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43 From the angle of content variety. For SMCR model, content is information. With the development of various mobile applications, effective content delivery is particularly important. Only the production of high-quality content that can guarantee the demand of users. Mobile app is the carrier of content transmission which provides convenience for effective content transmission (Yan, 2010). Tik Tok mainly promotes high-quality original video with various content types. Different types of video bring users different experience. Funny video can bring happiness to users. Teaching video can help users learn life skills. For example, language teaching video can help users learn knowledge by an easy way in a short time. The video content is rich and diversified which meets the demands of different users. Therefore, the content variety is the key factor to affect the popularity of Tik Tok (Hai, 2008). Thirdly, 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 (Ji, 2006). The main characteristic of Tik Tok is music which is different from other short video apps. The analysis of big data can recommend the content that users are interested in according to their preferences, and the video time is mostly 15 seconds which increases users’ stickiness through the use of user fragmented time (Jia, 2017).PDF Image | STUDY ON THE PERCEIVED POPULARITY OF TIKTOK
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