The impact of TikTok on an online business strategy. The case of e-Bloom

Abstract

n the present work, e-Bloom, the German e-learning firm for young entrepreneurs is studied, its micro and macroeconomic environment and recommendations are elaborated for its growth in regard to these analyses. It is studied how to increase their sales and improve their image through the social media platform, TikTok, as this has increased in popularity in the last few years and its viewers coincided with e-Bloom’s target audience in age. Moreover, this platform provides statistics via TikTok Analytics that are going to be used to measure the effectiveness of the different advertising campaigns that are going to be carried out, although as of May 2022 it has not yet been possible to measure.