection and closure of the area will not make the protected enterprise truly powerful.

Users will disclose their information on social media platforms (Association, and Resources, 2018). A Report by Nielsen finds that mobile phone users spend more time on social media sites than any other website (Nielsen, 2012). The average user spends 52 minutes a day on Tik Tok, and 90% of Tik Tok users visit the app more than once a day (Smartsocial, 2020). Because of the ease of content creation, Tik Tok has become a content application focusing on the study of dance and music among teenagers (Antipova, 2020). Tik Tok can be addictive for users, especially teenagers and minors. Tik Tok has a scoring system and rich materials. In order to get the recognition of strangers, get more attention and "likes", minor users will constantly explore ways of using TikT ok, which will make children addicted. When their teenage self-control is not strong enough and they do not have a clear sense of time, they become addicted to watching short videos for many hours at a time, which results in them spending a lot of time in Tik Tok. These negative effects will also distract the attention of most adults, children and teenagers.

Social media is a global platform without borders. If user-generated content is not managed, it will have adverse effects on users (Association, and Resources, 2018).Teenagers and adolescents have not yet formed a complete value system and world view in their hearts, and they are still in the process of exploring the world. Tik Tok will have a negative impact on the character growth and values of teenagers in the dissemination of content. Previous research indicates that the application will lead to some mental health problems, such as body dissatisfaction, eating disorders, etc. The use of Tik Tok has led to online bullying and children's alienation from their parents, most seriously child pornography (Abdul Jaffar, Riaz and Mushtaq, 2019).

Gupta (2020) pointed out that more than half of the 13 children electronic media use more than two hours a day, most teenagers think that impact on their lives without social media, but about 25% of teenagers have found that the use of social media has a negative impact on their lives, social media makes them with friends and add to the bullying problems of friendship. Some teenagers upload videos of bullies to Tik Tok, which attracts some peers' imitation and makes more innocent people suffer from school bullies, which will leave an indelible shadow on the heart of the bullies. If children want to be famous on Tik Tok, they will have more incentive to do suggestive or risky things and make bad decisions, while TikTok provides a platform for children. Smartsocial (2020) interviewed parents of teenage users of Tik Tok and found that when their children posted videos on Tik Tok, they received some inappropriate and sexually suggestive comments, and some users even sent explicit videos to their children.

Tik Tok is not the only social media that can make students addicted, such as Instagram, Facebook, PUBG and other social or gaming software can bring students Internet addiction. If these applications are used more than expected, people addicted to social networking sites will suffer a fiasco in life (Makvana and Patel, 2019).While addiction to social networking apps such as Instagram can affect sleep quality (D'Souza, & Meenakshi, 2018) and other negative effects. If social media applications are not used in the right way, there can be serious health and psychological consequences in the future (Makvana and Patel, 2019).

Social media giants in some countries believe that without Tik Tok's protection in overseas markets, Bytedance will lose its main source of income and its main force in the internationalization process. In the United States, India's ban on Tik Tok has greatly affected the international commercialization of Bytedance. But the main source of revenue for Bytedance is not Tik Tok, but advertising. The advertisements mainly come from China's Toutiao and Douyin. Bytedance not only earns revenue through advertising, but also plans to develop e-commerce, games, education, finance and search. In overseas markets, the main source of revenue for Facebook and Google comes from advertising. Facebook relies on social, Google relies on search. If Bytedance can operate the newly developed strategy, the development trend in China is very good. However, Bytedance's path to globalization will be blocked or even suspended. For the United States, India addresses Tik Tok's problems. Rich Bishop, CEO of AppInChina, said in accepting the media that in order to convince Tik Tok that it is not a threat, “the only and permanent solution is to treat the overseas entity as a completely independent entity, split by a major overseas shareholder, so that China’s parent company There is no legal control over it (Abi-Habib, 2020).” Bytedance was hit by such a big blow as soon as it entered the overseas market, and the company is also studying strategic alternatives. The final result may split Tik Tok into a US company. Or create a new management committee to establish the app headquarters to keep its operations away from China. In the topic #TikTokban, some users also analyzed that the United States is unlikely to restrict Tik Tok. A very important reason is that the head of Tik Tok is now an American. In May of this year, ByteDance also poached Disney's famous executive Kevin Mayer, becoming the second commander of Bytedance and the new CEO of Tik Tok. This behavior shows that Bytedance has also made a strategy to go global. They set up an overseas management team to lead the development of Tik Tok. In addition, Tik Tok is also actively lobbying in the United States to establish positive and friendly relations with the government. Through lobbyists, we will strive for more opportunities for Tik Tok overseas development. Guarding Tik Tok will be the biggest dilemma Bytedance is facing today. It determines whether Bytedance can take the second foot on the road of globalization.

Chapter Summary

The literature review discusses the characteristics of social media and its impact on the concept of globalization. The process of globalization has had a huge impact on emerging market economies. The impact of technology on globalization can be seen from the perspective of globalization, but most research has been conducted on available social media channels in the past two decades. At present, there are no targeted studies on Chinese social media. These studies need to investigate consumer perceptions and attitudes. And in the future, Tik Tok's international development path for other social software in China. China is one of the most powerful consumer markets, and social media is also part of it. Social media and streaming media platforms have witnessed the recent development of globalization. Researchers have made a critical view on the globalization of social media. On the one hand, globalization drives economic development at multiple speeds. On the other hand, the rapid development of social media has also brought about some negative effects, such as cultural differences that lead to unacceptable religious content and untrue information. With the development of media globalization, cultural differences between countries have gradually narrowed. And social media provides a lot of opportunities to establish connections and interactions between people, and social media has brought some new definitions and needs. This article analyzes the factors identified in the context of Tik Tok, and how it achieves the goal of internationalization, as well as the limitations and challenges that Tik Tok will face on the road of international development. When China is developing rapidly in the world's fastest-growing social media field, it threatens the status of American technology and technology. Therefore, Tik Tok is subject to various policy and legal regulatory restrictions. And finally analyzed the impact of these policies and restrictions on other Chinese social software that will enter the international market in the future.

3. Methodology

3.1. Introduction

A mixed methodology was chosen for the research whereby ____ surveys were evaluated and ______ interviews were held. (fill in the numbers).

This chapter introduces the basic research concepts, research methods and processes used to collect research data. This article also details the advantages of different research methods for the research data of this project. Research on the problem, the correct method will be a combination of quantitative and qualitative methods. Therefore, researcher use a quantitative questionnaire method and a qualitative structured interview process to conduct research. Non-probability sampling method was adopted in the questionnaire survey. In terms of qualitative research, researchers conducted structural interviews with senior employees of Bytedance company. To quantitative methods will help to understand Tik Tok's insights on current trends in other social media applications in the domestic and international markets (Ghemawat, 2016). Structured interviews can get a high response rate from interviewees, and interviewees will explain the questions in detail on the spot to avoid misunderstanding by interviewees. However, the reliability of questionnaire data depends on the accuracy of respondents' answers to a large extent. Structured Interviews have been Structured so respondents were less selective in answering questions.

The questionnaires and interviews will be kept strictly confidential, and with the consent of the respondents, all survey results obtained by the researcher will be used only for research purposes.

3.2. Research philosophy

The last chapter further explored the problems encountered by Tik Tok in the process of globalization through the study of literature review. In today's economic situation, a company may develop products in one geographic area or country, and then sell products in a completely different country, and this becomes a reality due to the technological revolution and globalization. These problems include not only differences in regional culture, but also restrictions on the development of political and national conditions. For example, Tik Tok was forced to delist in India recently, and the United States also questioned Tik Tok. The scope of its power and influence has spread from the economic, political, social, technological, legal and moral fields (Matos, 2012). Because short videos are reshaping the experience of learning and entrepreneurship in shared media, teaching materials, emotions and communication functions are added through visual and physical expressions. Many countries have to prevent the management and development of Tik Tok.

Tik Tok has become the most popular social media platform for young people in the world Herrman. J, 2019). <<<remove initial J <<< In order to explore the importance of these influencing factors on the road to internationalization. The next chapter investigates the research methods used to further study the limitations and challenges that Tik Tok will face on the road to globalization. In answering the main research results, the methodology used to complete the investigation of Tik Tok's globalization dynamics is summarized.

The projection of Internet use time in different age groups and occupations reflects the degree of users' use of Tik Tok. On the other hand, quantitative research is extremely important to understand the organization's practice in achieving great success and the importance of internal and external forces for Tik Tok's internationalization trend. The research design chosen for this article will be a descriptive research, which will attempt to describe the current state of the identified variables, which are streaming and internationalization. Through this design, system information will be collected to understand the phenomenon (LiXu, 2019). Since the research must be comprehensive, it will include both quantitative and qualitative research methods. This will be a combination of descriptive design and causal comparison design, which will explain the causal relationship between independent variables and dependent variables, but the main focus will be on quantifiable data and descriptive design. Qualitative field research is a form of qualitative research that helps to collect data in a descriptive form, which can be analyzed for in-depth analysis. The impact of additional streaming services and social media sites on customers will be mostly recorded face-to-face, sometimes through virtual settings (such as video calls). In this research model, human emotions, behaviors, attitudes and opinions are recorded to obtain better insights and detailed information, which can be obtained through numerical data. This particular model is called qualitative field research because it can ensure that researchers enter the field and observe the work of the observer under definite conditions, and learn about the participant’s real life experience in the participant’s environment. The most commonly used media for recording information are through observation, focus groups and face-to-face interviews (Chapman & Ahrens, 2017). Therefore, we conducted interviews with focus group members through qualitative research methods, and analyzed how Tik Tok, who has different analytical content in different countries, faced and solved the difficulties in each country based on their emotions, behaviors, attitudes and opinions. What do users think about Microsoft's upcoming acquisition of Tik Tok , and Bytedance's agreement to divest Tik Tok's US business, will affect Bytedance. If ByteDance sets Tik Tok's global headquarters in the UK, what impact will this have on Bytedance? How to treat Tik Tok's control over user need? Does Tik Tok's "information cocoon room" involve user privacy? For the above issues, we analyzed and summarized potential political influences, moral concepts, and limitations of global development through interview questionnaires.

3.3. Research approach

3.3.1. Quantitative research

The short video platform is a social media service that can provide users with videos content (mainly user-generated content), which lasts from a few seconds to a few minutes. Many current video sharing platforms also integrate standardized short videos. With the attributes of social media interaction and collaboration and entertaining short films, it has attracted a large number of young audiences. Quantitative research is to investigate and study the quantity of things. It is necessary to use mathematical tools to analyze things quantitatively. This is called quantitative research, also known as quantitative research. It is a basic research paradigm in the field of social sciences and scientific research. One of the important steps and methods(McNeill and Chapman, 2005). The investigation method is an ancient research method, which refers to the establishment of a plan to comprehensively or more comprehensively collect various materials on a certain aspect of the research object in order to achieve the intended purpose, and make analysis and synthesis to obtain a certain conclusion Research methods (Dix, 2020).The function of quantitative analysis is to reveal and describe the interaction and development trend of social phenomena.

Tik tok (also known as Douyin) has now become the number one free short video streaming application in China. Tik Tok is available in more than 150 countries/regions and has more than 1 billion users. In the United States alone, Tik Tok has been downloaded more than 175 million times (Doyle, 2020).

In order to collect quantitative data, closed questions must be used in the survey. They can be a combination of multiple question types and can help collect data that can be analyzed and understood. Therefore, the research method starts from the literature and questionnaires, summarizes these, tries to explore the existing impact and changes of Tik Tok on internationalization, and then collects the answers to our questionnaires in order to fully understand the internationalization process, and finally conduct data analysis. Identify recurring patterns and repeated experiences. Most of the time, researchers agree that faster response time and reduced costs are achievable benefits, and response rate is still the most widely used reference standard for evaluating survey quality (Herzing,2016). The quantitative analysis data collected in this article is based on a professional survey platform as our questionnaire tool. Our team members have made a questionnaire. Participants directly visit the website and scan the QR code we shared with them to complete the questionnaire. The "Wenjuanxing" website. In addition, when the questionnaire is completed, the back-end system of the website will automatically count the answers to form a pie chart, a bar chart or any form we want. Second, the website enables participants to answer quickly and protects the privacy of respondents. The paper uses the method of classification and aggregation (Table 1). The questionnaire consists of several parts. The classification and summary are used for cross-over research, combined with the placement of X and the selection of summary types. Due to the nature of the collected data, it is important to analyze the meaning of these data from the collected data. Quantitative analysis is a method of establishing a mathematical model based on statistical data, and using the mathematical model to calculate various indicators and their values ​of the analysis object. In-depth research based on data, because quantitative data can be statistically analyzed, it is very possible to explain the research in detail. The questionnaire includes 15 questions, covering content from basic user information to personal preferences. There are 389 users in the survey, regardless of age and gender, by referring to the data sheet (Krejcie, Morgan, 1970). The simple size of 389 people control population is greater than 100000. The user survey information is all hidden information, which will not infringe on personal privacy, and will not disclose personal data and results. According to the survey results: Since the results obtained are objective in nature, they are very accurate.

