Applying Uses and Gratifications Theory to TikTok: A systematic literature review of users‘ motivations

Krstić, Jelena and Domazet, Ivana (2025) Applying Uses and Gratifications Theory to TikTok: A systematic literature review of users‘ motivations. Marketing, 56 (4). pp. 265-277. ISSN 2334-8364

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Abstract

This paper provides a systematic review of the existing literature that utilizes Uses and Gratifications Theory (UGT) to explain users‘ motivations for using the TikTok platform. The aim of the paper is to identify and classify the main motives that drive user engagement on this social network, as well as to provide an insight into the research trends, geographical distribution of studies on this topic and the methodological approaches that have been applied in the relevant literature. An analysis of selected scientific papers led to the identification of ten dominant clusters of user gratifications: cognitive, affective, social/relationship, self-expression/self-identity, relaxation, recognition and fame, escapism, hedonistic, trendiness/novelty and agency and interactivity. This overview contributes to a deeper understanding of user behavior on TikTok and provides a basis for future research in this area. Finally, the paper points out the gaps in the existing literature and suggests guidelines for future theoretical and empirical research.

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