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Cited by 305Impact of Technology on AdolescentsMedia and Digital CommunicationDigital Marketing and Social Media

Uses and gratifications sought by pre-adolescent and adolescent TikTok consumers

Bucknell Bossen, Christina, Kottasz, Rita·2020·Young Consumers
DOI 10.1108/yc-07-2020-1186
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Abstract

Purpose: The purpose of this paper was to explore the uses and gratifications sought by the primary target market (pre-adolescent and adolescent groups) of a new social media site, TikTok. The paper also sought to identify how much of a role the motivations of self-expression, social recognition and fame-seeking (important considerations within adolescent psychology development) played in the use of this particular social networking sites (SNS). Design/methodology/approach: Following meticulous sampling procedures, ensuring national representation and stringent ethical practices, self-completion questionnaires were sent to pupils at 60 schools in the five key administrative regions of Denmark. The data was examined using analysis of variation tests, followed by a two-step cluster analysis using the log-likelihood method. Findings: The findings indicated that passive consumptive behaviours were prevalent among both pre-adolescent and adolescent groups and that the gratification of entertainment/affect was the primary driver behind all behaviours: passive consumptive, participatory and contributory. Pre-adolescent groups were more active and heavier users of TikTok than were adolescents. In line with adolescent psychology theories, the authors found that contributory behaviours were motivated by a wish to expand one’s social networks, by fame-seeking, self-expression and identity-creation needs. Social implications: Pre-adolescent consumers are heavier users and interact more with the TikTok SNS than adolescent consumers, including in relation to seeking out new social networks. This is potentially of great concern as children are less likely to understand the hidden dangers of online predatorial and privacy issues. Originality/value: The authors extend their understanding of the contributory functions of SNS. Motivations of fame-seeking, self-expression and social recognition are key to understanding the uses and gratifications of TikTok consumers, especially during the adolescent years; contrary to scholarly assertions that these motives are often unconscious, the sample of this study assertively and explicitly confirmed these needs. A further novel insight of this study was that both the gratifications of relationship building and relationship maintenance were sought out via the contributory, rather than the participatory function of TikTok.

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Crossref · 10.1108/yc-07-2020-1186

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  • Bucknell Bossen and Kottasz (2020) found that self-expression, social recognition and fame-seeking were stimulating factors of contributory behavior.

    “whereas self-expression, social recognition and fame-seeking were identified as stimulating factors of contributory behavior.”

    From Applying Uses and Gratifications Theory to TikTok: A systematic literature review of users' motivations (2025) · cites this paper as Bucknell Bossen & Kottasz (2020)

  • Bucknell Bossen and Kottasz (2020) found that identity-creation, social recognition and desire for social network expansion were motivators of participatory behavior.

    “Additionally, identity-creation, social recognition and the desire for social network expansion were found to be motivators of participatory behavior”

    From Applying Uses and Gratifications Theory to TikTok: A systematic literature review of users' motivations (2025) · cites this paper as Bucknell Bossen & Kottasz (2020)

  • Bucknell Bossen and Kottasz (2020) found that entertainment/affect was the primary driver behind all categories of TikTok behaviors among pre-adolescents and adolescents in Denmark, with emphasis on passive consumption.

    “they came to the conclusion that entertainment/affect was the primary driver behind all categories of behaviors, with the emphasis on passive consumption.”

    From Applying Uses and Gratifications Theory to TikTok: A systematic literature review of users' motivations (2025) · cites this paper as Bucknell Bossen & Kottasz (2020)

  • Eleven studies used self-developed questionnaires for outcome evaluation, of which only six paired it with standardized measures.

    “Eleven studies used self-developed questionnaires for outcome evaluation [42, 67–72, 74, 80–82], of which only six paired it with standardized measures [67–69, 71, 72, 80, 81].”

    From Scrolling through adolescence: a systematic review of the impact of TikTok on adolescent mental health (2025) · cites this paper as [74]

  • Ten studies differentiated the population between active and passive users, while only one conducted a content analysis of posts, hashtags, or videos.

    “Given that, ten studies differentiated the population between active and passive users [42, 67, 70, 72, 74–79], while only one conducted a content analysis of the posts, hashtags, or videos [78].”

    From Scrolling through adolescence: a systematic review of the impact of TikTok on adolescent mental health (2025) · cites this paper as [74]

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Authors
Bucknell Bossen, C., & Kottasz, R.
Venue
Young Consumers
Publisher
Emerald
Published
2020-11-30
Volume
21
Issue
4
Pages
463-478
ISSN
1747-3616 (ISSN-L)
DOI
10.1108/yc-07-2020-1186
OpenAlex
W3109216653
Cited by
305
References
66
Citations by year
2026: 44 · 2025: 71 · 2024: 53 · 2023: 70 · 2022: 47 · 2021: 20
FWCI
45.82
Type
journal article
Language
en
Open access
closed
Licence
www.emerald.com/insight/site-policies (tdm)
Locations
  • Young Consumers Insight and Ideas for Responsible Marketers (publishedVersion)
  • Research Repository (Kingston University London) (acceptedVersion)
Topics
  • Social Sciences › Sociology and Political Science › Impact of Technology on Adolescents
  • Physical Sciences › Computer Science › Computer Networks and Communications › Media and Digital Communication
  • Social Sciences › Sociology and Political Science › Digital Marketing and Social Media
Keywords
TikTok, uses and gratifications theory, preadolescents, adolescents, social networking sites, self-expression, fame-seeking, social recognition, passive consumption, entertainment gratification, relationship building, online privacy, online predators, identity construction

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