Flecha-Ortiz, Vivian Feliberty-Lugo, Maria Santos-Corrada,Evelyn Lopez & Virgin Dones 2023 Hedonic and Utilitarian Gratifications to the Use ofTikTok by Generation Z and the Parasocial R
Journal of Interactive Advertising ISSN: (Print) (Online) Journal homepage: https://www.tandfonline.com/loi/ujia20 Hedonic and Utilitarian Gratifications to the Use of TikTok by Generation Z and the Parasocial Relationships with Influencers as a Mediating Force to Purchase Intention José A Flecha-Ortiz, Vivian Feliberty-Lugo, Maria Santos-Corrada, Evelyn Lopez & Virgin Dones To cite this article: José A Flecha-Ortiz, Vivian Feliberty-Lugo, Maria Santos-Corrada, Evelyn Lopez & Virgin Dones (2023) Hedonic and Utilitarian Gratifications to the Use of TikTok by Generation Z and the Parasocial Relationships with Influencers as a Mediating Force to Purchase Intention, Journal of Interactive Advertising, 23:2, 114-127, DOI: 10.1080/15252019.2023.2195403 To link to this article: https://doi.org/10.1080/15252019.2023.2195403 Published online: 17 May 2023 Submit your article to this journal Article views: 1263 View related articles View Crossmark data Full Terms & Conditions of access and use can be found at https://www.tandfonline.com/action/journalInformation?journalCode=ujia20 JOURNAL OF INTERACTIVE ADVERTISING 2023, VOL 23, NO 2, 114–127 https://doi.org/10.1080/15252019.2023.2195403 Hedonic and Utilitarian Gratifications to the Use of TikTok by Generation Z and the Parasocial Relationships with Influencers as a Mediating Force to Purchase Intention Jos e A Flecha-Ortiza a , Vivian Feliberty-Lugoa, Maria Santos-Corradab, Evelyn Lopeza, and Virgin Donesa Universidad Ana G Mendez, Gurabo, Puerto Rico; bUniversidad de Puerto Rico Recinto de Rio Piedras, Puerto Rico KEYWORDS ABSTRACT New social network platforms such as TikTok have grown into new, more interactive content formats that appeal to younger generational groups Through uses and gratifications (U&G) theory, we examined how hedonic gratifications through passive use of TikTok gratify utilitarian needs, triggering active use as self-expression and social interaction We also examined how self-expression and social interaction drive user-generated content and parasocial relationships (PSR) with the influencers as a mediating force to purchase intention A research model was established and analyzed using structural equation modeling through an online survey of 403 TikTok users and members of Generation Z The data reflected that TikTok significantly gratifies modality-based gratifications and agency-based gratifications and interactive-based gratifications in Generation Z users The data also identified that the cognitive, affective, and behavioral aspects of PSR not occur separately Instead, they act systematically as specific needs are met through U&G The motivations for using social networks (SNSs) have specific characteristics, such as forms and means of access, that describe how interaction, communication, relationship, and identity are created (Ruano and Maca 2017) However, studies detail that generational groups’ motivations to use SNSs reflect a diversity of motivations and behaviors (Williams et al 2012; Zheng et al 2011) As SNSs evolve, younger generations have become more dependent on these technologies They use SNSs with greater intensity to satisfy needs for self-expression and social interaction (Bucknell-Bossen and Kottasz 2020) Generation Z digital natives present a particular generational group of interest that allows us to understand motivations to use SNSs This generational group is distinguished by spending significant time using a mobile device; they avoid advertising and spend less time with other classic media (Southgate 2017) Another distinguishing factor is that Generation Z has a direct, informal, and Influencers; parasocial; purchase intent; use; user-generated content individual way of communicating—SNSs have become an essential part of the way the members of this generation establish interpersonal relationships (Singh and Dangmei, 2016; Cho, Bonn, and Han 2018) As consumers, members of Generation Z tend to avoid advertising (Southgate 2017) Moreover, opinion leaders and reference groups highly influence purchasing decisions (Beregovskaya and Grishaeva 2020; Francis and Hoefel 2018; Garcıa-Rivero, Martınez Estrella, and Bonales Daimiel 2022) Generation Z consumers remember more brands that appear as sponsored (Garcıa-Rivero, Martınez Estrella, and Bonales Daimiel 2022), expect co-creation with brands (Grigoreva, Garifova, and Polovkina 2021), and desire to access and evaluate information (Francis and Hoefel 2018) They see consumption and its linkage with brands as an expression of individual identity (Francis and Hoefel 2018) Francis and Hoefel (2018) state that the idea of manifesting individual identity has made Generation Z CONTACT Jose A Flecha-Ortiz flechaj1@uagm.edu Department of Business, Tourism & Entrepreneurship, Universidad Ana G Mendez, Gurabo Campus, PO Box 3030, PR 00778 Gurabo, Puerto Rico Jose A Flecha-Ortiz is an assistant professor in Marketing and Management at Department of Business, Tourism & Entrepreneurship at Universidad Ana G Mendez Vivian Filiberty-Lugo is a doctoral student of Management of Universidad Ana G Mendez (AABSB) and a professor in Hospitality Management and Marketing in Universidad Ana G Mendez Carolina Campus Maria Santos-Corrada is an Assistant Professor in Marketing at School of Graduate Business Administration at Universidad de Puerto Rico recinto de Rio Piedras Evelyn Lopez is an assistant professor in Entrepreneurship and Management at the School of Business and Entrepreneurship at Universidad Ana G Mendez Virgin Dones is an associate professor in Marketing and International Business