According to the purpose of the survey, the main body of the question design is divided into four parts: the first part is the basic information of the survey user, the second part is the time and reason for the user to swipe Tik Tok, and the third part is the user's specific Tik Tok function. Usage and overall views, the fourth part is users' views on the future development of Tik Tok. Specific ideas are broken down as following:

The first part of the survey consists of users’ age and occupation. Users under 18 years of age use Tik Tok are the least, 19-25 years old, and users over 41 years old use Tik Tok to reach 31.88% and 39.59%. It can be seen from the simple structure that the age group of 19-25 years old belong to young people. Tik Tok is a software that is liked by young people, and users over 41 also like Tik Tok. It can be observed that Tik Tok and the obvious segmentation in the age group. Among these users, office workers use Tik Tok up to 50.13%, accounting for typical users. This shows that most of the working users will use Tik Tok's software in their free time.

The second part is the right time users spend on Tik Tok and surf the Internet. You can roughly understand how users like Tik Tok through how users distribute their use of Tik Tok in normal time. 52.7% of all users spend more than 4 hours online every day. This data shows that most people rely on the Internet age. But for Tik Tok, 33.42% of users keep it at 5-10 minutes, 20.13% keep it at 10-30 minutes, and 21.08% keep it at 3-60 minutes. It shows that most people use Tik Tok for a long time, and 74.63 people can still control the time of using Tik Tok.

The third part is the function and view of Tik Tok. Understanding what users prefer, followed by user reviews. By understanding these, you can know why users use Tik Tok and how satisfied they are with the basic functions of Tik Tok. 39.07% of users learn about this software through friendly recommendations, and 22.62% learn about it through social applications. This data shows that Tik Tok's sharing function and user's favorites are of great help to the promotion of Tik Tok. Among them, 59.38% of users use Tik Tok because of entertainment, and 29.31% and 24.16% of users use Tik Tok due to focus on hot spots and information collection. This data shows that most users use Tik Tok in their free and boring time, and another part of users figures out Tik Tok to learn and understand what they are interested in. After users understand the role and functions of Tik Tok, 80.21% of users have not been trying to shoot short videos, just watch the video. 46.02% of users will like and comment on videos. 25.45% of users will shoot and upload videos. The reason for shooting is for fun, and a small number of people are shooting to record their lives. This includes 27.76% of people sharing video content with others or social software, indicating that Tik Tok can share happiness with others and can record meaningful things. Among these people, 70.95% are only absorbed in Tik Tok's video content, 30.08% will pay attention to Tik Tok's video music, and 22.88% will pay attention to the content of video clips. It shows that the content of Tik Tok will have an effect on users, and will drive some users to learn and understand the music or clips in it.

Most users use Tik Tok at home, and 24.68% use Tik Tok on transportation. This data shows that most people still use Tik Tok in their free time to soften, or spend time on transportation.

After understanding the above basic questions, the fourth part is an investigation into the function and future progress of Tik Tok. 48.07% of users think the interface is easy and easy to operate. 30.08% of users think that the video quality is superior, and 29.56% of users think that the platform is fully functional and stable in operation. These factors are why users continue to use Tik Tok, indicating that Tik Tok has its own characteristics compared to other short video software. It is these differences that make Tik Tok quickly become popular in various countries.

Of course, Tik Tok's malpractice investigation results show. I believe that it is a question of whether to strengthen supervision of such apps, especially young people. The survey shows that 67.87% of users believe that Tik Tok should strengthen content screening, 49.1% of users believe that real-name authentication should be used, and 40.62% of users believe that it is necessary to strengthen control of the time users use Tik Tok. Regarding the pros and cons of Tik Tok, 33.16% of users believe that its advantages outweigh its disadvantages, and 28.28% of users believe that the pros and cons have little influence. This phenomenon shows that Tik Tok still affects some users with less self-control ability, which consumes a lot of energy and affects normal study, work and rest. But most users can still control and reasonably plan their own time to use Tik Tok. Therefore, Tik Tok should review the management mechanism and pay attention to the management of use time and content review. Tik Tok needs to further improve the experience of the software, such as adding more interesting templates and content to help people learn.

Pass this investigation, the research team has a further understanding of the design and production of the questionnaire. This questionnaire collection and data analysis further help us understand the feedback of users of different age groups on the use of Tik Tok. I also understand the current users' evaluations and expectations of Tik Tok. However, it is reflected from the feedback that Tik Tok still has many problems, which will affect the progress of Tik Tok on the road to internationalization. For example, the detection of video content, the review and management system is not perfect, and it complies with the laws and regulations of various countries. This practical survey also helped us clarify the direction. Understand the reasons why Tik Tok was blocked in the development and the direction for improvement.

3.3.2. Qualitative research

Qualitative data refers to non-digital information, such as notes, interview transcripts and audio recordings, or text documents and images (Dudovskiy, n.d.). Qualitative analysis examines non-measurable data, such as brand image, company reputation, or customer perception of the product (BusinessDictionary, 2020). Almeida, Faria and Queiros (2017) point out that qualitative research focuses on a deeper understanding of a given problem, with the aim of generating in-depth and declarative information in order to understand all aspects of an analytical problem.

The main purpose of this dissertation is to understand the role of Chinese social media platforms such as Tik Tok in internationalization. Researchers need to have a deeper understanding of how the management or the operators of Tik Tok view the impact of Chinese social media and streaming media platforms represented by Tik tok on internationalization from the perspective of the company. At the same time, researchers conducted Structured Interviews with Bytedance employees.to understand and analyze the success factors of Tik Tok and the role of Tik Tok's parent company, Bytedance, in the internationalization process.

The researchers tracked down a senior Bytedance employee from the management team whose primary responsibility was to expand and manage the customer channel and run Tik Tok. After explaining the scope and nature of the study, the researcher connected with the respondents through social software and invited them to participate in the study. The researchers asked respondents 16 questions. The whole interview can be roughly divided into two parts: the first part is the interviewees' views on Tik Tok's influence in the international market; the second part is about Bytedance's view of other enterprises threatening Tik Tok in the international market. This interview will be shown in the appendix.

Based on the information provided by the interviewees, the researcher found that the successful internationalization of Tik Tok was not accomplished overnight. From its initial development, Tik Tok has transformed the long videos on YouTube into short videos of 1-3 minutes, which is a continuation of short videos of European and American group life. This laid the foundation for Tik Tok's internationalization. At present, the short video field is the shortcoming of internet companies in various countries. Therefore, the popularity of Tik Tok has made major Internet companies begin to encircle Tik Tok. Tik Tok had to divest its business in the United States and sold Tik Tok to Microsoft. From the perspective of the interviewees, Tik Tok does not match the corporate culture of Microsoft. The acquisition of Tik Tok will not necessarily bring benefits to Microsoft, which may cause Tik Tok to gradually decline. But for Bytedance, the cash flow from the sale of Tik Tok can not only make up for the losses that Bytedance has suffered in other countries, but it can also reserve funds for research and development funds to prepare for the next product. The popularity of products comes from the creativity of developers and the core competitiveness of operators. As long as the company's core competitiveness is not lost, the company can still rely on technology to develop a new popular social media. But Bytedance may also lose the entire overseas market, affecting the layout of globalization and the process of internationalization.

The advantages of using qualitative research are evident in this project. Researchers can interact with participants in their own language and in easy-to-understand terms. For example, in the eighth question in the interview, participants did not understand the specific meaning of the word "control power" in "Tik Tok's control power of user demands", and the researcher could extend and explain the specific meaning of "control power" in detail. However, due to practical factors, the researcher could not communicate with the participants for many times, so the researcher did not explain to the participants well, which was a defect in this qualitative study. Structured interviews in qualitative research provide an environment in which participants can immerse themselves and provide the most direct perspective to the researcher. In structured interviews, participation provides a holistic view of what is relevant to the study, and the participants' responses help the researcher develop new ways of understanding(libguides, 2020). According to the interview, researchers asked "Why is Tik Tok popular in all countries?". According to the current situation, including researchers, most of the scholars and people all think it is one of the most popular Tik Tok short video platform, however, according to the respondent's answer can be found, Tik Tok managers through the company's internal data monitoring, Tik Tok was launched in 2017, but it was not until 2019 years ago did not appear the phenomenon of popular, as a result, managers don't think Tik Tok is one of the most popular social networking platform. Tik Tok was developed by a Chinese Internet company, and most believe Tik Tok's popularity is driving China's cultural exports. However, from the perspective of management, accurate data are needed to analyze the proportion of overseas users and Chinese users in Tik Tok, and the proportion of video content about Chinese culture in the total number of videos to analyze whether Tik Tok belongs to cultural output. Judging the social platform as a cultural export is politically biased if only because the developer is from China. Qualitative research can quickly complete interviews with participants and can respond to changes that occur during the research. This provides flexibility for interviews, which facilitates researchers to change interview questions at any time according to changes in social conditions before the interview. The preparation and selection of questions can be closer to changes in social conditions, and the acquisition of information provided by the interviewees is more suitable for this research. The researcher only interviewed one employee of Bytedance, the sample size is small. However, the small sample size helps the researcher to investigate the research problem comprehensively and in-depth (libguides, 2020).

3.4 Limitations

On the one hand, when formulating the questions and options of the questionnaire, it is difficult for researchers to determine and measure the questions of the questionnaire. First, there is the challenge of setting the number of questions. When questionnaire questions are too long, some interviewees will lose patience. When it comes to the questions in the later period, respondents may choose an option randomly without looking at the questions of the questionnaire, which leads to conflicts in the choice of options between different questions, and ultimately leads to the repeatability or even invalidity of the questionnaire. Moreover, in terms of respondents, although researchers have chosen non-probability sampling methods, the nationality distribution of respondents is not comprehensive and average, which makes it difficult for researchers to generalize the feelings and thoughts of Tik Tok users worldwide with the available data in the result analysis. However, the above two points did not seriously affect the validity and credibility of the study. On the contrary, because of the concentration of the nationality of the interviewees (most of the interviewees were from China and the countries that issued the ban on Tik Tok), researchers could have a better understanding of the internationalization process, challenges and threats of Tik Tok in these countries.

On the other hand, for the preparation of questions for the structural interview, respondents did not accept the request for recording due to the location and time, but agreed to the researcher to make a written record. As the researcher may misunderstand the respondents' answers and the respondents may not express their true views and thoughts on the questions, there may be bias in the original data. Since the researchers interviewed only one of the company's employees, this suggests a small sample size for the qualitative study. The information provided by the interviewees also has a certain degree of subjectivity, so it is impossible to generalize the results. For structured interviews, researchers need to have extensive experience in order to obtain targeted information from interviewees. This interview with Bytedance's employees is the first structural interview conducted by a researcher. Due to lack of experience, it is difficult to target every problem to the research project. However, the answers to the interviews come from senior Bytedance staff, and researchers can get more official views and opinions, thus ensuring the accuracy and validity of the answers. The combination of quantitative and qualitative research can make the paper more professional and stable.

3.5 Ethics

In the questionnaires and structured interviews, researchers will keep personal information and other private information strictly confidential. Moreover, the research did not harm the health or safety of any of the participants. Respondents in Structured Interviews have signed the INFORMED consent, and the informed consent (Appendix 3) will be shown in the Appendix. All primary information obtained in this academic paper will be used for research purposes only and will not involve any commercial use.

4.Findings and analysis

The following chapter will focus on the findings from the research methodology guidelines which have been outlined in the above chapter. As discussed in the study, the findings are after data analysis with different themes leveraged against the hypothesis and the conclusion of the topic on Tik Tok towards the path to internationalization.

