Abstract
With the development of the Internet and digital technology, online social media has spread on a large scale around the world, and Tiktok is one of the most popular online social media. The research on how Tiktok uses viral marketing to attract fans to join and continue to use the factors is important and meaningful. For this purpose, this study use quantitative research method to study the questionnaires filled by TikTok participants with SPSS Analysis. According to regression and descriptive statistical analysis of SPSS. the research findings indicate some indicators show that positive and significant relation and some negative and insignificant related to TikTok user behaviour. In this research, we examine the intention of influencing the continuous use of TikTok fan's activities. Our findings suggested that user motivation, timing level, personality traits, entertainment factors are influence positively and significantly on TikTok fan's behaviour. Results show that these variables influence TikTok users but different in levels and influencing. These viral videos of Tiktok attract thousands and millions of people who give likes and comments on various videos that promote further people's engagement. The study indicates that discussion intention and influence of TikTok user has a specific and meaningful impact on TikTok user behaviour.
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