at Department of Business, Tourism & Entrepreneurship at Universidad Ana G Mendez ß 2023 American Academy of Advertising JOURNAL OF INTERACTIVE ADVERTISING consumers more adept at interpreting trends Therefore, SNSs have become ideal tools for analyzing the online behaviors of this generation (Garcıa-Rivero, Martınez Estrella, and Bonales Daimiel 2022) Utilitarian and hedonic motives encourage individuals to make purchases online after satisfying specific individual socialization needs (Veybitha et al 2021) One of the fastest-growing and most widely used platforms by Generation Z is TikTok With over one billion users worldwide, TikTok has become the leading SNS among Generation Z (Statista 2021) TikTok is an SNS of short videos, creative music, and fun challenges that seek interaction with its users (Wang, Gu, and Wang 2019) According to data from the TikTok for Business portal (2021), this SNS ranks number one in advertising equity worldwide, where 92% of users express having acted after seeing an ad—inviting users to interact with brands TikTok offers users a space for content creation (i.e., user-generated content [UGC]) as self-expression and social interaction (Zuo and Wang 2019) TikTok contributes to users encountering sensory stimuli combined with interactive social communication, which requires less cognitive load This is because TikTok’s decentralized content model allows easy linking with other users worldwide This ease of linking and interactivity allows its users to gain followers quickly These forms of linking and interactivity can satisfy its users’ need to be a celebrity on the network TikTok’s ease of linking its users to influencers worldwide is of particular interest Studies show that the relationship with influencers generates strong linkages and interactions (Wang, Gu, and Wang 2019; Xu, Yan, and Zhang 2019; Xiao, Wang, and Wang 2019) This ease of linking with influencers increases the intention to purchase the brands offered by the influencers more significantly than other forms of advertising (Beregovskaya and Grishaeva 2020; Garcıa-Rivero, Martınez Estrella, and Bonales Daimiel 2022; Droesch 2020) Beregovskaya and Grishaeva (2020) explain that for Generation Z, the increase in purchase intention is influenced by opinion leaders and reference groups Therefore, the study of parasocial relationships (PSRs) can help to explain purchase intention in Generation Z PSRs are false social relationships that may develop an audience for any media character (Horton and Wohl 1956) Through marketing, a PSR becomes a force that mediates purchase intention (Zogaj, Tscheulin, and Olk 2021; Masuda, Han, and Lee 2022; Kim and Kim 2021; Gong and Li 2017; Shan, Chen, and Lin 2020; Yuan and Lou 2020) The gratifications 115 experienced by users of SNSs can explain this phenomenon, but the literature on SNSs is not yet comprehensive in studying this phenomenon in Generation Z Moreover, in the SNS literature consulted, no studies identify behavioral factors that explain how a PSR is established More research is needed that analyzes new social and psychological phenomena in Generation Z and the implications of these phenomena for marketing (Southgate 2017; Ivanyi and Bır o-Szigeti 2019; Thomas, Kavya, and Monica 2018) Thus, this quantitative study with an exploratory approach through the uses and gratifications (U&G) theory and PSR theoretical model by Hartmann, Schramm, and Klimmt (2004) was guided by the following research objectives: first, to analyze how the passive use of TikTok in Generation Z users gratifies hedonic needs and how utilitarian motives trigger active use through UGC as self-expression and social interaction; second, to analyze whether UGC gratifies utilitarian needs and explains PSR through affective, cognitive, and behavioral factors Likewise, the study examined whether PSR is a mediating force to the purchase intention of Generation Z users Finally, the explanatory power of each dimensional variable of UGC and PSR was analyzed The results reflected that TikTok significantly gratifies Modality-based gratifications and agency-based and interactive-based gratifications in Generation Z users The results detail that the cognitive, affective, and behavioral factors of PSR not occur separately but act systematically as specific needs are met through U&G This study’s theoretical and practical contributions explain how new SNSs trigger behaviors that effectively link marketing actions in SNSs We discuss the relevant literature, method, conclusions, and implications as well as our study’s limitations and ideas for future research Theoretical Framework Theory of U&G The U&G theory proposes that people actively seek media content to satisfy particular individual needs (Katz, Blumler, and Gurevitch 1973) Katz, Blumler, and Gurevitch’s (1973) user-centered study began by first analyzing usage Further research has examined how a user addresses a target through media (Karimi et al 2014; Quan-Haase 2012) as well as how the communication medium satisfies specific cognitive and affective needs that users experience (Quan-Haase 2012; Karimi et al 2014; Huang and Zhou 2018; 116 J A FLECHA-ORTIZ ET AL Ruggiero 2000; McCay-Peet and Quan-Haase 2016) Sundar and Limperos (2013) posit that the evolution of U&G should focus on building theory by identifying five new types of gratification in SNSs based on: Modality (methods of content presentation) Agency (how users become sources of information) Interactivity (accessibility to the user to take part in the content) Navigability (the user’s movement through the medium) This is how U&G research evaluates user action rather than influence (Pang 2016) We extend this analysis to Generation Z and TikTok usage behavior Use of TikTok How