4.1 Overview of the research participants

For this specific research, there are three hundred and eighty-nine people in a controlled population which earlier was expected to go up to 10,000 people. >>>just state how many people completed your survey <<< The quantitative research data is inclusive of fifteen questions, covering n basic information and preferences pertaining the specific questions towards the research (Accolla, Wang and Liu, 2020). Generally, the participants are across all genders and ages as they are considered important towards the conclusion of the hypothesis. For the first part, it is on the users under 18 years of age use Tik Tok are the least, 19-25 years old, and users over 41 years old use Tik Tok to reach 31.88% and 39.59%. It can be seen from the simple structure that the age group of 19-25 years old belong to young people. Tik Tok is a social media platform most popular among young adults and elderly adults alike. It can be observed that Tik Tok and the obvious segmentation in the age group. Among these users, office workers use Tik Tok up to 50.13%, accounting for typical users. This shows that most of the working users will use Tik Tok's software in their free time. Further, research participants have also undergone succinct scrutiny depending on the time that each of the people spend time on the internet. 52.7% of all users spend more than 4 hours online every day.

This data shows that most people rely on the Internet age. But for Tik Tok, 33.42% of users keep it at 5-10 minutes, 20.13% keep it at 10-30 minutes, and 21.08% keep it at 3-60 minutes. It shows that most people use Tik Tok for a long time, and 74.63 people can still control the time of using Tik Tok. Finally, the participants are classified based on how they are satisfied with the functions of the application. Of such, 39.07% of users learn about this software through friendly recommendations, and 22.62% learn about it through social applications. This data shows that Tik Tok's sharing function and clients’ favorites are of great help to the promotion of Tik Tok. Among them, 59.38% of users use Tik Tok because of entertainment, and 29.31% and 24.16% of users use Tik Tok due to focus on hot spots and information collection. As such, from the above distribution of data, it is evident that there is impending literature towards how Tik Tok possesses the ability, not only towards becoming an international organization, but also maintaining the standards, bypassing the rules and regulation in the international world to prevail. The data collected from the distribution from all the participants is not only enough, but gives a conclusive scope as will be discussed in the finding.

In addition to the research participants, there is also qualitative data that will be used to demonstrate the finding for this paper. There are notes, interview sessions, audio recordings and text documents which have information about social media branding. With the understanding that this research focusses on how Chinese social media and streaming media platforms represented by Tik Tok on internationalization from the perspective of the company, there is literature pertaining on the same that has been distributed across different books and peer reviewed articles. When both are brought together, and combined with the respondent perspective of affiliated 16 questions distributed, there is then a conclusive finding for this paper towards the effect of social media towards internationalization and globalization, especially from China’s point of view.

4.2. Presentation

Offered the ideals of the results of the aforementioned methodology, it is justified to assert that the literature discussed therein is inclined towards Chinese media proponents. With the quick improvement of incredible terminals and versatile web, and the "tweaking" that people have killed the information organize besides utilizing WeChat through cutting-edge "strolling WIFI", the platform’s users commenced prioritization of an assortment of amendments. Types of social adherents aimed to with social media users and their affiliated lifestyles (Accolla, Wang and Liu, 2020). Short video, on account of its wealthy substance, personalized articulation and clever structure, has the ability to acclimatize itself to users social lives, whereas improving limited video interconnectedness garners more knowledge leverage among common social media users. According to a study by one of the most renowned Chinese media firms, the level of China's short video market arrived at 5.73 billion out of 2017.<<< this needs a reference<< The incorporation of bundle selling is also vital for the I-Bars’ imminent global market. In essence, I-Bar could leverage on the selling power of affiliated competitors in other regions for paid partnerships for successfully advertising their products. Apart from user preference and tastes, another selling factor would be efficient branding for the company products. The use of high-quality Computer-Generated Images (CGI) responds to modern needs of fetishism in the snack industry (Danna, 2016). Moreover, the incorporation of brand tastes and flavors hugely favors the product brand.

Advancements in modern forms of technology has been instrumental in the propagating the dynamic functions of education, industry and transport and communication facets. However, with increased knowledge in technical paradigms, the aspect of security remains a constant threat. Essentially, the loss of information through hacking has been prevalent to the effect of privacy intrusion and subsequent atrocities propagated through the web of interconnected paradigms.

Cyber-security comprises of techniques, procedures, and controls for ensuring that there is the protection of systems as well as the data from any form of the attack. Implementation of proper cybersecurity measures leads to a risk reduction of the cyber-attacks (Guest, 2018). Vigorous information security encompasses the implementation of control grounded on three primary pillars, which are: people, processes, and technology. The far-reaching approach to cybersecurity benefits the organizations to offer defense to both the planned attacks as well as the general internal threats such as accidental information breach as well as human error. With the role of information and communication technology becoming ubiquitous in modern society, the role played by humans in the underlying information processing is exposed to significant risks of cyber-attacks.

4.3. Short Video And ""Tik Tok"" App Overview

>>>this section reads like literature review . . . simply provide your findings and analysis (discussion)

Short video is a sort of Internet content transmission, which is in many instances spread interior 5 minutes of new Internet media. Looking at the case study of Stanford University, many operations are undertaken by the management and other stakeholders within the university set up daily. Such operations require information processing and sharing using computer-based applications. Cyber-attacks may amount to the interruptions leading to significant financial loss and the reputational damage to the organizations, no matter how irrepressible they are (Kremer, 2013). Undeniably, information processing and information sharing are subjected to various vulnerabilities such as computer hacking, information breach, spoofing, phishing among other techniques employed by the hacker by stealing the identity of the users, both at the user level as well as the organizational level (Hearn, 2016). The implementation of cybersecurity strategies is imperative in ensuring that the operations are running smoothly. Additionally, with the application of appropriate tools and technologies, universities especially Stanford University can mitigate these threats to a higher degree, making the institution to remain competitive as well as effective in terms of operational performance.

Cybersecurity concerns have over time evolved from threats such as hacking by bored teenagers out to prove their hacking prowess. Education institutions, government’s agencies, individuals, and business enterprises now face the risks of malware, ransomware, denial of service, distributed denial of service attacks, identity theft, fraud, and data exfiltration among others (Hearn, 2016). These attacks are more targeted and are perpetrated by malicious individuals or organized criminals using attack vectors such as infection of computers with malware, phishing schemes, and social engineering attacks (Jones, 2012). These are often used as the first methods to gain access to the victim’s network or computer.

Ideally, with the advancement of technology in most of the organizations, especially the learning institutions, there are many threats relating to information processing and storage. Such threats are detrimental and may lead to the universities losing the reputations as well as dragging behind in the competitive education sector. Failing to espouse proper information security measures by the universities, especially Stanford University, have led to the escalating cases of hacking and fraud. Notably, these cases in most situations do affect the operational performance such as processing of the student’s information, management of the financial records (Mohamed, 2015). Additionally, due to cyber-attacks, the systems used by the universities tend to be compromised, hence having a great impact on the overall organizational performance.

According to the cyber security study conducted by Accenture Security (2019) affirms that the cost estimated in relation to cybercrimes in the United States in 2017 was $11.7 and $13 million in 2018 Since then, the cost has risen tremendously; this indicates that the cases of cyber-attacks have risen since most of the organizations have to automate their business processes. The main objective of such automation is to increase the efficiency and effectiveness of organizational operations. This is particularly so in the learning institutions, financial institutions among other industries. With the invention and the advancement of mobile as well as e-services platforms, there have been many weaknesses that have facilitated the stealing of the information as well as massive loss of money to both the customers and the organizations.

According to Mohamed (2015affirms that since most of the organization heavily relies on the information that is being stored on the cyberspace for the execution of day to day business transactions, lack of proper cyber security measures amounts to the breaching of the information security. The findings indicate that the effects of not putting in place proper measures may lead to the organizations losing customers and hence its reputations. Other problems include financial losses as well as the loss of reputations. Therefore, resilient cybersecurity measures are required for business operations to be conducted reliably. Notably, previous researchers identified the relationship between the e-Government institutions and the security issues; this is according to Galinec et al. (2018). Additionally, the research shows that most of the researchers have mostly concentrated on quantitative technical research to address issues relating to cybersecurity (Galinec, 2018). However, such methods have proven to be inefficient hence need to be addressed in this research using a qualitative research approach.

In every organization, especially the universities, key performance indicators (KPIs) are one of the major determinants of the organization performance. Efficiency and effectiveness of the measures put in place as far as the processing and storage of information are concerned to do affect the key performance indicators. In relation to this, it is worth to note that cybersecurity measures in the Stanford University sector need thorough refinement to curb the rising cases of cyber-attacks from unethical hackers (Dewar, 2014). Cybersecurity is paramount for the growth and the performance of the universities. Undeniably, cybersecurity has been identified as a critical problem and is a contentious issue, not only to the universities but also to the companies. Hence, there is a need to undertake this research to identify the cybersecurity threats and the effects of cybersecurity on the organization operational performance.

Essentially, the study on the effects of cyber security on the organization operational performance will be of great importance to the researcher as well as to the Stanford University in identifying the best strategies to be adopted in fighting against cyber-attacks. Additionally, this study will help the researcher in achieving academic excellence. Lastly, the researcher will be of great help to the government in identifying the critical cyber-attacks and identify the best mechanisms for fighting against such attacks.

4.4. SWOT Analysis Of The"Tik Tok" App

4.4.1. Favorable Position Analysis

>>>this section reads like literature review . . . simply provide your findings and analysis (discussion)

he presence of the "Tik Tok" is ideally dynamic, with a large pool of exercises on the net and disconnected, focusing on youngsters with innovative mind and interest.It is essential for employers to engage employees at different levels in various vocational training practices (Goetsch, 2014). The vocational training allows employees to acquire better skills in ethics and maximizing profitability, which are core factors in the eventual success of any enterprise.

The most ideal leveraged profitability aspect for Tik Tok could be calibrated through a process definitively referred to as Profit Impact of Marketing Strategy (PIMS), provides an overview assessment regarding a particular SBU to assess a specific strategy. The method aims at analyzing SBUs based on the projections of subsequent investments. The analysis is conducted alongside a market competitor.The model aims at highlighting the factors that should lead to relatively higher ROI. Further, this strategy aims at estimating viable SBU ratings, as regards to profit gain. Furthermore, it avails greater insight to the decision makers and managerial staff concerning the present niches in a market. Additionally, it offers grounds for revolutionizing challenges into opportunities.

4.4.2. Substandard Analysis

Training

A recent study showed that vocational training of employees is necessary towards achieving a holistic stride in the world of business. As such, it is essential for employers to engage employees at different levels in various vocational training practices (Goetsch, 2014). The vocational training allows employees to acquire better skills in ethics and maximizing profitability, which are core factors in the eventual success of any enterprise

Profit Impact Marketing Strategy

This model, definitively referred to as Profit Impact of Marketing Strategy (PIMS), provides an overview assessment regarding a particular SBU to assess a specific strategy. The method aims at analyzing SBUs based on the projections of subsequent investments. The analysis is conducted alongside a market competitor. The model aims at highlighting the factors that should lead to relatively higher ROI. Further, this strategy aims at estimating viable SBU ratings, as regards to profit gain. Furthermore, it avails greater insight to the decision makers and managerial staff concerning the present niches in a market. Additionally, it offers grounds for revolutionizing challenges into opportunities.

Delphi Technique and Trend- Impact Analysis Tool

This model is a fusion of two varying tools. The first one, the Delphi Technique functions to assess a particular strategy by availing comparison of actual, rigid results with assumed and hypothetical results. The hypothetical results are prepared alongside high quality and tested rationales. For the case of Coles Company, it is advisable to implement hypothetical forecasts based on past consumer trends that dictate sales and demand (Otoo, 2015). The projections of this model should contribute to more solid results. The slight or major difference in actual and hypothetical results assists managerial staff in scrutinizing the consumer trends for majority retail products. Additionally, managers are able to make more informed decisions concerning sales strategies.

4.4.3. Opportunity Analysis

With the power improvement of transportable terminals and massive statistics innovation, consumers have greater prerequisites for content on the Internet and In 2017, brief video development was furious, with a purchaser size of 243 million, a year-on-year increment of 58.2%. In February 2018, the quantity of dynamic customers of"Tik Tok" arrived at 12.5261 million (Ngai, Yoshimura and Doi, 2020). Contrasted and the complete number of Internet clients, in addition to quick video with discontinuity and low side and high correspondence, it is accepted that the customer reward of"Tik Tok" is still there.

