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.