SNSs are used is one of the most analyzed variables in the SNS literature Motivations for SNS use vary individually among users (Chi 2011) SNSs have been found to facilitate interactivity, information seeking, content interaction, and active collaboration (Song and Yoo 2016) Users use SNSs by passively consuming, participating, and contributing (Shao 2009), which in turn builds connections among interaction, communication, and relationship and identity (Ruano and Maca 2017; Shao 2009) The user may begin passively, by analyzing and comparing the lives of others through surveillance (Shao 2009; Whiting and Williams 2013) Hedonic gratifications explain passive SNS use Hedonic gratification is related to pleasure-seeking and is described as a series of activities that make a user feel good (Seligman 2004) SNS users gain hedonic pleasure by being entertained, relaxing, or simply spending time on the SNS (Gan and Li 2018; Li, Chen, and Popiel 2015) A few articles have highlighted the use of TikTok by Generation Z users for relaxing and reducing stress, through the psychological pleasure gained by watching TikTok’s often short, easy, and fun videos (Wang, Gu, and Wang 2019; Omar and Dequan 2020) Our study further analyzes this use of TikTok by Generation Z users to gain hedonic pleasure—to gratify needs to get rid of stress, relax, and reduce the pressures of everyday life Studies have also focused on the way younger generational groups use SNSs to expand followers (Mesch and Talmud 2010) SNSs can satisfy the need to establish relationships with others, and SNSs mobilize their users to engage in content creation (UGC) as selfexpression and social interaction (Plume and Slade 2018; Leiner et al 2018; de Vries et al 2017; Punyanunt-Carter, De La Cruz, and Wrench 2017; Gan and Li 2018; Omar and Dequan 2020) The satisfaction of hedonic gratification then triggers utilitarian gratification Utilitarianism explains how a person acts to produce the consequences of an action Utilitarianism involves a shift from passive to active behavior (Veybitha et al 2021) Utilitarian gratification explains how a user in an SNS satisfies specific needs for selfexpression and social interaction (Papacharissi and Mendelson 2011; Liu, Cheung, and Lee 2016) UGC in TikTok enables various forms of self-expression and social interaction that generate responses from other users (Bucknell-Bossen and Kottasz 2020) Thus, passive use of SNSs leads to active use (Verduyn et al 2020; Dienlin and Johannes 2020; Verduyn et al 2017) to satisfy the needs for self-expression and social interaction (Omar and Dequan 2020; Harrigan et al 2021) Users actively generate content to establish visibility and links with other users (Bucknell-Bossen and Kottasz 2020; Cho, Bonn, and Han 2018; Xiao, Wang, and Wang 2019; Erz, Marder, and Osadchaya 2018; Tang 2019) Studies of interest highlight that using TikTok significantly activates social interaction and self-expression, fostering a strong linkage with brands and influencers (Zuo and Wang 2019; Omar and Dequan (2020) TikTok’s decentralized content model can explain this rapid linkage where passive usage behavior and monitoring factors drive content creation (UGC) TikTok allows users to receive faster reactions or comments, which further motivates UGC Reactions are often based on the quality and quantity of the content published, regardless of the number of followers Content often facilitates its own viralization, allowing users to be generators of influence and bringing exponential growth to the user’s follower base (Yang, Zhao, and Ma 2019; Xiao, Wang, and Wang 2019) Therefore, using SNSs transforms and influences the user’s self-concept (Harrigan et al 2021) Self-expression and social interaction become primary sources for content creation to increase a user’s visibility on an SNS (Bucknell-Bossen and Kottasz 2020; Langner, Hennigs, and Wiedmann 2013, Singh and Dangmei 2016; Cho, Bonn, and Han 2018; Xiao, Wang, and Wang 2019; Erz, Marder, and Osadchaya 2018; Tang 2019; BucknellBossen and Kottasz 2020) It is against this background that we posit: H1 The psychological pleasure produced by using TikTok gratifies Generation Z’s content creation actions as self-expression H2 The psychological pleasure produced by the use of TikTok gratifies Generation Z’s content creation actions as a form of social interaction JOURNAL OF INTERACTIVE ADVERTISING UGC through Self-Expression and Social Interaction Boyd and Ellison (2007) explain that UGC involves communicating and participating in a communication medium Fernandez-Castrillo (2014) defines UGC as any content format created and distributed by one or more non-professional individuals UGC begins to be manifested once SNS users gratify their initial hedonic pleasure (Veybitha et al 2021; Papacharissi and Mendelson 2011)—users then seek the gratification of utilitarian needs through active use A user’s active behavior in SNSs through UGC can be manifested through (a) a critical audience, (b) a social audience, and (c) a creative audience (Benassini 2014) UGC can be analyzed as a multidimensional variable that is explained by (a) self-expression, (b) social interaction, (c) entertainment, (d) passing the time, (e) information, and (f) professional promotion (Papacharissi 2003; Lastra 2016) Thus, this study analyzes the active use of TikTok as a utilitarian gratification that triggers UGC, focused on the dimensions of self-expression and social interaction Self-expression is defined as expressing thoughts and feelings (Goffman 1959; Kim and Ko 2011; Dimofte, Goodstein, and Brumbaugh 2015) Social interaction refers to particular forms of externalities in which the actions of a reference group affect an individual’s preferences (Scheinkman 2008) Previous