4.5. The Reasons For The "Tik Tok" App Became Popular

The ascent of the "Tik Tok" APP began on March 13, 2017. Looking at the case study of Stanford University, many operations are undertaken by the management and other stakeholders within the university set up daily. Such operations require information processing and sharing using computer-based applications. Cyber-attacks may amount to the interruptions leading to significant financial loss and the reputational damage to the organizations, no matter how irrepressible they are (Kremer, 2013). Undeniably, information processing and information sharing are subjected to various vulnerabilities such as computer hacking, information breach, spoofing, phishing among other techniques employed by the hacker by stealing the identity of the users, both at the user level as well as the organizational level (Hearn, 2016). The implementation of cybersecurity strategies is imperative in ensuring that the operations are running smoothly. Additionally, with the application of appropriate tools and technologies, universities especially Stanford University can mitigate these threats to a higher degree, making the institution to remain competitive as well as effective in terms of operational performance.

Cybersecurity concerns have over time evolved from threats such as hacking by bored teenagers out to prove their hacking prowess. Education institutions, governments agencies, individuals, and business enterprises now face the risks of malware, ransomware, denial of service, distributed denial of service attacks, identity theft, fraud, and data exfiltration among others (Hearn, 2016). These attacks are more targeted and are perpetrated by malicious individuals or organized criminals using attack vectors such as infection of computers with malware, phishing schemes, and social engineering attacks (Jones, 2012). These are often used as the first methods to gain access to the victim’s network or computer.

Ideally, with the advancement of technology in most of the organizations, especially the learning institutions, there are many threats relating to information processing and storage. Such threats are detrimental and may lead to the universities losing the reputations as well as dragging behind in the competitive education sector. Failing to espouse proper information security measures by the universities, especially Stanford University, have led to the escalating cases of hacking and fraud. Notably, these cases in most situations do affect the operational performance such as processing of the student’s information, management of the financial records (Mohamed, 2015). Additionally, due to cyber-attacks, the systems used by the universities tend to be compromised, hence having a great impact on the overall organizational performance.

According to the cyber security study conducted by Accenture Security (2019) affirms that the cost estimated in relation to cybercrimes in the United States in 2017 was $11.7 and $13 million in 2018 Since then, the cost has risen tremendously; this indicates that the cases of cyber-attacks have risen since most of the organizations have to automate their business processes. The main objective of such automation is to increase the efficiency and effectiveness of organizational operations. This is particularly so in the learning institutions, financial institutions among other industries. With the invention and the advancement of mobile as well as e-services platforms, there have been many weaknesses that have facilitated the stealing of the information as well as massive loss of money to both the customers and the organizations.

According to Mohamed (2015affirms that since most of the organization heavily relies on the information that is being stored on the cyberspace for the execution of day to day business transactions, lack of proper cyber security measures amounts to the breaching of the information security. The findings indicate that the effects of not putting in place proper measures may lead to the organizations losing customers and hence its reputations. Other problems include financial losses as well as the loss of reputations. Therefore, resilient cybersecurity measures are required for business operations to be conducted reliably. Notably, previous researchers identified the relationship between the e-Government institutions and the security issues; this is according to Galinec et al. (2018). Additionally, the research shows that most of the researchers have mostly concentrated on quantitative technical research to address issues relating to cybersecurity (Galinec, 2018). However, such methods have proven to be inefficient hence need to be addressed in this research using a qualitative research approach.

In every organization, especially the universities, key performance indicators (KPIs) are one of the major determinants of the organization performance. Efficiency and effectiveness of the measures put in place as far as the processing and storage of information are concerned to do affect the key performance indicators. In relation to this, it is worth to note that cybersecurity measures in the Stanford University sector need thorough refinement to curb the rising cases of cyber-attacks from unethical hackers (Dewar, 2014). Cybersecurity is paramount for the growth and the performance of the universities. Undeniably, cybersecurity has been identified as a critical problem and is a contentious issue, not only to the universities but also to the companies. Hence, there is a need to undertake this research to identify the cybersecurity threats and the effects of cybersecurity on the organization operational performance.

Essentially, the study on the effects of cyber security on the organization operational performance will be of great importance to the researcher as well as to the Stanford University in identifying the best strategies to be adopted in fighting against cyber-attacks. Additionally, this study will help the researcher in achieving academic excellence. Lastly, the researcher will be of great help to the government in identifying the critical cyber-attacks and identify the best mechanisms for fighting against such attacks.

The inherent applause of online and offline verbal exchange channels to further decorate it’s had an effect on via expanding the communication venue, thereby expanding the breadth of communication, growing the range of energetic customers of the “Tik Tok” community, and promoting the frequency of users compiling brief videos.

Today's Headline APP acquisition of the quick video platform musical.ly, the organization has entirely upgraded its manufacturer strategy, adopted a global strategy, and extended its customers globally by means of recruiting partners. “Tik Tok”APP is the title of the” Tik Tok” global version of the APP, focusing on the improvement of Southeast Asia and Japan and South Korea markets, and has been well obtained in Southeast Asian countries such as Japan, Korea and Thailand(Yan and Zhang, 2019). Explain that the approach of vibrating to undertake internationalization can make its market more open and extend a massive quantity of users. B. Strong Artificial Intelligence Technology.

The “Tik Tok” APP is a product below the headline collection today. Today's headlines use a powerful algorithm science to label user-published content material as a tag. After the consumer opens the vibrating APP, the domestic page will pop up the video by sliding, which is easy to operate (Yan and Zhang, 2019). The vibrating APP can precisely analyze the user's desire in accordance to the user's like video type and the dwell time of a certain video, and then give the consumer a short video content material of the tag kind that the consumer likes, thereby increasing the person frequency.

4.6. The Existing Problems Of The “Tik Tok” App

>>>this section reads like literature review . . . simply provide your findings and analysis (discussion)

The “Tik Tok” APP analyzes the user's preferences thru the effective algorithm science and accurately recommends the brief video content, so that the consumer regularly sees the quick video content of the similar label and feels the homogenization of the content With regards to commercial aspects, social media had proved an instrumental tool in the dissemination of information regarding already established institutions. Hence, various corporations and companies have been at the forefront of developing social media profiles to enable networking and consequently acquire a wider client base. On the other hand, social media sites such as Facebook deploy the provisions of paid advertising whereby businesses are required to part with a fee for their advertisements to reach a wider audience. Consequently, the investment brings about positive returns for the business owners in terms of gaining profit.

Another use of social media platform by corporations is the multi-faceted aspect of researching public profiles for employees and potential employees on social media sites. In essence, the aspect is multifaceted as it presents an advantageous result for employers but may create negative results for employees or potential employees. Employers are able to assess the public profiles of these individuals and hence make rational decisions concerning imminent employment depending on the material that the individual mostly posts on their page. Ideally, whatever a person posts on their public walls illuminate the type of personality that the individuals possess. Relatively, weird posts on an individual’s walls may imply that they lose an opportunity at acquiring the employment opportunity regardless of how good their expertise may be.

4.7. The Countermeasures

Product understanding is an important aspect of effective marketing and stretches from the utilitarian to the quality aspect of the product intended to launch. I must admit that Sonocents approach was quite detailed, particularly offered that they launched much earlier than us. However, I suppose we have more edge than Sonocent owing to our initial social media following that has garnered a wide following. However, it is worth noting that we are not only banking on social media to fuel our product understanding; rather, we put measures to actively engage a live audience while at the same time, minimizing costs to the maximum (Duralia, 2018). Thus, part of our plan has been to source for county-based business exhibitions, obtain licensing and then proceed to explain the main aspects of our product. Additionally, our product understanding, based on clientele explanations, was based on the fact that academia faces challenges and information technology was the new frontier towards developing an iconic product that would revolutionize the world of academia and its adherents, therefore improving education systems and consequently; the quality of life.

The marketing process of a product ought to contain succinct details of the product in question, while at the same time maintaining objectivity within the scope of the product’s core utility and cost. For example, offered that our product is relatively new to the market, and after Sonocents prior production, it would be justified to develop a strategic marketing plan, with clear candid objectives to ensure understanding and potentially attract a wider base (Ferreira, 2017). Essentially, my team has more edge over Sonocent based on the fact that our strategy was motivated by customer understanding and consequently, providing a fair market comeback in terms of potential pricing (Duralia, 2018). In essence, part of our objective was to break down the production process into finer detail, with the hope that we could lure potential clientele with objective openness. Ideally, we understand that taking the initiative to be transparent creates a positive rapport and is hence the initial step toward achieving consumer confidence, and potentially creating sales.

4.8. Further Understanding In Global Scope

Much the equal as Huawei, Tik Tok figured out how to get away from its Chinese repression to clash with western tech goliaths. Ostensibly, Tik Tok offers a more outstanding risk than Huawei. Seemingly, it has given China the way to siphon content legitimately onto the telephones of a large number of residents in America and Europe (Ngai, Yoshimura and Doe, 2020). TikT ok has been enduring an onslaught previously—dislike this. It has abruptly been hit by means of the ideal tempest of 4 separate safety memories interior seven days. First got here the information that a beta arrival of Apple's iOS 14 had gotten Tik Tok subtly getting to clients' clipboards. Tik Tok was in properly company—a heap of specific functions was found doing likewise, and like those others, Tik Tok gave a clarification and an update (Ngai, Yoshimura and Doi, 2020). However, it was once Tik Tok that produced the features, incredibly on the grounds that it had been gotten before doing likewise and had vowed to stop, but commonly on the grounds that performing to sneak round on a big variety of telephones in the west is unique in case you are Chinese.

At that factor got here the statement from the Indian authorities that Tik Tok would be confined on public safety grounds. Again, Tik Tok was once in correct company—there were 58 different Chinese applications subjects to comparable approvals. However, as soon as more, Tik Tok stood out as simply newsworthy (Ngai, Yoshimura and Doi, 2020). India is the stages' largest market, the place a huge wide variety of clients have brought the utility and offer its recordings. As indicated via reports, sources at the organization advocated the boycott may also value Tik Tok as lots as $6 billion. The triggers for India's prohibition on Tik Tok were military and political pressures among itself and China. What's more, sufficiently certain, soon after its boycott used to be declared, reviews from Australia proposed its administration was once feeling obligated to do likewise (Ngai, Yoshimura and Doi, 2020). Australia has its very own international strains with China, and late digital assaults on the nation's administration have been casually ascribed to Beijing. The 1/3 whammy for Tik Tok, however, got here when Secretary of State Mike Pompeo affirmed in a Fox News meet that the U.S. was "surely taking a gander at" limiting the stage. Out of nowhere the quite contained exercise in India looked as even though it may also wind loopy and repair a lot of Tik Tok achievement lately(Ngai, Yoshimura and Doi, 2020). The U.S. information was once unadulterated governmental issues, with Tik Tok becoming a member of Huawei as a tribal objective of the innovation impasse amongst China and the U.S. Indeed, there are security concerns in the background, then again business, economic and political worries trump those.

As Tik Tok with its U.S. Chief hopes to deal with the aftermath from this immensely trying out set of bringing down dominoes, two issues stick out. Initially, the U.S. In the tournament that you need to all the more probably understand the harm the organization can do when it focuses on the accomplishment of a Chinese tech monster, truly ask Huawei. Pompeo has been the campaigner-in-boss towards Huawei, and it used to be no happenstance that it was once he who broke the news that Tik Tok may wind up in related territory (Jia, Kenney and Zysman, 2018). In the wake of Pompeo's meeting, a Tik Tok consultant let me comprehend "TikTok is pushed through an American CEO, with many workers and key pioneers throughout wellbeing, security, item, and open method right here in the U.S. We have no higher want than advancing a covered and impenetrable utility trip for our clients. We have by no means given purchaser facts to the Chinese government, nor would we do as such on every occasion inquired.

5. Discussion

In our daily activities, we can see the influence of the Internet on how we live in developed countries today. The communication process has been affected because as time goes by, it seems that traditional communication methods are used less and less. The Internet, social media, mobile phones, and text messages are new communication methods that the modern world has adopted. Technology seems to play an important role in the way public relations are exercised. The social media platform enables the company to improve its international market share and reach potential customers worldwide. As a result, more and more large and small companies are beginning to use them in their internationalization strategies. In 2013 (Gupta and Brooks), 1.73 billion people worldwide used social media networks. The potential value of this trend to the company is huge. As the age category of people who use social media continues to expand, people are interested in applicability to a wider range of products and therefore to a wider range of companies. Most social media users have multiple accounts on different social networks, and using these networks for various purposes means that companies should carefully consider how to use their advantages to attract more users. These users are not only locals, but also users from more countries.

