Exploring the Practices of Chinese Short Video Platforms to Enhance User Stickiness and Grooming the Customers: A Case Study of DOUYIN China (TikTok)

Abstract

The global popularity of short video platforms has surged with the rapid development of mobile internet and 5G technology. DOUYIN, among other platforms, has amassed a massive user base in China. This study presents a theoretical framework based on media dependency theory and user stickiness perspectives. It identifies three key factors that affect user stickiness: platform algorithms, content resources and user interaction. An interpretive philosophy and inductive qualitative approach were adopted to conduct an in-depth case study of DOUYIN. Thematic analysis of secondary data from various sources was used. The findings demonstrate DOUYIN’s innovative approach to utilising advanced algorithms, diverse content and social interactions to enhance user engagement. DOUYIN utilises machine learning techniques to create user profiles and comprehend video content. It subsequently provides real-time personalised recommendations and optimises the algorithms based on user feedback. DOUYIN also incorporates PGC-, UGC- and PUGC-generated content, supported by a creator incentive system. Moreover, DOUYIN enables interactions between users, creators and the platform through commenting, sharing and live streaming features.

Citation

Xiang, Y., Tantawy, A.A. and Dadwal, S.S. (2024), "Exploring the Practices of Chinese Short Video Platforms to Enhance User Stickiness and Grooming the Customers: A Case Study of DOUYIN China (TikTok)", Dadwal, S.S., Jahankhani, H. and Revett, K. (Ed.) Market Grooming, Emerald Publishing Limited, Leeds, pp. 249-273. https://doi.org/10.1108/978-1-83549-001-320241012