Factors influencing TikTok engagement behaviors in China: An examination of gratifications sought, narcissism, and the Big Five personality traits
Abstract
Abstract As an over-the-top (OTT) and non-subscription-based video-on-demand media service, mobile short-form video application (e.g., TikTok or Douyin) is a free video-sharing social networking service (SNS) distributing short-form video content to smartphones, smart TVs, and tablets. This study investigates the roles of gratifications-sought, narcissism, and personality traits in TikTok engagement behaviors (i.e., contribution, enhancement, and creation) in China. Data were gathered from a sample of 526 TikTok users through an online questionnaire survey in 2020. Factor analysis confirmed nine gratifications sought: escape, fashion, entertainment, information seeking, money making, sociability seeking, navigability, modality, and interactivity. In particular, extraverts and people with the quality of being vain were most active in the contributing, enhancing, and creating TikTok engagement behaviors. The results also show that exhibitionists and people who are more open to new experiences were found to create more, while narcissists with an attitude of entitlement also engaging strongly in giving likes, commenting, forwarding TikToks, and following others. Theoretical and practical implications are also discussed.
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Meng and Leung [8] found that escapism and entertainment motives drive excessive use of platforms like TikTok.
“Meng and Leung [8] found that escapism and entertainment motives drive excessive use of platforms like TikTok, reinforcing the emotional underpinnings of brain rot observed in this study.”
From Students’ struggle with digital addiction: the truth of brain rot (2025) · cites this paper as [8]
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- Authors
- Meng, K. S., & Leung, L.
- Affiliations
- Hong Kong Shue Yan University (CN)
- Corresponding author
- Leung, Louis
- ORCID
- Leung, Louis
- Venue
- Telecommunications Policy
- Publisher
- Elsevier BV
- Published
- 2021-08
- Volume
- 45
- Issue
- 7
- Pages
- 102172
- ISSN
- 0308-5961 (ISSN-L)
- OpenAlex
- W3158254352
- Semantic Scholar
- 096d9c5423c31f26275bf88bd69b3ff618c80553
- Cited by
- 224
- References
- 65
- Citations by year
- 2026: 28 · 2025: 47 · 2024: 49 · 2023: 60 · 2022: 33 · 2021: 7
- FWCI
- 16.71
- Type
- journal article
- Language
- en
- Open access
- closed
- Licence
- Locations
- Telecommunications Policy (publishedVersion)
- RePEc: Research Papers in Economics (submittedVersion)
- Funders
- CMC Microsystems
- 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 › Sociology and Political Science › Digital Marketing and Social Media
- Keywords
- TikTok, user engagement, gratification sought, narcissism, Big Five personality traits, short-form video, social networking services, over-the-top video streaming, extraversion, exhibitionism, openness to experience
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