The literature shows <<<< this chapter is about your FINDINGS, not literature review<< that the widespread use of the Internet has led to the rapid internationalization of social media and streaming media platforms. The global dissemination of science and technology has created a wide range of connections, thereby creating greater new opportunities. The current focus of technological globalization is the connections established by social media networks. Internet companies are roughly divided into information search and social networking, and e-commerce platforms for life services. Among them, social media is basically UGC, which is easier to realize globalization, such as Facebook, twitter, YouTube, Instagram, Facebook, for example, is a great product. If you just look at the features of Facebook itself, it sees easy to be replaced. Now Instagram and twitter are good alternatives. In addition, with the acceleration of global economic integration and the development of China, more and more Chinese enterprises go to the world and expand their influence in the domestic and foreign markets. In addition, the rapid development of the company does not have enough experience and support. This includes all aspects, including companies, governments, intermediaries and industry associations. Roles and various coordination mechanisms, such as imperfect regulatory framework, lack of relevant intermediary agencies and Industry Association platforms, are also important factors hindering the ambition of "going global". Last but not least, small and medium-sized enterprises usually show enterprise vitality, flexibility and higher efficiency, while large companies are more powerful in economies of scale, economies of scope and financial, legal and technological resources. At the beginning of the internationalization process, the latter companies can deal with trade barriers more effectively because their resources and capabilities are more developed than small companies. In the face of the unpredictable international situation and the lack of understanding of the target countries, the internationalization commitment of small and medium-sized enterprises is lower than that of large enterprises. The main obstacle for companies to use social media in the process of internationalization is the difference between national data security and privacy regulations. This forces companies to invest heavily in whether and how to use available consumer data.

Obviously, the most news surrounding Tik Tok in the past few months is the US and Indian government's attitude towards this application. The US government is definitely considering banning Tik Tok and other Chinese social media applications because of concerns about their content and fear that they collect data and personal information from user devices. Many users think this is a precursor to Tik Tok being banned by the US government, and it hasn’t been long since the last time India banned Chinese apps on a large scale. In addition, the operation of Tik Tok in Hong Kong, China has also changed due to changes in the general environment. On July 6, Bytedance announced that it would stop Tik Tok’s operation in Hong Kong, China. It will change Tik Tok to the mainland version of Douyin, so it is essentially not affected. influences. Back to the United States, although the fault was said to be a program bug or the like, the US government gave the signal early because Tik Tok was involved in the political struggle. With the rise of the U.S. government’s anti-racism movement, many users began to change their profile pictures into black symbols to protest the censorship of black creators. Tik Tok users will unfollow other users who do not support the movement, and black creators require non-black allies to follow at least one new black creator. Maybe Douyin also felt that this was unreasonable, and stopped the activity. But one wave has not settled, another wave has risen. The current US President Trump held the first offline campaign rally since the outbreak of the new crown in the United States in Tulsa County, Oklahoma. What is embarrassing is that the venue, which could accommodate more than 19,000 people, had thousands of empty seats at the beginning of the rally that night. The atmosphere on the scene was quite bleak. The attendance rate is alleged to be only about two-thirds, and only 10,000 people actually participated in this canvassing activity. In addition to being affected by the new crown epidemic, before the rally, young American internet users initiated an advance seat reservation campaign through online platforms such as Tik Tok, and they planned this action by waiting for social platforms. In addition to interfering in politics, the U.S. government also believes that Tik Tok has collected too much unnecessary user information and sold it to advertisers. The U.S. government is also worried that Tik Tok and its parent company Bytedance will share data and information, which makes the U.S. government uneasy. Regarding the possible ban in the United States, Tik Tok officially responded that it has never provided user data to the Chinese government, and will not provide it even if requested in the future. In addition to the government, Facebook’s founder Zuckerberg has also publicly published Tik Tok’s threat theory many times. However, the media exposed the personal information of users in the last general election. It was Facebook who tried to use political advertisements to influence the election results. . The United States is afraid that this will happen again in this election. The economic ideology problems faced by Chinese multinational companies. Globalization is the overall strategy of Bytedance. Despite the American nightmare of Tik Tok, globalization will probably still be the long-term goal of Bytedance's entire industrial ecology. However, as a trend-oriented strategic thinking, we should admit that “globalization” has encountered countless dilemmas on a global scale. These dilemmas have no logic in the sense of economic rationality, but only the political origin of ideological collisions and intensified civil strife. However, it is precisely the latter that is difficult to be easily eliminated by individual enterprises or industries.

Previous studies have shown that the integration of international academic content can support the influence of social media and streaming media channels on internationalization. However, so far, there is a lack of empirical research to test whether some countries' restrictions on Tiktok's policies and regulations will affect other Chinese software's entry into the international market or internationalization. The global Internet companies are poorly balanced, and most of them are large monopolistic state-owned enterprises and a few small and medium-sized enterprises. And there is a serious problem. These companies are only distributed in a few countries, such as the United States and China. Due to the characteristics of the Internet economy, monopolies develop more rapidly and are more difficult to restrain. On the one hand, the network has externalities, that is, the greater the number of users, the greater the value of the network. For example, the more car owners and passengers Uber has, the more beneficial it is for Uber users. It is easier for car owners to receive orders and passengers to get cars. On the other hand, unlike the marginal effect of the traditional economy, the zero marginal cost effect of the Internet economy means that the cost corresponding to the increase of users in the network is negligible. Therefore, the Internet economy is easy to form a "winner takes all" situation. Once a considerable degree of monopoly is formed, it is difficult for latecomers to compete. Uber and Google are all like this. From a market perspective, breaking monopolies and introducing competition are fundamental strategies. At the same time, it is necessary to use the law's mandatory restraint mechanism to prevent monopoly or increase the cost of illegality. For the problems caused by the monopolies of some Internet platform companies, heavy fines can be used to increase the cost of violations, which is a remedy and deterrent after the fact. In addition, a sound supervision system should be established. This requires both strict implementation of existing regulations, and timely introduction of regulatory regulations based on emerging situations to prevent the occurrence or expansion of acts that harm public interests (Hutton and Fosdick, 2011).

Research question asked whether there are cultural differences when using SNS. Specifically, users in China and other Eastern countries who use social media and the United States and other Western countries have different motivations and importance in using social media applications. According to the theory of use and gratification (Kaul, 2011), people look for media that can satisfy their motivations. All the motivations for the use of social media by American participants are very different from those of Chinese participants. Therefore, American participants are more likely than Chinese participants to use SNS to keep in touch with their parents and family, keep in touch with friends, meet more new friends, and show off their lives. However, Chinese users are more inclined to maintain and increase friends who share the same ideas, looking for a sense of social identity. In particular, the concept of UGC is quite different from that of China. Under the influence of multiple factors, such as media environment and cultural background, compared with the characteristics of foreign UGC, such as loose gathering, free flow, freely changing topics and objects, Chinese UGC pays more attention to the influence of celebrities. Due to the Chinese people's introverted personality, they are not willing to expose themselves to the public, but they are also keen on watching and are more willing to appreciate other people's happiness, anger and sadness. Therefore, when an opinion leader appears, it will greatly arouse resonance and admiration. Such a figure or thing can meet the needs of internet users in many aspects, thus attracting explosive attention and follow-up. As mentioned earlier, in China, the supervision of social media may be more stringent, whether for political or economic reasons. Because some SNSs are not only used to communicate with friends, they also have shopping functions. Therefore, financial issues will be involved. Monitor them to understand their positive and negative comments about the business. If users do follow, social media can tell users a lot of information about brands, competitors and target markets. Using social media is an important channel for business success, and every company can benefit from monitoring its social sales strategy. The factors that influence the internationalization of a company include individuals, companies and the environment. First of all, because the role of decision makers and managers in the company is important in the operation of the company, the international experience of key decision makers and the company's knowledge field have become important prerequisites at the beginning of the internationalization process. Secondly, there is also the company's commitment to the market. The company uses the best marketing methods to achieve economies of scale to operate in the market.

According to Leonard (2013), at the beginning of the internationalization of SMEs, the network has become an important factor, but the international positioning and ownership structure are also considered important antecedents. Management ability and organizational ability are factors that affect the international model of SMEs. Finally, considering the market orientation, Bytedance is now a "unicorn" company, but this kind of company is not common. More Internet companies are not so commendable. If it is to attract people's attention to new factors: market orientation, knowledge acquisition, market commitment and global mentality, and their impact on the international performance of SMEs. Network theory and international market positioning are used to explain the international strategic choices and models of SMEs (Montobbio & Sterzi, 2013). For example, the relationship between knowledge acquisition and market commitment and the international performance of SMEs. The recognition of international opportunities began to affect the company's international structure, and the network continued to be relevant to the internationalization of SMEs.

Tik Tok users can search for specific tags that display the number of views associated with that tag and similar tags. Encourage users to use multiple topic tags to increase the likes and views of posts, no matter how trivial. For example, parenting, emotions, emotional intelligence, workplace, office, inspirational, etc., like these subdivisions, for example, the corresponding label of the parenting field can be mother, homework, etc., the corresponding label of emotion is love , Marriage, boyfriend and girlfriend, etc. The labels of EQ are eloquence, workplace, and sales; the labels of office are PowerPoint, EXCEL and so on. Through these tags that users are interested in or have used, Tik Tok's page uses an algorithm to recommend videos to users. Vertical video content makes it easier to get accurate recommendations. For accounts with vertical video content, Tik Tok will give priority to tags, which can help account videos to get more accurate recommendations and increase account weight. Algorithms are reconstructing a set of digital culture and discourse system, a set of concepts, practices and expectations concerning how people act and interact in the contemporary network society. It runs through all the links of production, circulation, consumption and use of media and communication, and at the same time has a close relationship with social systems, social relations, emotional structures, and social changes. Supervision behavior data collection and risk early warning analysis. This is to require all law enforcement departments to form electronic data from all law enforcement inspection results and push them to the Internet regulatory platform for big data risk early warning.

Although Bytedance is not a small and medium-sized enterprise, attracting more users is still their goal. Therefore, Tik Tok recommends short videos that are of interest to users based on tags. During the period when the researchers wrote this article, Tik Tok constantly appeared various major events. The byte skipping Tik Tok directly swept the world. Tik Tok seems to be a short video sharing platform, and some people think it is an output tool of ideology. Byte beating has completely cut Tik Tok and Mainland China, and has tried its best to avoid ideological collision. The challenges facing Tik Tok mentioned in the Research question is: Tik Tok has caused major privacy risks in the past. This application may involve illegal collection of children's data and was heavily fined by the US Federal Trade Commission. Although Tik Tok has made corresponding adjustments before, it has officially issued a ban on children under the age of 13 from joining the software. However, the relevant US authorities still stated that Tik Tok failed to sufficiently seek the consent of children's parents and did not respect the parents' request to delete children's personal information. Although the company has deleted the accounts of some minors, it has not completely deleted their videos and personal information from its servers, and has not fundamentally solved the problem. To this end, Tik Tok reached an agreement and paid a fine of 5.7 million U.S. dollars in order to resolve allegations of illegal collection of children's information. Like almost all technology platforms, Tik Tok not only stores the content created by users on it. On the one hand, the Tik Tok algorithm serves a large number of users and helps users filter out the content they like to watch; on the other hand, it serves the platform and helps the platform to identify high-quality content and screen. Take Facebook as an example. In the past two years, Facebook has been in the mire of privacy leakage and suspected monopoly, facing the dual test of government regulation and user query. His privacy leak has been investigated by many countries around the world, and Zuckerberg himself has been to the U.S. Congress for questioning. Facebook has been punished to varying degrees in the UK, France, Spain, Turkey, Brazil and other countries. In addition to the content, it also contributes to the development goals of the platform. Tik Tok's business model, Bytedance is essentially a digital advertising company, and more than 80% of its commercial revenue comes from advertising revenue. For advertising companies (or media platforms), how much revenue you can get depends on how many advertisers are willing to spend money on your platform, and further depends on how many high-quality users and attention can be sold on the platform. So for Bytedance, users are money, and users' attention is productivity. Therefore, from this perspective, the two most important indicators of Tik Tok are the number of users and the length of time users use them. It is inferred from this that all behaviors that contribute to the increase in the number of users and the increase in user usage time will be given a higher weight in the algorithm system. Which is more important than the number of users and the length of users? According to the survey, users' usage time is more important. The longer a user uses the product, the more he likes the product, which means that his friends are more likely to see him using the product, which also means the probability of him recommending the product to his friends. One of the many platforms that collect, use, analyze, rely on and profit from personal data.

