<abstract xmlns="http://www.w3.org/1999/xhtml">
<p>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 <italic>creativity</italic>, <italic>perceiving oneself as an influencer</italic>, and the need to <italic>try out new things</italic>. This research aims to provide contemporary insights into the evolving motivations of young individuals within the post-pandemic landscape.</p>
</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.

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

Hochschule Zittau-Görlitz, Faculty of Business, Department of Marketing

Technical University of Liberec, Faculty of Economics

ACC JOURNAL

This work is licensed under the Creative Commons Attribution-NonCommercial 4.0 International License.

{"article-title":"An In-Depth Analysis of Generation Z Selected Motives for Active Tiktok Usage"}

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...

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

Published Online: Mar 15, 2024

Page range: 112 - 124

DOI: https://doi.org/10.2478/acc-2023-0009

Keywords
TikTok, Social media, User motives, Active usage, Creativity, Trying out new things, Influencer role

© 2023 Sebastian Zips et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial 4.0 International License.

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

Published Online: Mar 15, 2024

Page range: 112 - 124

DOI: https://doi.org/10.2478/acc-2023-0009

KeywordsTikTok, Social media, User motives, Active usage, Creativity, Trying out new things, Influencer role

© 2023 Sebastian Zips et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial 4.0 International License.

Keywords
TikTok, Social media, User motives, Active usage, Creativity, Trying out new things, Influencer role