The Effectiveness of TikTok in Building small Businesses: A quantitative study of a Media Sharing Network based on the Task-Technology fit model

Abstract: The main purpose of this paper’s research aims to evaluate the effectiveness of a Media Sharing Network (MSN) in building small businesses. The effectiveness is measured by means of raising the website traffic numbers. Due to its’ novelty, there is a lack of research on TikTok, creating a research gap requiring further investigation for this MSN. Therefore this social media is used as a tool for data collection for this paper’s investigation. In addition, the effectiveness of the various features is evaluated to identify the one most fit for the set task of raising brand awareness through MSNs.