The Rhythm of The Algorithm: Behavioural Influences and TikTok Users

TikTok’s ubiquity, with over two billion downloads, has made the social media platform one of the most popular in the world. Such popularity necessitates information experts to be aware of the technological composition and effects that can be induced into user populations through algorithmic processes which modify and alter behaviour. The composition and purpose of algorithms are explored within a sociotechnical space. Correlations between algorithms, user activity, and user behaviour can be examined as a product of algorithmic influence. Algorithmic procedures have the potential to shape user behaviours, and as a consequence could shape future marketplaces. Within TikTok’s online spaces algorithms facilitate community formation. The literature suggests that algorithms are important in shaping digital community practices, with potential for spreading sociogenic illness. TikTok emphasizes the importance of studying online platforms regarding the spread of contagious behaviours and learning if social media plays a role in their development. Researchers lack consensus on how or whether behaviour modification is caused by algorithms through social media. The research indicates that companies aim to modify people’s decision-making processes due to these strategies having mass applicability in other contexts for the purpose of changing human behaviour.