The Impact of Perceived Usefulness and Electronic Word of Mouth on the Behavioral Intension to Adopt Tiktok App Through the Moderating Role of Personality Traits

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Published Sep 1, 2024
https://doi.org/10.61506/02.00331
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Vol. 10 No. 3 (2024): Journal of Policy Research

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Rana Muhammad Shahid Yaqub
Department of Marketing and International Business, Institute of Business Management & Administrative Sciences, The Islamia University of Bahawalpur, Pakistan
Fawad Ahmad
Postgraduate Research Scholar, Department of Marketing and International Business, Institute of Business Management & Administrative Sciences, The Islamia University of Bahawalpur, Pakistan
Sumbal Asghar
Postgraduate Research Scholar, The Islamia University of Bahawalpur, Pakistan
Muhammad Hamza Qureshi
Postgraduate Research Scholar, The Islamia University of Bahawalpur, Pakistan

Abstract

The global popularity of TikTok App has received significant interest from both users and marketing professionals. This research investigates the impact of perceived usefulness and electronic word of mouth (E-WOM) on users' behavioral intentions to use the TikTok App application. Additionally, the study examines the moderating effect of personality traits on this relationship. In conducting quantitative research, participants were selected from active social media users. The findings reveal that perceived usefulness and E-WOM are key antecedents influencing the intention to use TikTok. However, the strength of these relationships is moderated by certain personality traits, such as extraversion and openness. This study highlights the importance of segmenting individuals based on personality traits for targeted marketing strategies. Structural equation modelling was employed to analyze data from 300 social media users in South Punjab.

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How to Cite
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Yaqub, R.M.S. , Ahmad, F. , Asghar, S. and Qureshi, M.H. 2024. The Impact of Perceived Usefulness and Electronic Word of Mouth on the Behavioral Intension to Adopt Tiktok App Through the Moderating Role of Personality Traits. Journal of Policy Research. 10, 3 (Sep. 2024), 148–159. DOI:https://doi.org/10.61506/02.00331.
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