UGC studies establish that social interaction propitiates users’ need to receive “likes” and comments (Bucknell-Bossen and Kottasz 2020) UGC activates participatory actions as a link to self-expression (Gentina and Rowe 2020; Bucknell-Bossen and Kottasz 2020) U&G studies on SNSs identified that seeking constant validation from other users (Gentina and Rowe 2020; Bucknell-Bossen and Kottasz 2020), desire for fame (Rui and Stefanone 2016), and desire for visibility (Xiao, Wang, and Wang 2019) are significantly driven by motives of self-expression (Erz, Marder, and Osadchaya 2018) and social interaction (Tang 2019) SNS use itself precedes and explains various forms of self-expression and social interaction by SNS users (Rui and Stefanone 2016) Our study’s research on self-expression is directed at how Generation Z users share their attitudes, thoughts, and self-expression activities through TikTok’s model of short videos and challenges We also analyze social interaction through the way a user may create content to be presentable and in the way the user satisfies the needs that other users may have (Wheeler and Nezlek 1977; Duck 1991; Schlenker 1980) One attraction of TikTok is the easy linking of 117 users with influencers and brands, through which companies seek to convert this force as a source of social capital This social influence is conducive to UGC (Langner, Hennigs, and Wiedmann 2013) Meservy et al (2019) identified rewarding social capital in SNSs and the rapid bonding and relationship building with others, which can be explained as a form of PSR (de Berail, Guillon, and Bungener 2019) The role of an influencer through PSR becomes a force that mediates marketing tactics and purchase motivation (Zogaj, Tscheulin, and Olk 2021; Shan, Chen, and Lin 2020; Gong and Li 2017) It is because of this background that we posit: H3 TikTok UGC by Generation Z users is a multidimensional variable explained by: H3a Self-expression H3b Social interaction PSR and Purchase Intention The seminal works of Horton and Wohl (1956) define PSRs as false social relationships which an audience develops toward any media personality This media personality is perceived as a person close to the user Kim (2020) further highlights that SNSs may have changed the traditional definition of PSR By proposing the PSR as a unilateral and imaginary relationship, SNSs may enable more tangible and reciprocal PSRs Studies of PSRs have constructed various scales to measure these false relationships (Cheney 1983; Rubin and Perse 1987; Rubin, Palmgreen, and Sypher 2009; Hartmann, Schramm, and Klimmt 2004; Hartmann and Goldhoorn 2011; Auter and Palmgreen 2000) Hartmann, Schramm, and Klimmt (2004) scales in particular provide a more precise delineation of PSR by analyzing the response to three factors: Cognitive a Include dimensions of attention, comprehension, media activation, person evaluations, anticipatory observation, and relationship building Affective a Include through its dimensions of sympathy vs antipathy, empathy vs counter-empathy, and emotional contagion Behavioral a Include through its dimensions verbal, nonverbal behavior, and behavioral intentions 118 J A FLECHA-ORTIZ ET AL Schramm and Hartmann (2008) clarify that users can respond to a character without activating the three response factors PSRs in SNSs can explained by cognitive and affective factors (Aw and Chuah 2021; Al-Farraj et al 2021) Schramm and Hartmann (2008) analyzed the affective dimension as measured by sympathy and emotion contagion, and they analyzed the behavioral response by measuring behavioral intention They analyzed each dimension through the TikTok content model Horton and Wohl (1956) emphasize that PSR is a mediating variable in analyzing various phenomena Even Kim (2020) places PSR as a mediating force to purchase intention Researchers define purchase intention as a consumer’s intention, motivation, or willingness to purchase a product or service (Aluri, Slevitch, and Larzelere 2016; Alalwan 2018) The literature highlights that a PSR between users and influencers in SNSs is a force that positively mediates purchase intention, thus explaining behavior Purchase intention was mediated by adjustment to consumers’ personalities (Zogaj, Tscheulin, and Olk 2021), perceived congruence (Masuda, Han, and Lee 2022; Kim and Kim 2021; Gong and Li 2017), endorsement behavior (Shan, Chen, and Lin 2020), trust and credibility (Gong and Li 2017; Yuan and Lou 2020; Lee and Watkins 2016), content type (Lou and Kim 2019; Lou 2022) and gratification factors (Yang and Ha 2021; Lim and Kim 2011; Kim 2020) One study of TikTok details that gratification and PSR are explained by the degree of user knowledge, which positively affects purchase intention (Yang and Ha 2021) It is because of this background that we posit: significantly influence purchase intent through the use of TikTok Method H5b Affective response This exploratory study recruited 403 participants through an electronic survey of active TikTok users and members of Generation Z The exploratory study model was ideal for this research, as the behavioral actions of consumers and influencers through TikTok need to be clearly defined The results to be discussed allow for a better understanding of how various forms of behavior occur on new social platforms such as TikTok The inclusion criteria for participants was that they had to be between 21 and 25 years old and active users of TikTok Data collection was through an electronic survey using the database owned by the researchers The study employed a non-replacement sampling technique This type of sampling is more significant than other methods because non-replacement sampling does not allow the same element of the population to enter the sample more