Uses and gratifications sought by pre-adolescent and adolescent TikTok consumers

Abstract

Purpose The purpose of this paper was to explore the uses and gratifications sought by the primary target market (pre-adolescent and adolescent groups) of a new social media site, TikTok. The paper also sought to identify how much of a role the motivations of self-expression, social recognition and fame-seeking (important considerations within adolescent psychology development) played in the use of this particular social networking sites (SNS). Design/methodology/approach Following meticulous sampling procedures, ensuring national representation and stringent ethical practices, self-completion questionnaires were sent to pupils at 60 schools in the five key administrative regions of Denmark. The data was examined using analysis of variation tests, followed by a two-step cluster analysis using the log-likelihood method. Findings The findings indicated that passive consumptive behaviours were prevalent among both pre-adolescent and adolescent groups and that the gratification of entertainment/affect was the primary driver behind all behaviours: passive consumptive, participatory and contributory. Pre-adolescent groups were more active and heavier users of TikTok than were adolescents. In line with adolescent psychology theories, the authors found that contributory behaviours were motivated by a wish to expand one’s social networks, by fame-seeking, self-expression and identity-creation needs. Social implications Pre-adolescent consumers are heavier users and interact more with the TikTok SNS than adolescent consumers, including in relation to seeking out new social networks. This is potentially of great concern as children are less likely to understand the hidden dangers of online predatorial and privacy issues. Originality/value The authors extend their understanding of the contributory functions of SNS. Motivations of fame-seeking, self-expression and social recognition are key to understanding the uses and gratifications of TikTok consumers, especially during the adolescent years; contrary to scholarly assertions that these motives are often unconscious, the sample of this study assertively and explicitly confirmed these needs. A further novel insight of this study was that both the gratifications of relationship building and relationship maintenance were sought out via the contributory, rather than the participatory function of TikTok.

On the Psychology of TikTok Use: A First Glimpse From Empirical Findings

“…A recent paper by Bucknell Bossen and Kottasz ( 31 ) provided insight that, in particular, gratification of entertainment/affective needs was the most relevant driver to understand a range of behaviors on TikTok, including passive consumption of content, but also creating content and interacting with others. In particular, the authors summarized that TikTok participation was motivated by needs to expand one's social network, seek fame, and express oneself creatively.…”

“…The aforementioned statistics show that TikTok users are often young. Bucknell Bossen and Kottasz ( 31 ) illustrated that, in particular, young users are also those who seem to be particularly active on the platform, and thus share much information. Given that, in particular, young users often do not foresee consequences of self-disclosure, it is of high importance to better protect this vulnerable group from detrimental aspects of social media use.…”

Psychological perspectives on participatory culture: Core motives for the use of political internet memes

“…Users can share personal experien ces and opinions, enhancing psychological empowerment through self-efficacy and perceived competence (Leung, 2009). Producing content may also be identity-forming, in that users can construct a self-image, gain recognition, and uphold their reputation among peers (Bucknell Bossen & Kottasz, 2020;Shao, 2009). Additionally, self-evaluative incentives may be a way for users to experience satisfaction when meeting desired standards; the high reactivity of social media platforms incentivizes users to create content others will be likely to engage with (Daugherty, Eastin, & Bright, 2008;Joyce & Kraut, 2006).…”

Blurring Boundaries Between Journalists and Tiktokers: Journalistic Role Performance on TikTok

“…TikTok is associated with a young audience, mainly belonging to Gen Z (Pellicer, 2019;Schmidt, 2019). This is the audience that tends to be the most active (Montag et al, 2021), especially teenagers looking to expand their social network, gain fame, self-express themselves, and create an identity (Bucknell et al, 2020). The main reasons for using TikTok are self-presentation, trendiness, escapist addiction, and novelty (Scherr & Wang, 2021).…”