A core idea is expounded by two relatively simple propositions. One is that when someone is involved in a matter, the participant’s view of the world is always one-sided and distorted. This is the principle of error-proneness. Another proposition is that these distorted views can in turn affect things related to this view, because wrong views will lead to inappropriate actions, thereby affecting the event itself. This is the principle of reflexivity. Therefore, the findings of this study must take into account some limitations. Quantitative analysis focuses on the verification of theories or hypotheses, that is, the corresponding data is obtained through a series of test methods, and a series of conclusions are obtained according to the data results and evaluation criteria, and finally determine whether the theory or hypothesis is acceptable and the degree of acceptance. However, most of the investigators based on this paper are Chinese. Because the test contains a large number of questions suitable for a certain cultural background, only a few people from other cultural backgrounds participate in the vote, which may lead to deviations in answering such questions. In addition, the overall validity is biased. Overall validity refers to how the sample in the study represents the target person. The target population in the study are young users. Only young users are not representative, because now more middle-aged people also like to use Tik Tok. Researchers may have deviations due to cultural background and understanding of specific phenomena, which may affect the rationality of the research. Since the researchers are all Chinese, there may be some differences in cultural diversity. Whether in language ability, cross-cultural ability and cultural sensitivity, there may be deviations. Synthesizing various literatures, cultural competence skills are considered to include effective communication, establishing rapport in differences, and respect. Researchers strive to reduce the limitations of cultural differences.

The advantages of the Internet far outweigh the disadvantages. However, recent negative news has dominated the popular media. The rapid development of the Internet has made the role of Internet public opinion increasingly prominent. However, due to the influence of network characteristics and other factors, the main body of online public opinion-internet users, is extremely prone to "group polarization". If it cannot be properly guided and controlled, it will easily lead to some extreme behaviors. Children may face many risks that cannot be ignored. The risks of cyberbullying, harassment, exposure to harmful content and online grooming can make children vulnerable and cause serious harm. Therefore, it is necessary and urgent for Internet companies or laws to strengthen the research on the phenomenon of "group polarization" of Internet users for the management of network public opinion risk. The amount of information on the Internet is huge, and it is impossible for individuals to receive all of it. Users must make choices about this information. When making choices, they will inevitably be affected by selective psychology. Users will filter the information according to personal preferences. And choose to "maintain focused attention and psychological comfort." Therefore, the selective psychology of information is one of the reasons for the formation of the "information cocoon room", which "constrains users in a narrow field of information guided by interests and preconceptions." Selective understanding and selective memory will strengthen the user’s preconceptions, deepen some of the user’s inherent basic ideas, and eventually go to extremes, resulting in extreme views, speeches or behaviors, thereby forming a phenomenon of group polarization.

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6.Implications and Applications

6.1. Introduction

This chapter is divided into two parts: implication for theory and practice, and application of learning in managerial setting. In the implication for theory and practice, the researchers mainly explained the purpose of the research, the value of the research, the understanding and contribution to knowledge in the research. In the application of learning in managerial setting, researchers focus on the two aspects of target market analysis, and product innovation strategy for research and application. In this research, the researchers made full use of the knowledge learned in the major to complete the project research.

6.2. Implications

The purpose of this research is to analyse the role of social media and streaming media platforms through internationalisation. It aims to prove the impact of social media and streaming media platforms on internationalisation in general. The research project also discussed the limitations and challenges faced by Tik Tok in internationalisation and globalisation. This goal is to point out the current deficiencies in the internationalisation of social software and streaming media platforms, and help other social software and streaming media platforms in China to be more aware of the areas that need to be improved and improved in order to follow the path of internationalisation. To achieve better results, the study explored the success stories of Tik Tok and Bytedance's contributions behind the scenes. The goal is to find out the factors for the success of Tik Tok's internationalisation and provide reference value for the internationalisation of other social software and streaming media platforms. The research project has reached the above conclusions and put forward corresponding opinions and suggestions for Tik Tok to refer to every aspect of the social platform and have a more comprehensive understanding of the current challenges.

The value of this project is that the analysis and discussion of Tik Tok's success factors can promote the international development of other social software. It can be expected that Tik Tok, as China's first social media that has successfully internationalised, will benefit the entire Chinese social media industry. This research project enables researchers to apply the knowledge acquired in the University of Strathclyde’s International Management major to real business cases and practice cross-cultural management and business consulting.

This study provides a detailed analysis of successful cases of social media and streaming media platforms, as well as suggestions on the collection of user data and personal information by social software, to help social media and streaming media platforms move towards a more international and favourable direction development of.

The research project is carried out through academically recognised research techniques, so all the objectives of the research project have been resolved.

The research project provides the understanding and contribution of the following knowledge:

The Internet has a huge number of users and shows a growing trend, which has huge potential value to enterprises. The development of the Internet helps companies to exert more advantages to attract global customers. All companies’ use social media as an important channel for their business success, and companies can benefit from monitoring their sales strategies in social media. Moreover, companies using social media can find potential customers around the world while increasing their international market share. At present, more and more companies are planning Internet technology into their own internationalisation strategies.

Initially, the problem with social media on the Internet was simply that there wasn't enough user engagement, but as technology has improved and social media and streaming platforms have evolved, the industry has come up against the more modern problem of potentially violating users' privacy.

Globalisation is Bytedance's long-term goal and overall strategy. The key to Tik Tok's success is that Bytedance has mastered the results of artificial intelligence technology. Tik Tok will market segmentation of video content, including but not limited to categories such as feelings, workplace, and emotional intelligence. These categories will become a label that users can use. Tik Tok has a powerful core algorithm. It will use or search for these tags and observe the user's interaction with the video, and then feed the observation results back to the algorithm to help the application provide users with highly personalised video content. Algorithms are reconstructing a digital discourse system about people's behaviour and interaction in the network society. It is the powerful core algorithm that has aroused users' strong interest in Tik Tok, making Tik Tok the most popular social media platform. But Tik Tok is currently facing the most serious challenges and threats-from the bans issued by various countries.

Algorithms also contribute to social media platform development goals. For Tik Tok, the number of users and the length of time users use the software are the two most important indicators. Therefore, the time and energy users spend on the platform is productivity. Bytedance is a large enterprise, and attracting more users is still their goal. Bytedance is essentially a digital advertising company, 80% of its commercial revenue comes from advertising. The length of time the user uses the software is directly proportional to the degree of preference for the software, which means that the user has the possibility of recommending the product to their friends.

Earlier this year, the Ministry of Electronics and Information Technology banned 59 mobile applications from China on the grounds that Tik Tok collected data and personal information from users’ devices that might harm national security. In the United States, users on Tik Tok called on voters with tickets not to participate in the election of United States President Trump, resulting in less than 33% of the attendance at the election. The United States government believes that this has interfered with political issues, so this is considered to be the fuse of the US government's ban on Tik Tok. Similarly, the government of the United States is using the same reason as the government of India. Even considering that “China caused the novel COVID-19 to wreak havoc in their country”, the government of the United States is preparing to prohibit the release of Tik Tok developed by China in the United States.

Tik Tok had posed significant privacy risks because of its possible involvement in the illegal collection of children's information. But Tik Tok has issued a ban on children under 13 using the software. Moreover, Tik Tok has officially said that the software and its companies have never provided user data or personal information to the Chinese government, and will not do so in the future. Almost all social media platforms store user-created content, and big data algorithms can not only recommend video content to users, but also help the platform identify high-quality video content.

Any social media platform, even Tik Tok's American rivals, has a peek into its users' private lives. For some time, Facebook has been mired in suspected monopolies and user leaks. Facebook has been investigated for privacy breaches in different countries and has received varying degrees of punishment. Facebook is also facing a global 'StopHateForProfit' boycott campaign backed by multiple associations and alliances. During the last campaign, Facebook made public users' personal information in an attempt to influence the outcome of the election. The United States government is worried that Tik Tok's social influence will have an impact on this election. As Facebook did last time it used its influence to influence the outcome.

No government in any country can restrict the use of a piece of software by its citizens. Users often share videos from Tik Tok on other social apps, such as WhatsApp. Tik Tok may face a decline in downloads and user visits in a short period of time due to various measures promulgated by the government. But as time goes on, Tik Tok will continue to rise until the next popular short video app comes along.

For academics: The global spread of Internet technology has created a wide range of connections and opportunities for the world. By integrating, the researchers found that international academic content supported social media and streaming media platforms affectable to internationalisation. At present, the establishment of social media networks is the focus of the globalisation of Internet technology. One of the reasons for the rapid internationalisation of social media and streaming media platforms is the extensive use of the Internet, such as Facebook and Instagram.

A firm's awareness of international opportunities will influence its international structure. At present, in the market and the international market, most of the enterprises are large monopolistic enterprises, and only a few are small and medium-sized enterprises, which leads to the poor balance of Internet companies in the world. Because of the nature of the Internet, the greater the number of users a software or company has, the greater its value. Therefore, it is easy to form a monopoly situation of large enterprises, and monopolistic companies can also develop faster and more difficult to be restrained. This makes it difficult for small and medium-sized enterprises to compete with large enterprises. Therefore, breaking the monopoly and introducing competition are the basic strategies. Meanwhile, a sound supervision system should be established and laws should be used to restrain monopoly.

The rapid development of global economic integration and the development of China's Internet technology have promoted more Chinese enterprises to go global. In China, the government may regulate social media more tightly than in other countries for political or economic reasons. But the motivations for users to use social media in the United States are quite different from those in China. As a trend, globalisation will encounter many difficulties in the process. The rapid development of enterprises does not have enough experience to support, hindering the development of enterprise globalisation. Most of these obstacles come from ideological conflicts caused by cultural differences, and these conflicts are difficult for an industry to eliminate easily. But Bytedance has completely severed Tik Tok's ties to mainland China, leaving Tik Tok and DouYin as two separate but identical pieces of software, and Bytedance tries to avoid ideological conflict.

Banning digital software for no good reason only makes software and technology more powerful. Tik Tok uses the core algorithm to recommend video content to users that they are interested in, which is what really attracts users, not the platform itself. If Tik Tok can accurately grasp the target needs of users and grow with them, there will be nothing to stop Tik Tok in the future. If Tik Tok's dilemma is difficult to improve, then other social software that will be launched soon will most likely benefit from it, such as Instagram reels.

The role of public opinion has become increasingly prominent in the rapid development of the Internet. If it cannot be properly guided and controlled, it will easily lead to certain extreme behavior. Children in particular are the most vulnerable groups, that are most vulnerable to harm under the power of public opinion. Users will choose information according to their personal preferences. This is one of the reasons for the formation of an "information cocoon room", which limits users to a certain information field based on their interests.

It can be concluded that the purpose and objectives of this research project have been achieved, and the research has contributed to the internationalisation of social media and streaming media platforms. The researcher used knowledge in cross-cultural management, global business environment, and market management in the research process. By establishing a sound mechanism and strengthening algorithm technology, user data and personal information are protected, and the user's target needs are accurately grasped, which will promote social media to embark on a smoother path. If it can be successfully executed, it will speed up the internationalisation process of social software and the influence of the social software on the international market. <<<chapter needs many more references

6.3. Applications

First of all, Internet companies represented by Bytedance will choose the target market as the premise when launching products. This can help companies concentrate their resources to gain a competitive advantage by providing products or services that better match the needs of users in the market segments, and formulate marketing strategies that better match the attributes of users in the market segments. Although Tik Tok is the only leader in the horizontal field, competition in the vertical industry is very fierce. In vertical industries, although products that compete with Tik Tok are not directly related, they all have indirect competition. These products are not only from large international companies, but also products that have experienced market tests, such as Facebook and WhatsApp, which have outstanding performance in social media.

Researchers used the STP model to analyze Tik Tok's Chinese market. In market segmentation, Tik Tok has experienced three aspects: geographic segmentation, population segmentation and psychological segmentation. In Tik Tok's maintaining innovation and new product development, researchers used the Ansoff matrix to analyze and provide recommendations.