than once (Malhotra 2020) To execute this type of sampling, the survey was protected and coded so that participants could only access it on a single occasion If a participant dropped out or took another action, the survey was immediately rejected, and the participant needed help to re-access it The data collection culminated with 895 surveys, with 403 completed for analysis The demographic data reflect that 66.50% of participants were female (n ¼ 268) and 33.50% were male (n ¼ 135) This distribution by gender in our sample was slightly different than the standard gender distribution of TikTok usage Statistics on TikTok use in the United States reflect that 61% of its users are female and the other 39% are male (Statista 2021) Similarly, global data reflects that 60% of users are female and 40% are male (Iqbal 2021) Among our participants, 56.33% (n ¼ 227) spent one hour a day using TikTok, while 29.28% (n ¼ 118) spent up to two hours daily and 14.39% (n ¼ 58) spent hours or more This use time is consistent with standard TikTok usage statistics, which reflect that users spend an average of 52 minutes per day on the platform (Statista 2021) Finally, we analyzed our results using partial least squares structural equations, for the research model proposed in Figure H5c Behavioral response Research Instrument H4 UGC by Generation Z through links of self-expression and active social interaction significantly PSR through: H4a Cognitive response H4b The affective response H4c Behavioral response H5 PSR, through the use of TikTok, explains a unilateral and imaginary relationship which is activated by: H5a Cognitive response H6 PSR mediates UGC by Generation Z through self-expression and social interaction links to According to the research objectives, an instrument was developed based on the relevant literature Each JOURNAL OF INTERACTIVE ADVERTISING Tik Tok Use PSI UGC Purchase Intention Cognitive Affective Behaivoral Self-Expression Social Interaction 119 Figure Research model Table Validity and reliability Loading Factor Measure Items TikTok Use I take pleasure in using TikTok I escape the pressures of daytime when viewing content on TikTok My stress is reduced when I use TikTok I relax when I use TikTok TikTok allows me to give my opinion UGC Self-expression TikTok allows me to give my opinion TikTok gives me the power to broadcast messages to my followers I participated in the challenge to see if my video would go viral I enjoy expressing myself in TikTok I like to express myself in TikTok Sharing my personal experiences in TikTok is rewarding Social Interaction In TikTok, I can connect with others TikTok allows me to interact in a different space I communicate with other users through TikTok TikTok meets my socialization needs differently I like the idea of my video going viral through TikTok PSR Cognitive The influencers I follow on TikTok their style is like mine I follow the #challenges of my favorite influencers Affective I like the products used by the influencers in TikTok I love using TikTok to see my favorite influencers Behavioral I’ve reviewed some of the products that TikTok influencers use I have created videos of dances and others made by my favorite influencers Purchase Intention I have purchased products or services that I have observed TikTok influencers using I have been motivated to buy a product or service when I see a TikTok influencer promoting it Using TikTok has allowed me to save money when purchasing Cronbach’s Alpha Composite Reliability AVE 0.923 0.946 0.814 0.933 0.942 0.558 0.882 0.911 0.630 0.766 0.864 0.680 0.844 0.928 0.912 0.922 0.702 0.702 0.702 0.801 0.879 0.876 0.824 0.729 0.765 0.722 0.814 0.865 0.889 0.900 0.850 0.871 0.839 0.861 0.854 0.864 0.751 AVE ¼ average variance extracted questionnaire item used a five-point Likert scale where participants responded from (strongly disagree) to (strongly agree) The construction of the questionnaire and the items used can be seen in Table The variable TikTok use employed four items Each item measured passive use behavior through hedonic pleasure (Shao 2009; Whiting and Williams 2013) Each assertion indexed the passive use of TikTok as relaxation, reduction of pressures, and relief of day-to-day stress (Wang, Gu, and Wang 2019; Omar and Dequan 2020) We count thirteen items for the UGC variable to analyze how TikTok use turns its users into active users through utilitarian gratification through selfexpression (six items) and social interaction (seven items) dimensions Each item employed the construction guidelines of gratification scales in SNSs established by Sundar and Limperos (2013), where each assertion was edited according to the TikTok content model The items probed the satisfaction of needs through the expression of self and the need for other users to observe the self We used the scales proposed by Hartmann, Schramm, and Klimmt (2004) for the PSR variable This variable had six items, and the items were modified according to the TikTok content model Each item analyzed the user’s response through the cognitive factor (one item for the dimension of a person’s attention and one for constructing relationships) The affective factor (one item for the sympathy dimension and one item for emotion contagion) Finally, the behavioral factor (two items) was analyzed from the behavioral intention dimension Finally, the purchase 120 J A FLECHA-ORTIZ ET AL intention variable had three items Each item examined the intention, motivation, or willingness to purchase products offered by influencers (Aluri, Slevitch, and Larzelere 2016; Alalwan 2018) Validity and Reliability of the Study The summary in Table analyzes the alpha coefficients, the compositive reliability factor loading, and the convergent validity, where