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fragmented time. Short video is generally 5 seconds to several minutes long, so it is adapted to fit users’ spare time. Fragmented information increases the utilization of people's fragmented time. It allows people to browse information in gaps in their lives such as on the subway or during meals. Information is becoming easier to receive and select. As for the Tik Tok, the time is limited to 15 seconds, hence "short" became the biggest difference between Tik Tok and other competing apps. While increasing the difficulty of creation, it also makes video's content more refined. The time of 15 seconds is also adapted to the use scenario of mobile and fragmentation. In line with the viewing habits of the audience, the audience is more enthusiastic to participate in the review of quality content, and the memory points are more vivid. In other words "short" has become the biggest selling point of brand marketing (Zhi, 2018). Above all, uniqueness is the core competitiveness of the product and the power to support the product's development. With the development of the short video apps, uniqueness is especially important for long-term and sustainable development of short video industry, meanwhile it is good to establish stable and long-term relations with target audiences. The aforementioned literature review is finally summarized to be the following conceptual model, presenting the detail of each variable and the proposed relationship between the variables. 20PDF Image | STUDY ON THE PERCEIVED POPULARITY OF TIKTOK
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