Augmenting TikTok shop adoption: The mediating role of KOCs in live streaming, video content, and AI recommendations
Le Thi Hong Minh,
Pham Ngoc Minh Hieu,
Nguyen Thi Truc Ly
et al.
Abstract:There is a growing trend of social media networks transitioning into channels primarily focused on providing entertainment content. This research used the Uses and Gratifications (U&G) theory to examine the manner in which individuals transition from other platforms to TikTok with regards to their engagement in entertainment and self-publishing of videos. Key Opinion Consumers (KOCs) are individuals who provide evaluations from the consumer’s perspective. This emerging trend involves the creation of online… Show more
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