Abstract
New social network platforms such as TikTok have grown into new, more interactive content formats that appeal to younger generational groups. Through uses and gratifications (U&G) theory, we examined how hedonic gratifications through passive use of TikTok gratify utilitarian needs, triggering active use as self-expression and social interaction. We also examined how self-expression and social interaction drive user-generated content and parasocial relationships (PSR) with the influencers as a mediating force to purchase intention. A research model was established and analyzed using structural equation modeling through an online survey of 403 TikTok users and members of Generation Z. The data reflected that TikTok significantly gratifies modality-based gratifications and agency-based gratifications and interactive-based gratifications in Generation Z users. The data also identified that the cognitive, affective, and behavioral aspects of PSR do not occur separately. Instead, they act systematically as specific needs are met through U&G.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
