The TikTok effect: How TikTok is shaping the way we consume music
Digitalization has in recent years transformed the music industry and how people consume music. Simultaneously, the social media app TikTok has emerged as a major player in marketing, using its unique algorithmic structure and user-generated content to become a powerful marketing tool for musicians and record labels alike. Therefore, this paper investigates the effect of TikTok on music consumptio