The Uses and Gratifications of TikTok among the Gen Z in Kota Kinabalu, Sabah

Abstract

This study investigates Generation Z's interaction with TikTok in Kota Kinabalu, Malaysia. Employing the uses and gratification framework, this study analyses user motivations, usage patterns, and satisfaction. A quantitative approach using surveys and demographic data collected (N=313) reveals a diverse sample with balanced male and female representation and ethnic backgrounds. The findings demonstrate that TikTok is evolving into a participatory platform, with users dedicating significant time to engaging with personal interests. User motivations for TikTok use are driven by a combination of cognitive, affective, escapist, and social needs, ultimately fulfilling a desire for gratification. These insights offer valuable strategies for content creators, marketers, educators, and policymakers to enhance their engagement with Generation Z on TikTok. The study highlights the platform's potential for entertainment, education, and fostering online communities. Additionally, it contributes to a deeper understanding of TikTok's role in contemporary digital culture and its impact on youth engagement in Malaysia and beyond.