Replacement or complement: A niche analysis of Weibo, Xiaohongshu, and TikTok

Abstract

Using Dimmick niche theory as a theoretical framework, this study investigated the competition among three social media, Weibo, Xiaohongshu and Tiktok, using the satisfaction and satisfaction opportunities obtained among them. In this study, an online questionnaire survey was conducted nationwide and 565 valid questionnaires were collected. This study drew three conclusions from the data analysis. (1) This study found that Xiaohongshu and Tiktok belong to generalist, while Weibo belongs to specialist. (2) Among them, Weibo and Tiktok have the most intense competition, but the three social media have different competitive advantages. Therefore, this study predicts that these three social media can coexist in the Chinese social media market. (3) Among the three media, Tiktok is the most competitive, Xiaohongshu is the second most competitive, and Weibo is the weakest.