IDEAS home Printed from https://ideas.repec.org/a/aic/ejpair/y2025v10p61-70.html

Why Do You Use Tiktok? Developing Measurement Scales For Pleasure And Functionality From Generation Z Perspective

Author

Listed:
  • OANA TUGULEA, RARES OBADA, BAETRICE BARBOS

    (Alexandru Ioan Cuza University of Iasi)

Abstract

Nowadays, TikTok dominates the social media world, particularly among Generation Z. Being on TikTok involves not only receiving content, but also creating it, sharing and engaging with people from across the world. On TikTok, individuals feel happy, curious, informed and relaxed as the platform offers the opportunity to romanticize life and escape the real world. On the other hand, TikTok is the driving source for Generation Z to talk about real life problems. This study aims to investigate the determinants that describe the motives to use TikTok by Generation Z and to develop measurement scales for motives to use TikTok by Generation Z users. Data were collected from 2589 respondents from Generation Z. The questionnaire included a scale which consists of 36 items describing various motives to use TikTok. Integrating the SPSS software for data analysis, two important variables were identified as main motives for TikTok usage: pleasure and functionality. Understanding the motives behind its usage became increasingly important, as the findings can serve as a source of information for influencers and brands in building trust among Generation Z users.

Suggested Citation

  • Oana Tugulea, Rares Obada, Baetrice Barbos, 2025. "Why Do You Use Tiktok? Developing Measurement Scales For Pleasure And Functionality From Generation Z Perspective," European Journal of Public Administration Research, Alexandru Ioan Cuza University, Faculty of Economics and Business Administration, vol. 0, pages 61-70, October.
    • Handle: RePEc:aic:ejpair:y:2025:v:10:p:61-70
    as

    Download full text from publisher

    File URL: https://eu-pair.uaic.ro/wp-content/uploads/2025/10/61-70_TuguleaO.pdf
    Download Restriction: no
    File URL: https://eu-pair.uaic.ro/october-2025/
    Download Restriction: no
    ---><---

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aic:ejpair:y:2025:v:10:p:61-70. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sireteanu Napoleon-Alexandru (email available below). General contact details of provider: https://edirc.repec.org/data/feaicro.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.