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Hou. L., M.C.A., October 2018, Graduate School, Bangkok University Study on the Perceived Popularity of Tik Tok (75pp.) Advisor: Assoc. Prof. Rose ChongpornKomolsevin, Ph.D. ABSTRACT With the rapid development of short video industry, all kinds of short video apps emerge at the right time and spread quickly. However, there are little study on the short video apps. So, the research chooses Tik Tok app to study. Inducting three factors: product positioning, content variety and uniqueness to explore the relationship between them and perceived popularity of Tik Tok. The study is a quantitative research and using questionnaire as data collection tool. Questionnaires are distributed to Haidian district, Beijing, China and 200 participants who were randomly selected are age between 1970s to 2000s. Results of Pearson-Moment Correlation showed there is a positive relationship between product positioning, content variety, uniqueness and perceived popularity of Tik Tok. Keywords: short video apps, Tik Tok app, perceived popularityPDF Image | STUDY ON THE PERCEIVED POPULARITY OF TIKTOK
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