Tik Tok's penetration rate appears to be among the highest in Asia, with more than a third of users aged 16-64 in the region owning the account. The gap between the rest of the world is small, with penetration rates between 12% (North America) and 10% (Latin America and Europe).

From the perspective of user geographical distribution, Tik Tok's users are widely distributed. First-tier and second-tier cities in China are mostly located in the east and south, so Tik Tok's users are also mainly concentrated in the east and south regions, such as Shanghai, Hong Kong and other places. Therefore, Tik Tok in the western region and most of the third - and fourth-tier cities have a large market expansion space. From the perspective of age distribution, the majority of users are users under 35 years old, among which the number of people aged from 20 to 30 years old accounts for the highest proportion, and this age group is the main force of short video content output.

This is closely related to Tik Tok's early operating philosophy. During the product's launch phase, Tik Tok's team went to art schools across the country to persuade a group of good-looking young people to produce content for it. By introducing high-quality content production users in large quantities and gaining fans through video content, Tik Tok officially presents a younger and fashionable product. As can be seen from Tik Tok's existing tags, Tik Tok divides users into the food category, travel category, shopping sharing category, beauty video category, and other categories. Users can choose the video content they want to watch according to their own needs and interests. According to the gender distribution of users, 51.34% are female users and 48.66% are male users. Female users are slightly higher than male users, and although there is a difference in gender distribution, the difference is very small, with an average distribution ratio of about 1:1. Tik Tok can appropriately tap male user groups, and tap potential user needs to provide better services for users.

>>>remove the above figure, it adds no value

(Source: In March 2020, the gender distribution of Tik Tok users，by iimedia)

In terms of market targeting, Tik Tok targets young people targeting short videos, music, or willing to share their lives on social media. Tik Tok's main target users are roughly divided into three categories, namely, primary content producers, secondary content producers and content consumers. Major producers of the content shoot and produce beautiful videos and post them on Tik Tok; Content sub-producers will watch web celebrity videos while recording their daily lives on Tik Tok. The main form of content consumers is to watch a variety of videos for the purpose of killing time, which is also the mass base of the first two types of users.

Tik Tok has clear market positioning. It is software for social, for creative short music videos, focusing on the 15-second music video community for young people. Users can choose songs and shoot 15-second music short videos on Tik Tok to meet their fragmented entertainment needs. For young people, they are a creative group, they are better at using Tik Tok to express themselves. Tik Tok's primary audience is young people from Gen Z, who comment on, create and upload their own work as they watch videos, a way of interacting that is changing the way brands interact with consumers. And Tik Tok gives advertisers more ways to capture young people's interests, from label challenges to brand acquisitions, advertisers are taking advantage of Tik Tok's unique approach to advertising. As Tik Tok downloads continue to climb, researchers are seeing more and more YouTube bloggers turning to Tik Tok. YouTube's weakness compared to Tik Tok is that YouTube is a video streaming site that focuses on long videos. Ads on YouTube usually run between 3 to 5 minutes or 8 to 11 minutes, and many users are impatient to watch them all. The video time is in sharp contrast to Tik Tok's 15-60 second video clip, which not only makes the brand attract consumers' attention in the first few seconds, but also catches the young People of Generation Z's psychology of outright consumption.

Ansoff Matrix, also known as Product Market Expansion Grid, was proposed by Dr. Ansoff in 1957. Ansoff Matrix is a 2 X 2 matrix that represents the four choices for companies trying to grow revenue or profit. The main logic is that companies can choose four different growth strategies to achieve the goal of increasing revenue. It is the most widely used One of the marketing analysis tools (corporatefinanceinstitute, 2020). Researchers will advise Tik Tok on product development and innovation through a combination of products and markets.

In terms of market penetration, Tik Tok's market penetration in North America was 12% as of the second quarter of 2020. Tik Tok is a mature social media software that has been around for years. Tik Tok has been popular in North America for three years, but its market penetration is still far short of that of apps like Instagram, which has been popular for many years, with a large user base and a strong stickiness. In addition, Internet companies such as Facebook and Instagram have imitated Tik Tok to develop their own short video software, which has been listed during this period, which is very likely to share the market penetration rate currently owned by Tik Tok.

Improving market penetration is the link with the least risk among the four strategies of the Ansoff matrix. The company should increase its market share of products through the market penetration strategy. To increase market penetration, enterprises need to increase sales of existing products to existing markets, one of which is to improve user experience. As the user experience increases, users are more likely to recommend the product to those around them. A user recommendation to a friend is a free promotion for Tik Tok, which will help Tik Tok greatly increase the number of users. In terms of publicity, Tik Tok's approach in China is not only through user recommendation, but Tik Tok also sponsors popular TV shows. Therefore, many users who have not downloaded Tik Tok will also download Tik Tok out of curiosity when they see their favorite stars participating in programs using Tik Tok. Tik Tok has positioned itself as a "social tool for short videos," the idea being to gain user stickiness. Social media is a tool for communication. Users don't want to spend too much time learning how to use social media. Therefore, the user experience brought by social media must be comfortable, friendly, simple, intuitive, and rich in content. Tik Tok has personalized pages, and users can customize the pages according to their own desires. Tik Tok makes its features visible on the page and encourages users to challenge themselves and take on tasks that boost creativity. As the software evolves, Tik Tok could even introduce a "create group" feature to appeal to like-minded users. Tik Tok can invest some of its money in video content creators, after making money through brands and advertisers. This expenditure may have unexpected benefits for Tik Tok. Investing money in video creators can not only stimulate their desire for creation, but also consolidate the relationship between creators and the platform. This may prevent some video creators from migrating to other competing platforms, reducing Tik Tok's losses.

In terms of maintaining innovation and product development, Tik Tok has now launched live stream show, allowing any user to turn on live stream anytime, anywhere, communicate with other users and share what's happening around them. Based on the live stream show, Tik Tok can develop a live stream method suitable for brands and advertisers, providing brands and advertisers with direct revenue-generating opportunities. Not only will this generate direct revenue for brands and advertisers, but it will also bring new users to Tik Tok. Augmented Reality is also a technology of great interest to young people today. Brands and advertisers can create brand-specific AR stickers and filters for users to shoot videos, increasing user interest and brand awareness at the same time. Tik Tok can also directly use augmented reality technology to develop an advertising mode that can enhance the sense of Reality for brands and advertisers, so that users can experience the pleasure brought by technology while watching the ads. When creating short videos, users generally use different music as the background to play freely or lip-synching. Tik Tok can seize this opportunity and focus on the acquisition of music copyright, which will help Tik Tok to bring more types of music to users. Tik Tok is a user-centered social media that focuses on the user experience. Thus, when Tik Tok develops a new product, it can release the initial version and update it with user feedback. Enterprises do not have to wait for full completion to launch. The rapid launch of the product can always stimulate the curiosity of users, improve the utilization rate of users to Tik Tok, and reduce the loss of users. The product is updated quickly with user feedback, ensuring user satisfaction, and high engagement. This approach helps Tik Tok reduce risk, reduce waste of research and development time, and reduce research and development costs while improving the return on investment. <<<<chapter needs more references

6.4. Conclusion

This chapter first elaborated on the theory learned in the dissertation. Then use the STP model and Ansoff matrix to apply the learned knowledge and theories in market segmentation and product innovation. Based on the analysis of the case, the researcher also put forward relevant suggestions to help Tik Tok improve the function of the product.

Reflections and Recommendations

Very popular in youngsters and Generation Z, TikTok is a social communication app utilized for producing and sharing small videos. In China, TikTok identified as Dou-Yin. The videos on TikTok are approx, fifteen seconds or less than 15 seconds long, the standard videos emphasize enjoyable song, a sketch, dancing, lip-sync, or standing hearted joke. A consumer frequently engages in challenges or design duets i.e., clips with division protection made on existing content. The TikTok application has been downloaded by more than 1 billion people, including an international step in the United States, India, South Korea, Japan, Brazil, European nations, and almost all parts of Southeast Asia. In the initial months of 2019, TikTok was the third most uploaded application in the world; first and second ones were WhatsApp and Messenger. So, after this kind of immense success, there are few challenges and trials. To solve these issues, there are few recommendations discussed in this part after reflecting on the challenges and opportunities TikTok has in its process of internationalization. 

There is no doubt that Tik Tok is a success story of consumer AI, as it is explained in the case study, “Byte Dance beyond China: Leveraging Consumer Artificial Intelligence (AI) from Toutiao to Musical.ly and Tik Tok”, composed by Minh H. Vo, and Anne Yang. As Tik Tok is based on the technology of AI, it should use and go in two directions. The first one should be on the customer view; its algorithms should immediately determine personal choices in less than a minute, in order to able the people to gain not just the “likes” and “comments” of the users in seconds, yet how long users truly watch all videos in a very short time as compare to before. Because the videos are really short, algorithms of Tik Tok should immediately make datasets which remain sizeable.

 The second one should be on the producer view; AI should further support content producers’ ability viral clips. As currently, it clarifies video editing and recommends filters, hashtags, music, and different improvements that are trending or have been established successfully based on the kind.

Tik Tok should use AI properly to solve its issues that are making obstacles in its process of internationalization. The AI method is very useful that specialists have warned upon Tik Tok obsession. Comparable to users of Instagram and Facebook, the medium Tik Tok consumer uses fifty-two minutes daily on the application. In this time, Tik Tok consumers can watch more than two-hundred clips, including mainly targeted advertisements or presentations.

In brief, Byte Dance joins AI, which is prediction-based and channel impacts on its active multi-sided program. More and numerous users register for an extremely personalized rivulet of content people get addictive, and eternally more raisers enter the ecosystem to produce certain abruptly trending content. Sponsors and businesspeople support by targeted advertisements and suggestions. AI can tighten the relationships among members so that all can get a relevant niche in a growing population. No wonder that the company will become the most precious internet platform in the world.

Raising efforts: AI-based program can be a sufferer of its own victory

Nevertheless, increasing at a breakneck rate is not without complications. AI- approved content production and utilization creates their own difficulties as unsuitable content is seldom produced and presented to consumers. In China, Byte dance has given penalties for prurient content and defrauding advertisements. In the United States, the corporation gave a record penalty of US $ 5.7 million in February 2019 to resolve an assessment that this had disappointed to explore parental permission before getting private information from consumers below the age of thirteen. As per the Federal Trade Commission’s comment, the organization voluntarily decided to “continue extension still at the cost of risking kids”.

Out of comparable interests, India prevented Tik Tok from their app stores in April 2019 following one of its high courts considered the app promoted vulgarity and different illegal content. The government further recommended that the application could show kids as sexual predators. The ban on Tik Tok was taken back within a month; however, it directed Tik Tok to remove six million clips from its program and immediately starts content restriction innovations for India’s market. Moreover, in Indonesia, the court banned entrance to the application in July 2018, declaring that Tik Tok emphasized immoral and irreligious content. (Ponomarenko, 2019)

Hence, Tik Tok should focus more on these types of allegations from different parts of the world as it can create obstacles in its process of internationalization. Byte Dance did much to resolve these problems, but much more has to be done in order to solve or remove these types of obstacles in the future. There should be an exceptional solution to certain dilemmas. Of course, this refers to the AI-based filtering of unsuitable content in each country, and this AI-based filtering should be according to the culture, religion, and norms of each country. However, even a 99 % efficient answer provides thousands of unsuitable videos to flow over. Its answer, hence, should be a different combination of human censorship and AI and in every country and according to the culture, religion, and norms of each country.

 In this system, thousands of workers will observe videos with AI-based instruments. This unique solution should reach globally, as the company should confirm more regional content monitoring systems in different nations, same as Indonesia, where a team of 20 people presently refines videos based on their regional laws and cultural and social conditions.

The success policy: Tik Tok should Leverage AI for international program dominance

Byte Dance looks to have got a leading composition. It is program calls for extremely small videos, allowing more consumers to produce content simply. This supports AI not just for the creation of videos, however, for their transportation also. 

Users of Tik Tok don’t still want to designate their likings while they enter the app. AI algorithms quickly get to operate examining their behavior and presenting content according to their preferences, as objected to utterly giving recommendations. In limited time, people experience enough to create beautifully precise predictions regarding which clips will grab the interest of a user. In the process of internationalization, Tik Tok should soon know users thoroughly than it knows them as behavioral likings may vary from said wishes. This will encourage the engagement of users – precisely, the set of public promoters and merchants are behind.

