The role of Tik Tok social network in developing public relations

Abstract

The importance of establishing communication with users and consumers, through social networks, is increasingly recognized and is present in the modern business world. Public relations enable building trust and gaining loyalty among users, and the activities of this business function are increasingly manifested through digital, social media channels. Establishing a close relationship between consumers and the company, the exchange of the most important and new information is achieved thought all social media, but in different ways. Due to its specificity, Tik Tok as a social network is becoming more widespread and gaining an increasing number of users. In this paper, the authors analyze the importance of using this social network in modern public relations and the changes that Tik Tok social network brings in the process of communicating with the public.