Public Sentiment on TikTok and Its Impact on International Business: Youth Opinion, Virality, and Cross-Cultural Branding

Abstract

In the era of digital disruption, TikTok has emerged as a powerful platform influencing global public sentiment, particularly among youth. This paper explores how viral content on TikTok shapes youth opinion and its subsequent impact on international business, with a focus on global branding, marketing strategies, and cross-cultural communication. By analyzing key trends, hashtags, and influencer content, the study shows how TikTok's algorithm, youth participation, and user-created content are changing the way international businesses operate. The findings underscore the importance of digital media literacy and strategic cultural sensitivity for global companies targeting youth markets.