Nevertheless, unsuitable content is plentiful in media programs. If an ecosystem of user-created content catches off, controlling obstacles system with that. This is still more accurate if an application is created to instantly surface the various famous contents (Ponomarenko, 2019). Of course, AI should be applied to clean the most unsuitable content; however, technology will nevermore be accurate. Yet if a small percentage of controversial content filters through, this can furthermore involve millions of videos. The Tik Tok suspension unites human censorship and AI in a particular process to the specific social culture of parts of the world.

While Byte Dance is nevertheless getting beside the process, this has created astounding growth as that started Tik Tok for a global public in 2017. Until presently, the BAT triangle was very powerful that no person required a tech program to match their accomplishment. Byte Dance has challenged traditional intelligence among its original AI-based platform for video-sharing. Who understands something new apps this may get in the destiny for its capacities of AI?

The internationalization strategies of Tik Tok in western and eastern should be considerably different. For example, concerning the market of Japan, Tik Tok was greeted through kawaii ladies in middle school at the start and immediately grew to different segmentation. Simply for the market of the United States, to control the business, Tik Tok fraternized among its rivals “http://Musical.ly” in the year 2018 August to give a combined adventure. That merge was a breakthrough in the global expansion of Tik Tok application, undoubtfully, because of that improved Tik Tok development in the European and the United States markets with above one-hundred million Daily Active Users (DAU) (“Tik Tok Revenue and Usage Statistics”, 2020). The tremendous consumer goal set the framework for succeeding in an offensive across the strategy.

Polycentric-oriented International Approach 

The success of the Tik Tok app is based on the knowledge of regional users. If growing into many markets together, Bytedance should adopt a polycentric-oriented approach to achieve greater internationalization. The goal is simple: the algorithm- powered outcome model is appropriate and approved; however, the content of videos is not; therefore, the organization should focus on fixing subsidiaries in different nations to create Tik Tok properly confined, and should offer a modified variant of Tik Tok to the people of a particular country. For instance, a consumer in Japan exclusively has an entrance to the Tik Tok Japanese variant rather than the US variant of Tik Tok from the country’s app store, and the greatest contents in various Tik Tok are separated from one another. To simplify the discussion, Tik Tok should extremely localize from procedure, content, and advertising to keep a great association environment and better user encounter.

Procedure

The overseas organization of Byte Dance essentially consists of the same community workers live in the host social conditions, which reduces mental range and reduces operational uncertainty to any extent. With expertise and knowledge to operate a business in the host nation, therefore the organization can specifically target the social youngster generation and give all comforting actions, which considerably extends the consumer recognition and ultimately directs to better business growth. Furthermore, considering the Chinese office has high conviction in abroad units and provides freedom of decision-making in order to the subsidiaries. Therefore the process of decision-making is very reduced, and the unit can react immediately to the course in host nations. Not just new exciting exercises should be constantly bootlegged to users. However, also the application can be repeated at a fast pace to optimize the experience of a user.

Handling intermittent country-specific projects should be a good approach to foster the growth of users. In the year 2020 February, Hong Kong Tik Tok application operated the “# Hong Kong check” hash tag dare to encourage users of Hong Kong to participate in making videos regarding their everyday experiences on the Tik Tok app that triggered users of Hong Kong powerful plan to register the dare (Huang, 2020). On the contrary, the video enhancement gave different users with further view decisions and later improved user maintenance. The hash tag (#) dare generates a better round: consumers are inspired to produce content of high-quality, which contents draw more consumers to the dare, and later more numerous consumers follow the movement! As a consequence, the snowball influence on consumer’s extension occurs, and the development works. Hence, this type of approach should be focused more on the future.

Content

Confined application variants, a recommendation that is algorithm-based, and decisive support are three essential components that Tik Tok can use further as a strong content approach. The initial level for Tik Tok to confine its content should include the nation-specific application variant. In the corresponding social circumstances, consumers have no culture and language limitations, which reduce the usage problem. Among well-known and relevant content presented, new consumers are more ready to judge the output and are more comfortable to resonate with the corresponding social connections.

Furthermore, unlike conventional video-making applications that drive consumers to seek for clips, the Tik Tok app should use the preeminent technology to improve content delivery. Relay on the particular profile of a consumer, the algorithm should start videos that the consumer tends to love. Usually, whatever consumers watch daily defines their opinion of Tik Tok. If consumers open the Tik Tok app, the central side is “For You” short-video continuous pastures, wherever AI-powered clips are shown in front of them, therefore the single point users require to make being filled by streaming off video. The advice will be automatically optimized depending on the view time of all videos.

Furthermore, this is a knowledgeable determination to interact with different providers of content in an international market as the Tik Tok application should leverage further support and receive approval through the imperative support. For instance, Tik Tok Japan combined with regional governing entertainment company “Avex,” In the important connection, Avex gives way to above twenty-five thousand tunes for Tik Tok consumers to create videos, and it gives viewers to the videos of artists of Avex (Shumin, 2018). The interaction method designates resources and money to relinquish a synergy force and reaches a win-win condition.

Advertisement 

Among the leaders of the regional management organization, the localized advertisement of Tik Tok has importantly expanded its commodity appearance by making regional influencer channels and promotions on proper floors. In Tik Tok, social influencer channels are the principal executive of consumer extension. In Tik Tok, there are two sorts of influencers, such as “stars” and “Key Opinion Leader” (KOLs) in niche sections. Stars are renowned who possess many and millions of followers, and Key Opinion Leader” (KOLs) in niche sectors, like cooking and dancing, have followers with influential support. The general advertisement method was that Tik Tok asked those influencers to create content on the Tik Tok app, and then transform their followers to the application consumers.

As an online promotion, the solution to an active advertisement is to offer users with the completed message at the appropriate time and situations. To attain its targeted buyers in various nations, Tik Tok should focus on developing particular official accounts controlled by the regional unit on youngsters’ popular social media platforms, like Facebook and Instagram. Furthermore, the allocation of communications should also be realistic and effective in the domain of digital marketing. The plentiful resources enable Tik Tok to promote advertisements on regional favorite social media platforms, talk shows, and TV shows. As per the Wall Street Journal, in 2019, Tik Tok has been the most comprehensive promoter on the social media platform “Snapchat” (Wells, Jie & Kubota, 2019). The two approaches can be clearly shown in a marketing example of Tik Tok United States of America. In 2018 November, Tik Tok collaborated with Jimmy Fallon to start the “# Tumbleweed Challenge” to followers in the United States. Coming in “The Tonight Show Starring Jimmy Fallon” on NBC drew Tik Tok United States of America great vulnerability. Ultimately, “# Tumbleweed Challenge” produced eight thousand videos with more than ten million actions. That increased the downloads of the app up to about eighty million in the United States of America, including first-time downloads of 3.8 million (Hale, 2018). Hence, Tik Tok has to work more on this strategy in order to increase the pace of its process of internationalization.

Conclusion

The victory of Tik Tok is not about any other another Internet business story. This is something very unique: a strong case of a Chinese Internet business proceeding overseas and controlling its level. There are normally three approaches accessible to corporations of China wanting to grow to international businesses. The strategies include replication: replicating the current policy and business pattern of a company for comparable enterprises; this strategy has often been utilized by companies of China joining different developing markets like Huawei; adaption: surrounding the products or services of a company, also accommodating its procedures to regional market requirements; and acquisition: buying abroad corporations which are previously strong at the particular level. To reach the internationalization of Tik Tok, Bytedance has utilized a mixture of each of these mentioned approaches.

Tik Tok exhibits from firm support gratitude to its reputation in China and the great resources supporting it (Bytedance is estimated at USD 75 billion). The core of the strong international development of Tik Tok depends on its hospitable and permitted investments, particularly the complete redemption of Musical.ly that is a significant contributor to the fast development of Tik Tok and high responsiveness to social culture and regional users’ feelings. Nevertheless, Tik Tok requires enhancing its privacy security and secure long-term commitment/fusion to continue its global development, or we can say internationalization.

Tik Tok should also work and focus according to user preferences. Business violations and bad platform supervision and related legal guidelines and regulations are imperfect, making the quick video platform environment smoldering and affecting the person ride to a massive extent, causing customers to spit. The Tik Tok APP analyzes the user’s preferences thru the effective algorithm science and accurately recommends the brief video content so that the consumer regularly sees the quick video content of a similar label and feels the homogenization of the content. And the phenomenon of team polarization, on the different hand, users have lost pastime in the content material of the vibrating APP due to the comparable content, and then launched the APP, the user’s viscosity is reduced. On the one hand, the “information boudoir” is generated. 

Initially, Bytedance established the algorithm-powered content output form in the national business, and later immediately began the global development. What changes Bytedance from different organizations is that the corporation did constantly spend in a polycentric-oriented global policy. Bytedance guarantees the performance of a mindset about user-first through limiting outcome procedure, content, and advertising, which is compensated through the consumer explosion of growth. In the method of internationalization, opportunities work with risks. Since the internationalization continues, monetization and acquiescence may be the subsequent difficulty to deal with, however, as long as Tik Tok reaches with regional consumers and optimize its output to give a bonus adventure, the beauty can proceed. Internationalization is Byte dance’s long-term goal and overall strategy. Tik Tok will market segmentation of video content, including but not limited to categories such as feelings, workplace, and emotional intelligence. The key to Tik Tok’s success is that Byte dance has mastered the results of artificial intelligence technology.

Being a marketer, this gives perfect sense to localize the content as per the viewers, the brand, and the public. If the brand has a huge viewership base in a nation with a huge community such as China and India, this presents a perfect reason to leverage an application such as Tik Tok. However, localizing the content, including extremely depends on the characteristics of a brand. For instance, a person cannot possess a Tik Tok content for a pharmaceutical brand due to the guidelines this is connected with. The success of Tik Tok is attributed to many factors, which include the visionary approach, customization for customers, management practices, special focus on cultural factors, and an inclusive approach collectively. Tik Tok became a success story immediately as it became the 7th most downloaded social media application of the decade in 2019 after it was introduced to the international audience. The Tik Tok was available to chine audience since the year 2012, but for the international audience, it was launched in 2018 after it acquired Muscly.

In this internet age, that will be difficult for a government to remove a successful application because the problem and the expense of governing the internet division are extremely expensive. The internet market is growing in China, and this has elevated potential. Few Chinese programs such as Tik Tok are growing strong and exploring more big-hearted abroad markets. The influence of intense rivalry yet present. However, the business form produced through Tik Tok has been determined to be competing. Further importantly, the innovation of application depends on social media provides to developing demand in the area while further using the head in that development by generating increased demand and supporting the participation of users. Internet surveillance is common. Tik Tok and different Chinese internet programs should be capable of enduring among other nations’ strict surveillance of the internet. It is an essential and necessary component of the internationalization process of Tik Tok and internet innovation of China.

One more perspective is observed after doing research that as Tik Tok is developed by a Chinese Internet company, it is mostly believed that the popularity of Tik Tok is driving cultural exports of China. Nevertheless, from the perspective of management, the proportion of video content about Chinese culture in the total number of videos to analyze whether Tik Tok belongs to cultural output, and accurate data is needed to analyze the proportion of overseas users and Chinese consumers Tik Tok. Judging the social platform as a cultural export is politically biased just because the developing country is China. 

An awareness of firm’s for international opportunities will influence its international structure. At present, in the market and the international market, most of the enterprises are large monopolistic enterprises. Only a few are small and medium-sized enterprises, which lead to the poor balance of Internet companies in the world. Because of the nature of the internet, the greater the number of users software or company has, the greater its value.

The successful internationalization of Tik Tok was not accomplished in just one day. There is a massive foundation that supports Tik Tok’s internationalization. Today, the short video field is the shortcoming of internet companies in various nations. Therefore, the popularity of Tik Tok has made major Internet companies begin to encircle Tik Tok. The acquisition of Tik Tok will not necessarily bring benefits to Microsoft, which may cause Tik Tok to decline gradually. Once Tik Tok had to divest its business in the United States and sold Tik Tok to Microsoft, it does not match Microsoft’s corporate culture. As long as the company’s core competitiveness is not lost, the company can still rely on technology to develop a new popular social media. The popularity of products comes from the creativity of developers and the core competitiveness of operators. For Byte dance, the cash flow from the sale of Tik Tok can not only make up for the losses that Byte dance has suffered in other nations, but Byte dance can also reserve funds for research and development funds to prepare for the next product. But Byte dance may also lose the entire overseas market, affecting the layout of globalization and the process of internationalization.

References