Explaining the success of social media with gratification niches: Motivations behind daytime, nighttime, and active use of TikTok in China
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Scherr and Wang (2021) found that socially rewarding self-presentations were a motivator for posting TikTok videos.
“whereas socially rewarding self-presentations were motivator for posting TikTok videos.”
From Applying Uses and Gratifications Theory to TikTok: A systematic literature review of users' motivations (2025) · cites this paper as Scherr and Wang (2021)
Scherr and Wang (2021) found that escapism was more relevant for women than men.
“The only difference in relation to gender was in the case of escapism, which appeared to be more relevant for women.”
From Applying Uses and Gratifications Theory to TikTok: A systematic literature review of users' motivations (2025) · cites this paper as Scherr and Wang (2021)
Scherr and Wang (2021) found that trendiness was the most important driver of daytime use.
“Finally, trendiness was identified as the most important driver of daytime use”
From Applying Uses and Gratifications Theory to TikTok: A systematic literature review of users' motivations (2025) · cites this paper as Scherr and Wang (2021)
Scherr and Wang (2021) found that novelty was the most prominent driver of nighttime use.
“novelty as the most prominent driver of nighttime use”
From Applying Uses and Gratifications Theory to TikTok: A systematic literature review of users' motivations (2025) · cites this paper as Scherr and Wang (2021)
Scherr and Wang (2021) found four gratification categories for TikTok use in China: socially rewarding self-presentation, trendiness, escapist addiction, and novelty.
“the authors discovered the four gratification categories: socially rewarding self-presentation, trendiness, escapist addiction, and novelty.”
From Applying Uses and Gratifications Theory to TikTok: A systematic literature review of users' motivations (2025) · cites this paper as Scherr and Wang (2021)
Scherr and Wang (2021) found that novelty was the most important gratification for all users.
“Observed by age, novelty was found to be the most important gratification for all users.”
From Applying Uses and Gratifications Theory to TikTok: A systematic literature review of users' motivations (2025) · cites this paper as Scherr and Wang (2021)
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- Authors
- Scherr, S., & Wang, K.
- Affiliations
- Texas A&M University (US)
- Zhejiang University (CN)
- Corresponding author
- Wang, Kexin
- Venue
- Computers in Human Behavior
- Publisher
- Elsevier BV
- Published
- 2021-11
- Volume
- 124
- Pages
- 106893
- ISSN
- 0747-5632 (ISSN-L)
- OpenAlex
- W3168669550
- Cited by
- 230
- References
- 47
- Citations by year
- 2026: 31 · 2025: 51 · 2024: 58 · 2023: 54 · 2022: 30 · 2021: 6
- FWCI
- 16.60
- Type
- journal article
- Language
- en
- Open access
- Licence
- Locations
- Computers in Human Behavior (publishedVersion)
- OPUS (Augsburg University) (submittedVersion, cc-by-nc-nd)
- Funders
- National Office for Philosophy and Social Sciences (19AXW007)
- Topics
- Physical Sciences › Computer Science › Computer Networks and Communications › Media and Digital Communication
- Social Sciences › Sociology and Political Science › Impact of Technology on Adolescents
- Social Sciences › Decision Sciences › Information Systems and Management › Technology Adoption and User Behaviour
- Keywords
- TikTok, uses and gratifications theory, niche theory, motivations for social media use, novelty seeking, trendiness, self-presentation, competitive displacement, age differences, gender differences, China
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