Open Access
American Research Journal of Business and Management
ISSN (Online): 2379-1047
DOI: 10.46568/arjbm
The Rise of Triller: A Case Study on Persuasive Technology
School of Business, Oklahoma Baptist University, 500 W. University Drive, Shawnee, OK 74804, USA.
Dr. Daryl Green, Dr. Xanshunta L Polk, et al., “The Rise of Triller: A Case Study on Persuasive Technology”,
American Research Journal of Business and Management, Vol 8, no. 1, 2022, pp. 14-18.
Abstract
During the initial stages of the pandemic in the United States, millions of people discovered the power of social media
platforms. In 2020, President Donald Trump announced plans to take steps to ban TikTok, a Chinese based-business. As
a result of this threat to ban TikTok, many users retreated to a video app called Triller. Today, Triller has over 65 million
active users on its platform. This case study examines Triller as a persuasive technology and how it can improve its
positioning strategy as a mobile app for businesses and consumers. By serving its customers’ needs for curated and concise
video content, Triller has created digital marketing opportunities, including branding, reach, sponsorships and influencer
capabilities. This study has significance for researchers and practitioners and broadens contemporary assumptions about
strategic planning for social media platforms.
