The Impact of Viral TikTok Trends on Today’s Supply Chains
Open Access
- Author:
- Lazear, Toby
- Area of Honors:
- Supply Chain and Information Systems
- Degree:
- Bachelor of Science
- Document Type:
- Thesis
- Thesis Supervisors:
- Robert Alexander Novack, Thesis Supervisor
John C Spychalski, Thesis Honors Advisor - Keywords:
- supply chain
tiktok
social media
bullwhip effect
social commerce - Abstract:
- The advent of social media has changed the way in which consumers shop drastically, and in turn the way in which supply chains function. TikTok, due to its unique design, has constructed an environment where products can become viral with much more ease than seen on any prior social platform. As a result, companies are met with viral videos promoting their products, entirely unbeknownst to them and without preparation. Supply chains must be agile to continue to meet customer demand in times when products cannot stay on shelves long enough to be marketed. This thesis serves to advise future companies with recommendations for best practices when it comes to viral products on TikTok. As for the research component, much of the information found in the literature review stems from outside sources. The thesis then goes on to cover both case studies and interviews to analyze specific instances of TikTok viral products, and the resulting impact on brands that have experienced such shockwaves. Through the research conducted and conversations held, conclusions were able to be drawn leading to exposing common pitfalls companies can fall into when dealing with viral products. Trendspotting and social listening constantly are now more important than ever, as brands must be able to recognize trends before the public does to change the narrative on their own behalf and prepare behind the scenes from a supply chain perspective. Having open lines of communication both cross-functionally and throughout the supply chain are crucial to ensure strong relationships and ease of flexibility in the event of disruptions. Because of the ever-changing and growing platform of the app, it is inevitable that more companies will soon be experiencing the same cycle, and it is better to know the best practices of preparation than be left playing catch-up for years to follow.