Chloe Matthew, David Ngomirakiza, Aaron Koopman, Tshegofatso Monkge
Abstract
The evolution of technology and communication has led to the rise in the usage of mobile devices, which provide individuals with access to the internet and various social networking applications. Originating from China in 2016, the TikTok application allows for the creation and sharing of short videos that attract viewers through various filters and background music. The exponential growth and popularity of the application amongst young adults, warrants continued research from various viewpoints to contribute to a deeper understanding of the re-usage of the application. The study examined the relationship between five (5) independent variables and re-usage intentions as the dependent variable, through the mediating role of satisfaction. Quantitative data were collected from 341 students, which was thereafter analysed using SPSS27, with structural equation modelling (SEM) being used to test the stated hypotheses. The results obtained supported eight out of the eleven hypothesis statements. In addition, there was evidence to suggest that satisfaction fully mediates the relationship between perceived ease of use, perceived usefulness, social interaction and re-usage intentions. This study contributes to the existing literature on digital and social media marketing and can benefit both social media application developers and marketing practitioners.