Casual Learning within TikTok

Knut Linke
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Knut Linke: Erasmus University of Applied Sciences, Management Department, Basel, Switzerland

Journal of International Business Research and Marketing, 2022, vol. 7, issue 3, 7-13

Abstract: The field of social networks on the Internet is subject to a now slower, but still constant change. In the current market, TikTok has become a serious medium in the field of social networks. Like any social network, TikTok can work as a learning platform. This paper first briefly introduces the development and functions of TikTok to provide a basis for understanding the network. Within this paper, the focus in the content of TikTok is set on the field of Learning Nuggets and Casual Learning. TikTok itself is very suitable for short learning videos, as the network focuses on video content on the one hand and only allows short videos on the other. In the area of Learning Nuggets, practical examples are briefly present with which learning content can be successful conveyed in German-speaking countries. The article concludes with a recommendation on how companies can use TikTok for corporate communications in the context of Learning Nuggets, as well as a conclusion that briefly reflects on the article.

Keywords: TikTok; Social Media Marketing; Casual Learning; Learning Nuggets (search for similar items in EconPapers)
JEL-codes: M00 (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:mgs:jibrme:v:7:y:2022:i:3:p:7-13

DOI: 10.18775/jibrm.1849-8558.2015.73.3001

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