TikTok is one of the most popular social networks for young people. It is a video streaming platform that allows users to share and interact with others through short videos. Users can post anything, including any topic they want. The TikTok algorithm allows users to sift through different communities to find one that they are interested in. This makes it a perfect place for brands to partner with.
TikTok has become a popular video social network that has influenced the evolution of other "big five" social media platforms, such as Twitter, Facebook, YouTube, and Instagram. But, has the evolution of TikTok impacted the definition of community?
While TikTok has a lot of positive aspects, there are also some negative ones. For example, TikTok is a social media platform that only runs on mobile phones. This can pose privacy intrusions. If you're a business owner, you should understand how to create TikTok ads that aren't invasive. However, this doesn't mean that TikTok is not a useful marketing tool.
Research has examined how use of TikTok influences user satisfaction. Using the theory of uses and gratification, researchers found that the type of content consumed predicts satisfaction with TikTok. Specifically, gratification of entertainment and affectionate needs drove participation. Furthermore, self-expression was a major factor in satisfaction.
Besides the above-mentioned factors, another factor that significantly affects satisfaction is sense of belonging. Sense of belonging increases the feeling of safety and trust, which in turn leads to an increase in the feeling of satisfaction.
Researchers also looked into how sociability impacts satisfaction. The majority of studies focused on how past time impacts satisfaction. Some studies indicated that sociability does not have a significant impact on satisfaction. Others pointed out that satisfaction is strongly related to informativeness.
A cross-sectional study of 606 participants found that satisfaction is positively correlated with the amount of information received from TikTok. Interestingly, this is the first study to examine the effect of informativeness on customer satisfaction. Additionally, satisfaction was significantly affected by trendiness.
Another study found that sociability is not a key determinant of TikTok use. However, this may be due to the fact that there are multiple communities and groups on TikTok. Hence, it is not interactively connected. In addition, the study suggested testing the effects of motivational cues on satisfaction.
As a result, it is important for marketers to focus on trends, informativeness, and self-expression to satisfy customers. Moreover, they should use Augmented Reality to reach consumers. By partnering with TikTok micro-communities, brands will be able to connect with their target audience and provide a more valuable service to them.