The Review of Gratifications from Visual Communication Content Among Douyin Users

Abstract

In the rapidly evolving landscape of social media, platforms like Douyin have emerged as powerful tools for brand marketing and promotion. Douyin's exponential growth as an e-commerce platform highlights the increasing desire for social media engagement and the shared appreciation of visual content among users. Drawing on the Uses and Gratification Theory, this paper delves into the intricate dynamics of Douyin users' behavior and emotions in the realm of visual communication. By focusing on various types of visual content, this study provides a comprehensive review, offering valuable insights into the gratification, curiosity, and social needs that drive users to engage with visual content on Douyin. The research sheds light on the nuanced ways in which users interact with the platform, deepening our understanding of the evolving landscape of social media and visual communication in the digital age.