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An In-Depth Analysis of Generation Z Selected Motives for Active Tiktok Usage

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  • Zips Sebastian

    (Hochschule Zittau-Görlitz, Faculty of Business, Department of Marketing, Theodor-Körner-Allee 16, 02763 Zittau, Germany)

  • Holendová Julie

    (Technical University of Liberec, Faculty of Economics, Department of Marketing, Voroněžská 13, 460 01 Liberec 1, Czech Republic)

Abstract

A significant amount of the existing literature on the motives of Generation Z is rooted in the era of the COVID-19 pandemic, during which social restrictions played a crucial role in communication and interaction with friends and the world. However, since the pandemic is over now, there is a curiosity about the current motivations driving young people to use the TikTok platform. This study involved surveying over 200 participants in Germany and Kazakhstan within the specified age group to explore their motives for using the TikTok platform. The collected data underwent correlation and regression analysis to identify the primary motivators. For active usage, where participants engage in producing and uploading content, the primary motivations include expressing personal creativity, perceiving oneself as an influencer, and the need to try out new things. This research aims to provide contemporary insights into the evolving motivations of young individuals within the post-pandemic landscape.

Suggested Citation

  • Zips Sebastian & Holendová Julie, 2023. "An In-Depth Analysis of Generation Z Selected Motives for Active Tiktok Usage," ACC Journal, Sciendo, vol. 29(2), pages 112-124.
    • Handle: RePEc:vrs:accjnl:v:29:y:2023:i:2:p:112-124:n:1009
    DOI: 10.2478/acc-2023-0009
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    1. Lee, Jieun & Hong, Ilyoo B., 2016. "Predicting positive user responses to social media advertising: The roles of emotional appeal, informativeness, and creativity," International Journal of Information Management, Elsevier, vol. 36(3), pages 360-373.
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