Ivey Business School (Canada)
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The Rise of TikTokers: Future-Proofing an Emerging Social Media Business in the Wake of Regulatory Threat
Maëva Lestrelin; Charlotte CloutierCase IVEY-W32001-EEntrepreneurship, StrategyIn July 2019, 15-year-old Charli D’Amelio posted a dance video on the relatively new social media platform TikTok and became a TikTok sensation, soon becoming the first person to reach 50 million followers on the app and earning her a spot in the Guinness World Records. TikTok’s meteoric rise, however, was at risk of being short-lived. In 2020, the US government was concerned about the app’s rapid expansion and threatened to ban it in the United ...Starting at €8.20