Analysis of Asset Valuation of Social Media Platforms in Korea: A Case Study of TikTok

Yuhan Wei ()
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Yuhan Wei: Shanghai University, Sydney Institute of Language and Commerce

A chapter in Proceedings of the 2025 International Conference on Hybrid Commerce, Human Capital, and Economic Dynamics (ICHCH 2025), 2026, pp 65-75 from Springer

Abstract: Abstract This paper explores the asset valuation of social media platforms with a particular focus on TikTok. Asset valuation is a critical system for determining the economic worth of a business enterprise, and for corporations in the digital sector, particularly those in the social media industry, it is a vital component for investors, regulators, and business strategists. This paper examines the three most used valuation approaches: the cost approach, the income approach, and the market approach. By utilising a case study, it evaluates how these methods can be applied to a swiftly growing social media platform. This study additionally delves into the complexities of valuing intangible assets such as brand equity, algorithmic technology, and person engagement, which are key elements for platforms like TikTok. The paper concludes with an outlook on the future of social media valuation, considering the challenges posed by regulatory environments and competition, even as additionally acknowledging opportunities for continued growth and expansion in the global market.

Keywords: TikTok; Asset Valuation; Social Media (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-2-38476-585-0_9

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DOI: 10.2991/978-2-38476-585-0_9

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