Unveiling the predictors and outcomes of TikTok addiction: the moderating role of parasocial relationships
Naeem Akhtar,
Tahir Islam
Abstract:PurposeTechnology addiction is an increasingly severe problem. TikTok has become increasingly popular recently, and its addiction is also a major concern. This study aims to examine the antecedents and outcomes of TikTok addiction.Design/methodology/approachThe authors collect 579 data from Chinese users using an online survey. The authors use structural equation modeling with partial least squares (PLS-SEM) to analyze data and test hypotheses.FindingsThe results illustrate that perceived enjoyment, social rel… Show more
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