all the data meet the criterion of 70 (Hair et al 2021; Henseler, Ringle, and Sarstedt 2015; Henseler, Ringle, and Sinkovics 2009) Similarly, the average variance extracted (AVE) analysis reflects values above 50 We conclude that the latent variables explain more than half of the variance on their indicators (Hair et al 2021) Finally, the discriminant validity data used in HTMT analysis reflected in Table 2, leading to the conclusion that there are no problems between variables that could have the same meaning by reflecting lower values according to the criterion of 85, where this first part reflects that the study shows high validity and reliability for presenting results (Henseler, Ringle, and Sarstedt 2015; Hair et al 2021) Structural Model Analysis Before estimating results, we performed a collinearity analysis using the variance inflation factor (VIF) The results indicated that the VIF values for all constructs were between 1.0 and 3.6 They could conclude that the structural model would be a good fit for estimating results No inflation values higher than 5.0 and a tolerance level lower than 2.0 were observed (Hair et al 2021) Similarly, Figure of the research model shows the variance explained for the endogenous constructs The data reflect higher values of R2 > 50 for most variables (Hair et al 2021) They were observing reflected with a high mean variance, only two Table Discriminant validity PSR Purchase intention UGC TikTok use PSR Purchase Intention UGC 0.890 0.868 0.744 0.776 0.683 0.819 Tik Tok Use Figure Research results UGC =.58 TikTok Use multidimensional variables: R2 ¼ 47 (self-expression) and R2 ¼ 49 (affective factor) Finally, these results were contrasted with the blindfolding analysis, Q2 (blindfolding) Where the criterion to validate the cross-predictive relevance validated the reflected data: R2 : They concluded that the research model maintains a high predictive power (Hair et al 2021) The next step is to calculate the size of the predictive significance f where values of 0.35, 0.15, and 0.02 show large, medium, and a small effects on the sample All the data for f were more significant than 35, reflecting that each observed variable has a large effect between the exogenous construct and its corresponding endogenous construct (Hair et al 2021) In the end, the correlation data and the significance scores for the proposed hypothesis soon to be discussed allow us to support nomological validity The results are consistent with the theoretical direction as well as the sample size and the significance of the correlations (Hair, Howard, and Nitzl 2020; Adcock and Collier 2001) Analyzing the alpha coefficients, compositive reliability, factor loading, AVE values, and HTMT data and establishing the nomological validity and predictive validity lead to conclude that the data to be analyzed for the proposed research model are also confirmatory This is congruent with the criteria of confirmatory composite analysis (CCA; Hair, Howard, and Nitzl 2020) Results Hypothesis Test The analysis of whether the psychological pleasure produced by the use of TikTok gratifies in Generation Z UGC actions through the dimensions of self-expression (H1 (b ¼ 0.68; p < 01; t ¼ 25.176; t > 1.960) and social interaction (H2 b ¼ 0.77; p < 01; t ¼ 35.006; t > 1.960) finds that both hypotheses are supported We then analyzed whether self-expression and social interaction are dimensions that explain UGC as a second-order variable within the structural model The hierarchical component models (HCM) method was used to analyze these two dimensions The HCM analysis within the structural model allows for a reduction in the number of relationships, providing a detailed understanding of how each dimension acts for the first-order variable =0.78;t=37.939 PSI =.62 =0.74;t=31.920 Purchase Intention =.55 JOURNAL OF INTERACTIVE ADVERTISING (Hair et al 2018) The repeated indicator approach proposed by Ringle, Sarstedt, and Straub (2012) was used to analyze each dimension, where the level of importance is analyzed through significance levels according to Boostraping procedure (Ringle, Sarstedt, and Straub 2012; Hair et al 2018) H3 was supported: UGC is a multidimensional construct that is explained first by social interaction (b ¼ 0.49; p < 01; t ¼ 52.247; t > 1.960) followed by self-expression (b ¼ 0.54; p < 01; t ¼ 52.247; t > 1.960) The results of H4 support the hypothesis by reflecting that UGC by Generation Z in TikTok users significantly activates PSR across its dimensions of (H4a Þ cognitive response (b ¼ 0.70; p < 01; t ¼ 26.016; t > 1.960); ðH4b ) affective response (b ¼ 0.70; p < 0.01; t ¼ 25.084; t > 1.960); and (H4c ) behavioral response (b ¼ 0.75; p < 01; t ¼ 32.884; t > 1.960) ðH4b ) affective response (b ¼ 0.70; p < 0.01; t ¼ 25.084; t > 1.960); and (H4c ) behavioral response (b ¼ 0.75; p < 01; t ¼ 32.884; t > 1.960) Then H5 analyzed each PSR dimension as a first-order variable to observe theoretically whether any of the three types of responses are activated Where the HCM results support the hypothesis, the cognitive response first explains PSR (H5a : b ¼ 0.35; p < 01; t ¼ 41.046; t > 1.960), followed by the affective response (H4b : b ¼ 0.38; p < 01; t ¼ 39.156; t > 1.960) and finally the behavioral response (H5c : b ¼ 0.35; p < 01; t ¼ 35.102; t > 1.960) The data reflect that TikTok activates the types of PSR responses in Generation Z users In the end, the mediation analysis was run between UGC ! PSR ! purchase intention To analyze the mediation, the Boostraping procedure was run to test for indirect effects The data reveal significant direct effect between UGC ! PSR (b ¼ 0.78; p < 01; t ¼ 38.183; t > 1.960) The indirect effect of UGC ! PSR ! purchase intention is also significant (b ¼ 0.58; p < 01; t ¼ 21.228; t > 1.960) Leading to support H6 to reflect a partial mediation between UGC ! PSR ! purchase intention (see Figure and Table 3) Discussion This quantitative study analyzed how the passive use of TikTok in Generation Z users gratifies hedonic needs and how utilitarian motives trigger active use through UGC as self-expression and social interaction Second, it examined whether UGC gratifies utilitarian needs and explains PSR through affective, cognitive, and behavioral factors Third, the study examined whether PSR is a mediating force to the purchase intention of Generation Z users Finally, the explanatory power of each dimensional variable of UGC and PSR was analyzed This research offers novel results on how these variables activate forms of behavior in SNSs As generational groups grow through marketing, this research can be applied to understanding how the actions that trigger purchase intent have changed The results of the Generation Z study offer valuable insights into how psychological mechanisms trigger behavioral actions, making SNSs an essential part of Generation Z’s life, where individual selfexpression and social interaction enable the establishment of interpersonal relationships (Singh and Self-Expression =0.44 Tik Tok Use 121 Cognitive =0.50 UGC =1.000 =0.70;t=25.084 Affective =0.38;t=39.156 =0.45 PSI =0.78; t=38.183 =1.000 Purchase Intention =0.55 Social Interaction =0.54 Behavioral =0.55 Figure Research results with dimensional variable analyses Table Mediation results Mediation UGC! PSR! purchase intention Direct Effect 0.780 Indirect Effect 0.588 SD 0.028 t 21.228 95% Confidence interval 0.582; 0.637 Results Partial mediation 122 J A FLECHA-ORTIZ ET AL Dangmei 2016) Once linked with media personalities, PSR explains how behavior is triggered, which is explained through purchase intent The results support previous SNS studies in which they establish that passive use triggers active use in users (Verduyn et al 2020; Dienlin and Johannes 2020; Verduyn et al 2017) Active use is explained by the need to satisfy needs for self-expression and social interaction (Omar and Dequan 2020; Harrigan et al 2021) Self-expression and social interaction explain UGC, which is motivated to establish visibility and links with other users in SNSs (Bucknell-Bossen and Kottasz 2020; Cho, Bonn, and Han 2018) This need to create links with others was conducive to stronger linkage with influencers and supporting differently in how UGC directly affects PSR (de Berail, Guillon, and Bungener 2019) Previous studies establish that PSR is a mediating variable to purchase intention (Zogaj, Tscheulin, and Olk 2021; Masuda, Han, and Lee 2022; Kim and Kim 2021) However, the results reflected partial mediation They concluded that PSR may mediate purchase intentions but will have direct effects through UGC In the end, the results of the proposed research model reflected that the use of TikTok significantly impacted UGC (t ¼ 36.704) Moreover, in turn, UGC reflected a partial mediation (t ¼ 21.228) toward purchase intention In addition, the analysis performed on the research model through the confirmatory composite analysis allowed concluding that the study results are also confirmatory This leads to the conclusion that the proposed research model is robust, which brings scientific value to the theoretical and practical implications to be discussed Theoretical Implications Social media marketing and members of Generation Z reflect entirely different behavior than other generational groups Generation Z stands out for giving greater importance to reference groups to decide The results reflect that what others say influences Generation Z members’ purchase intentions Consistent with seminal U&G work in SNSs (Sundar and Limperos 2013), the study contributes by identifying that hedonic gratification through passive TikTok use gratifies modality-based gratifications Passive use of TikTok as entertainment and relaxation activates a psychological pleasure where users experience novel content, realism, sympathy, and a sense of being present in a community Sundar and Limperos (2013) detail that modality-based gratifications appeal to different aspects of the human perceptual system through exposure to content Then, once the hedonic need is satisfied, the sense of belonging to a community will activate utilitarian gratification, triggering UGC as self-expression and social interaction This is to explain UGC by agencybased gratifications Theoretically, Sundar and Limperos (2013) detail that this type of gratification explains how UGC occurs The UGC can alter the sender–receiver equation, supported by factors from perceptual psychology This result adds to the seminal work of Gibson (1986, 2015) from the SNS perspective Through perceptual psychology factors, TikTok actuates that Generation Z uses the notion of affordance through more pleasurable visual stimulus TikTok, through UGC, suggests new ways to interact and act The gratification of these self-expression and social interaction needs will be satisfied by receiving “likes,” comments, and so on These results expand differently from what was identified by Turner (2015) and Zuo and Wang (2019), where UGC, through the use of TikTok, becomes a distinctive way of satisfying one’s psychological needs for self-expression and social interaction This result implies a social and psychological change in this generational group Since the new ways of communicating added to the technological dependence of this generational group, SNSs have become an essential part of developing interpersonal relationships (Singh and Dangmei 2016; Cho, Bonn, and Han (2018) The satisfaction of needs for self-expression and social interaction reflects that TikTok facilitates