O'zbekcha
Русский
Network effects in social media platforms
Network effects and user growth in social media
| Published date | 23.06.2026 |
| Journal Issue | Vol. 1 No. 1 (2026) Startups and Innovation Ecosystem |
| Pages | 16-24 |
| DOI | 10.5281/zenodo.20796111 |
| Section | Yosh olimlar maqolalari |
| Article language | uz |
| License | https://creativecommons.org/licenses/by/4.0/ |
Abstract
This study examines network effects in social media platforms and their influence on user growth models, with a particular focus on TikTok. Network effects arise when the value of a platform increases as its user base expands, creating self-reinforcing adoption cycles. By analyzing empirical data from major social media platforms, the study identifies the mechanisms through which network effects drive user acquisition and retention. The findings indicate that successful platforms leverage multiple types of network effects simultaneously, while critical mass thresholds serve as tipping points for exponential growth. Cross-side network effects are found to be particularly powerful in stimulating platform expansion, whereas platform algorithms amplify these effects through positive feedback loops. The research also highlights competitive dynamics in which one-sided network effects may negatively affect user retention.
Keywords
References
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