TikTok’s Global Takeover: Algorithms, Audiences, and the Future of Social Media

Authors

  • Tasmia Hayath Lee Business School, University of Nevada Las Vegas, USA.
  • Tarekol Islam Maruf Department of Business Management and Technology, Alfa University College https://orcid.org/0000-0002-8949-4689

Abstract

This case study looks at the rise of TikTok to prominence and its continued growth in a crowded social media environment. It follows the development of the platform and its rapid adoption globally. The most potent drivers of the success of TikTok are its recommendation algorithm, short video content, and popularity among different groups of users. The study also touches on the governance, branding, global expansion strategies, and acquisition strategies of the platform. Strategic issues such as data privacy, content management, geopolitical tensions, and intergenerational differences in platform perceptions are addressed. The case concludes by examining the future development of TikTok, flexibility with policy development, and its role in the future digital landscape.

Keywords: Algorithm, Competitive strategy, Global expansion, Innovation, Business

Author Biography

Tarekol Islam Maruf, Department of Business Management and Technology, Alfa University College

Dr. Tarekol Islam Maruf is currently serving as Assistant Professor and Head of Research, RMC at ALFA University College (AUC), Malaysia. Dr. Tarekol obtained his Doctor of Philosophy (PhD) degree by doing research titled "Self-Service Technology and Persuasive System Design of Ride Sharing Apps" from the International Islamic University Malaysia (IIUM) with a fully funded scholarship from the Ministry of ICT of the Government of the People's Republic of Bangladesh. Besides, he worked on Fundamental Research Grant Scheme (FRGS) projects as a GRA financed by the education ministry of Malaysia. The IIIT (International Institute of Islamic Thought) also awarded him a grant during his PhD studies at IIUM. Dr. Tarekol previously served as an Assistant Professor in the Department of Business Administration at RTM Al-Kabir Technical University (RTM-AKTU). Besides education industry, Tarekol also has a vast experience work in the microfinance and consumer marketing department of Bangladesh and Malaysia Respectively.

Dr. Tarekol achieved the best paper award at the 11th Annual International Research Conference organised by South Eastern University of Sri Lanka in collaboration with Emerald Publishing. He has worked on various initiatives, including privacy and security concerns of AI, self-service technology, persuasive system design, and technology adoption for higher education. Peer-reviewed international journals have published his research papers, and he has delivered papers at international conferences. Maruf's concept focuses on helping individuals unleash their inner potential through engaging interactions and guidance.

Downloads

Published

2025-08-25

How to Cite

Hayath, T. ., & Maruf, T. I. (2025). TikTok’s Global Takeover: Algorithms, Audiences, and the Future of Social Media. IIUM Journal of Case Studies in Management, 16(2). Retrieved from https://journals.iium.edu.my/ijcsm/index.php/jcsm/article/view/311

Issue

Vol. 16 No. 2 (2025): Upholding Tawhidic Epistemology and Advancing Ummatic Excellence through Case-Based Scholarship.

Section

Articles