Applying the uses and gratifications theory to identify motivational factors behind young adult's participation in viral social media challenges on TikTok

Abstract

Social media usage can impact its users’ mental and physical health. In particular, social media challenges, activities performed by an individual or a group that are uploaded to a social networking site to achieve a specific goal, have the potential to encourage and spread positive and negative behavior. We conducted interviews with thirty-two college students (ages 18-23) and using qualitative analysis grounded in the Uses and Gratifications Theory determined the motivations underlying participation in these challenges on the rapidly growing and unique social media platform TikTok. Six categories consistent with the Uses and Gratifications Theory emerged from this analysis, indicating that individuals use TikTok for 1) entertainment, 2) convenience and utility for widespread communication, 3) increasing social interaction, 4) finding social support, 5) seeking and sharing information, and 6) escaping from everyday life. We discuss how these motivations can be used to minimize the spread of viral self-harm challenges through TikTok.