A bibliometric analysis of scientific publications on TikTok: Field dynamics and future directions

This study aims to examine scientific publications on TikTok through a bibliometric approach, identifying the field's overall dynamics and future directions. Launched in 2016 as a short video-sharing platform, TikTok rapidly gained global popularity and became a major medium shaping digital culture, social interaction, and communication practices. A mixed-method research design was adopted. In the quantitative stage, a bibliometric analysis was conducted using publications from YÖK Thesis Center, DergiPark, Google Scholar, and Web of Science (WoS) databases covering the years 2020–2025. The data were analyzed through VOSviewer and Microsoft Excel software and classified according to publication year, research themes, and methodological orientations. In the qualitative stage, a purposive sampling strategy was applied, supported by a snowball technique to reach active TikTok users from diverse socio-demographic backgrounds. A total of 10 semi-structured interviews were conducted, and the data were analyzed using thematic analysis based on Braun and Clarke's (2006) six-phase model. Findings indicate that academic production on TikTok in Turkey has increased rapidly after 2021, with most studies concentrated in communication, media, and sociology. In contrast, international research approaches TikTok through a more interdisciplinary framework, focusing on political communication, disinformation, algorithmic governance, marketing, and digital identity. Qualitative findings reveal that TikTok functions both as a tool for entertainment and identity construction while also posing risks of digital addiction due to prolonged use. In conclusion, TikTok research is expanding rapidly both in Turkey and globally, highlighting the need for more data-driven, interdisciplinary, and user-centered studies in the future.