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All Journal Advances in Global Economics and Business Journal International Journal of Applied Business and International Management Journal of the Community Development in Asia International Journal of Accounting & Finance in Asia Pasific
Rajesh Kumar Nair
SIES College of Management Studies
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences Other

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Journal : Journal of the Community Development in Asia

 1 
How Does Social Media Platforms Help to Improve Business Performances during the COVID-19 Pandemic? A Study of TikTok Rajesh Kumar Nair; Varsha Ganatra; Hareeprriya A/P Sugumaran; Daisy Mui Hung Kee; Siew Wvy Heng; Hilari Mei; Chumengyao Huang; Vrutika Doshi
Journal of The Community Development in Asia Vol 5, No 1 (2022): Journal of The Community Development in Asia (JCDA)
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (282.992 KB) | DOI: 10.32535/jcda.v5i1.1384

Abstract

The study investigates to which extent social media platforms, specifically TikTok, have driven users’ satisfaction and lead to business performance improvements. Entrepreneurs, such as small business owners, agents, and drop shippers were facing tremendous challenges to carry out their businesses during the COVID-19 pandemic. The existence of social media applications has allowed them to promote their products or services in various forms despite the failure to conduct businesses physically. However, they tend to use certain social media application only if it satisfies their business needs. This study employs 100 samples of data from students in Universiti Sains Malaysia collected through an online questionnaire. Subsequently, SPSS analysis was conducted and generated descriptive, Pearson correlation, and regression analysis to support the hypotheses. The findings of this study revealed that users’ satisfaction towards social media, specifically TikTok, have led to customer engagement, personal branding, and effective promotion. Thus, entrepreneurs shall first adopt social media application that provides the highest level of satisfaction to motivate continuous usage of the application which then gradually improves their business performance.    
Co-Authors A.A. Gde Satia Utama Amey Desai Amol Sanjay Karkare Arun Kumar Jain Asha Dhupad Ashwin Ravindra Kamble Chinmay Gandre Chuah Wei Jien Chumengyao Huang Daisy Kee Mui Hung Daisy Mui Hung Kee Daisy Mui Hung Kee Daisy Mui Hung Kee Dana Xing Yue Hoo Deborah Hong Ru Lim Deepaa Darshanie Lim A/P Arumugan Dharaniya A/P Ravi Chandran Dwi Nita Aryani Felicia Ting Finn Alessandrino Garry Martin Goi Zi Yi Gopalam Sree Lekha Gopika SB Hannah Tiong Haoran Yue Hareeprriya A/P Sugumaran Hilari Mei Ishaan Modawal Jullia Deol Khairunraihani Mohd Samuddin Khor Wee Kian Kshitij Shukla L. Sudershan Reddy Liem Gai Sin Min Ru Cheng Mohideen Hasifa A Navaneetha Kumar Navaneetha Kumar Nor Asyiqin Rosmadi Ooi Pei Ying Ooi Tian Xiang Ooi Xin Gee Padmalini Singh Padmalini Singh Pallavi M Valecha Prarthana Singri Pratama, Dian Priya Pandey Priyanka Sebastian Priyanka Verma Rif’atul Muna Rishikaysh Kaakandikar Rudresh Pandey Rupesh Sinha Rupesh Sinha Rupesh Sinha Saloni Bokil Sam Jing Wen Shamin Athirah Binti Abdullah Sheryl George Crasto Shi En Hah Shruti Talesara Sienly Yuwono Siew Wvy Heng Sin Dee Kew Sirisha KJ Siti Nuraliah Ninti Zaidi Suji Nair Swapnil Digambar Lokhande Tammy Wong Shao Ing Tan Min Er Tan Pei Xin Tan Pei Yu Tan Shiaw En Tan Sia Ling Tan Woei Jiann Tan Yong Liang Teh Jing Xuan Uma Warrier Uma Warrier Vaishnavi Yadav Varsha Ganatra Varsha Ganatra Varsha Ganatra Varsha Ganatra Varsha Ganatra Varsha Ganatra Varsha Ganatra Veena Naik Vinay Mehta Vrutika Doshi Wan En Cheng Wei Ping Chew Wong Yun Qi Wulan Ruhiyyih Khanum Yeoh Jun Yuan Ying Ying Tenh ZeXian Chen ZiHang Cheng