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

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F46747885%3A24310%2F23%3A00011579" target="_blank" >RIV/46747885:24310/23:00011579 - isvavai.cz</a>
Result on the web
<a href="https://acc-ern.tul.cz/archiv/PDF/ACC_2023_2_09.pdf" target="_blank" >https://acc-ern.tul.cz/archiv/PDF/ACC_2023_2_09.pdf</a>
DOI - Digital Object Identifier
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Result language
angličtina
Original language name
An In-depth Analysis of Generation Z Selected Motives for Active Tiktok Usage
Original language description
A substantial amount of the existing literature on Generation Z‘s motives is rooted in the era of the COVID-19 pandemic, during which social restrictions played a pivotal role in communication and interaction with friends and the broader world. However, with the pandemic now concluded, there is a curiosity about the current motivations driving young people to use this platform. This study involved surveying over 200 participants in Germany and Kazakhstan within the specified age group to explore their motives for TikTok usage. 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 for trying out new things. This research aims to provide contemporary insights into the evolving motivations of young individuals within the post-pandemic landscape.
Czech name
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Czech description
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Publication year
2023
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

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