Explaining the success of social media with gratification niches: Motivations behind daytime, nighttime, and active use of TikTok in China

作者：

Highlights：

• Theory of gratification niches helps understanding motives for TikTok use.

• First large-scale survey exploring the motives for using the short video sharing app TikTok.

• Socially rewarding self-presentation, trendiness, escapist addiction, and novelty are distinct motives for TikTok use.

• “Time-of-day-specific” gratification niches detected for trendiness (daytime) and novelty (night).

摘要

•Theory of gratification niches helps understanding motives for TikTok use.•First large-scale survey exploring the motives for using the short video sharing app TikTok.•Socially rewarding self-presentation, trendiness, escapist addiction, and novelty are distinct motives for TikTok use.•“Time-of-day-specific” gratification niches detected for trendiness (daytime) and novelty (night).

论文关键词：TikTok,douyin,Uses and gratifications,Gratification niches,Motives for social media use,Social media,China

论文评审过程：Received 12 December 2020, Revised 25 March 2021, Accepted 7 May 2021, Available online 3 June 2021, Version of Record 12 June 2021.

论文官网地址：https://doi.org/10.1016/j.chb.2021.106893