User gratifications in social media usage

: the case of TikTok

Abstract

Social media has become an integral part of modern society, transforming the way people communicate, obtain information, and form communities. With platforms like Facebook and Instagram boasting millions of active users, social media has revolutionized universal connectivity and information sharing. Despite its undeniable impact, understanding users' motivations for using social media platforms is crucial, especially given the emergence of TikTok, the latest and most popular social network. The uses and gratifications theory explains why people use media and what they hope to gain from it. Individuals use media to fulfil specific needs or desires, such as entertainment and information acquisition, and actively seek out content that meets their specific motivations. Media channel selection is determined by situational and individual factors. The present study uses the uses and gratifications theory to investigate TikTok users' reasons for social media usage, as there is insufficient research on how users perceive its value despite its unique content approach. Using a quantitative analysis, this study delves into TikTok users' motivations, offering a glimpse into the platform's distinguishing features and paving the way for further research on social media's influence. The study found that social, entertainment, and informative gratifications significantly influence TikTok usage frequency, with varying preferences between Generation Z and Generation Y users. Findings inform social media marketers and creators on engaging TikTok users with tailored content and designing effective strategies for user retention by understanding their motivations and gratifications.

Date of Award	10 May 2023
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Daniela Langaro da Silva do Souto (Supervisor)