Title: Behavioural intention to use social networking mobile apps: the case of TikTok

Authors: Mahendar Goli; Mohsin Khan

Addresses: Department of Management Studies, Madanapalle Institute of Technology and Science, Andhra Pradesh, India ' Department of Management Studies, Madanapalle Institute of Technology and Science, Andhra Pradesh, India

Abstract: The young persons' drive to draw the attention to derive admiration and recognition through their activities are strengthening the trend of short video making and sharing with social media app such as TikTok. The current study aimed to examine the factors that influence the adoption of TikTok app among the youth. The study deployed 'uses and gratification paradigm' to examine the impact of narcissism, perceived ease of use, perceived enjoyment and social influence on intention to use TikTok social networking app. The data for the study was provided by 241 respondents comprising young persons aged between 14 and 25 years and they were reached on convenience mode through a structured questionnaire. We used structured equation modelling to investigate the interrelationships among the constructs. Perceived enjoyment, social influence and narcissism exhibited a positive impact on users' intention to use TikTok app. The study concludes with implications for academicians and practioners.

Keywords: perceived ease of use; perceived enjoyment; narcissism; social influence; behavioural intention; uses and gratifications theory.

DOI: 10.1504/IJBIR.2022.125667

International Journal of Business Innovation and Research, 2022 Vol.29 No.1, pp.16 - 31

Received: 17 Jun 2020
Accepted: 30 Jul 2020
Published online: 26 Sep 2022 *

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