TikTok consumption: Uses and gratifications accross cultures.

  • Vargas Bianchi, Lizardo (Investigador principal)
  • Mensa, Marta (Investigador principal)
  • Deng, Tony (Investigador principal)

Proyecto: Investigación

Detalles del proyecto


Analysis of TikTok consumption among young people within the framework of the Uses and Gratifications theory. A comparative analysis of the motivations for using the social network among individuals from countries with different cultural indices of indivodualism and collectivism.
Fecha de inicio / finalización efectiva11/01/2110/03/22

Palabras clave

  • TikTok
  • Flow
  • Branded Content
  • Information processing
  • advertising content
  • Advertising recall
  • Brand recall