rapid bonding with influencers The theoretical postulate of PSR by Hartmann, Schramm, and Klimmt (2004) states that cognitive, affective, and behavioral processes can occur separately, where the behavioral factor is the rarest to identify The results reflect a significant new contribution to the PSR theory within the SNSs The data reflect that PSR through TikTok does not occur separately On the contrary, all three factors act in a systematic process, which supports the new definition of PSR proposed by Kim (2020) The systematic PSR process occurs when the user connects with the influencer to feel that they are similar and begins to bond, thus having a cognitive PSR response It triggered the factors of sympathy and contagion of emotions, where an affective PSR will be triggered Once the affective PSR is triggered, it will mobilize the user to a behavioral PSR And it is through UGC that a user will imitate videos and challenges and review products Thus, PSRs in SNSs like TikTok have evolved by manifesting a unilateral and imaginary relationship, achieving the linkage more tangibly and reciprocally (Kim 2020) JOURNAL OF INTERACTIVE ADVERTISING This systematic process is supported through U&G and agency-based gratifications Because other factors act within this type of gratification, the behavioral factor activates bandwagon gratifications This type of gratification is derived from the information ecosystem and the opinions of others (Sundar 2000) Therefore, when the interactivity between the user and influencer is activated, it triggers the desire for fame—moving the user to UGC imitating challenges, dances, and so on, to satisfy a need for belonging and social benefit Therefore, the interactivity-based gratifications will be triggered once the need is satisfied This data are relevant because, theoretically, Sundar and Limperos (2013) detail UGC and interactivity to explain how a user’s response is triggered This is how the data reflected that user response through PSR medium is a response to purchase intent—supporting the findings of Yang and Ha (2021), where the products offered by influencers link socialization and PSR factors U&G thus can explain a sequence of need satisfaction, which will lead to the final behavior, which is purchase intention Implications of Marketing Practice Marketers should know how Generation Z makes decisions Most notably, reference groups drive these decisions Thus, influencers will continue to be a trend in creating effective advertising With new, more interactive SNSs, rapid engagement with influencers is becoming more common Companies should consider that using influencers on interactive platforms benefits branded UGC and thus increases the reach of marketing efforts Understanding consumer behavior in the SNS ecosystem enables a foundation for future strategies related to marketing to upcoming generational groups, such as Alpha Therefore, the marketing approach to new generational groups should be focused on interaction and authenticity—promoting consumers’ experiences rather than products to trigger purchase intent When the interactivity between the user and the influencer is activated on TikTok, the user is encouraged to create content (UGC) by imitating challenges, dances, performances, and so on, to satisfy a need for interaction Therefore, the #challenges strategies powerfully trigger UGC, which benefits authenticity and easy engagement with the SNS audience Similarly, marketers, to drive purchase intent, should have more nano-influencers and micro-influencers Using nano- and micro-influencers allows for ease of connection and interaction with the audience Finally, marketing actions through influencers must comply 123 with maintaining visibility and brand image through active interaction to trigger purchase intent Limitations and Future Research A limitation of this study is that it did not consider the analysis of use over time of use Future studies that compare exposure time may provide valuable information for analyzing the intensity of PSR bonding Another limitation was that the study did not consider other dimensions of entertainment, spending time, knowledge, and career advancement in UGC Analyzing this group of variables may provide additional information on how the active user of SNSs behaves Similarly, future research comparing other generational groups through TikTok may identify similar patterns This is interesting because each SNS has characteristic features and shared values in the user community Other studies, such as the analysis of endo-group bias, may provide valuable information on how users trigger PSR In the end, Generation Z and the new SNSs are transforming various forms of behavior TikTok has emerged as a platform of choice among younger groups Motivations to use TikTok and ways of responding to marketing tactics require further research Thus, this study advances how specific generational groups trigger behaviors through SNS platforms It is crucial to establish that each generational group differs in its preferences and behaviors (Williams and Page 2011) For example, PSRs in Baby Boomers are influenced by content (Zhong, Shapoval, and Busser 2021), PSRs in Generation X are influenced by perceived interactivity (Zhong 2015), and in the Millennial Generation PSRs are influenced by duration of exposure to content plus credibility (Burnasheva and Suh 2022) All of these studies found positive effects on positive attitudes towards brands and purchase intent Therefore, expectations, experiences, and particular characteristics of each generation and their attitude to influencers will require a combination of strategies, and more research should be done on the study of behavioral 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