stručni rad
The TikTok platform achieved continuous growth in the number of users and exponential growth in revenue during the COVID-19 pandemic. The uninterrupted growth trend continued even after the pandemic, which is rare even for corporations from the platform economy model. The aim of this paper is to investigate and analyse trends in the income and number of users of the Tik Tok platform during and after the end of the global pandemic COVID-19. The research and analyses data on the income of the platform and compares the results of the research on financial parameters with the results of the research on the number of users. In the research and analysis, a six-year period was selected, which includes the period before and after the end of the COVID-19 pandemic. The results of the research and analysis proved that the pandemic did not have a significant impact on the trend of income and the number of users, that is, income increased significantly precisely at the time of closure due to the development of the COVID-19 pandemic. The platform has built a large and stable user community, revenues are continuously growing, and the number of application downloads is growing digressively, which proves the strength of the platform's network effect.
digital transformation, disruptive innovation, platform economy, zero marginal cost, Tik Tok.
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