An empirical evidence of factors underlying TikTok usage: A serial mediation analysis

The number of TikTok users across the world continues to grow, making it an emerging social media platform for brands and social media businesses. Understanding psychological factors driving TikTok usage is imperative. This study delves into the sequential mediating effect of user engagement and positive emotions on the perceived value-usage intention link. Conducting an online survey with 442 TikTok users, results reveal a robust correlation between perceived value and user engagement, fostering positive emotions and reinforcing intention to use TikTok. The study, contributing empirical evidence, addresses the less-explored intersection of social media and cyberspace psychology within the evolving media landscape.