• The Journal of the Korea Contents Association
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• v.21 no.2
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• pp.507-519
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• 2021

This paper attempts to explore advertising factors that affect TikTok advertising effectiveness by identifying motivations to use a short-form video social media platform, TikTok and further looking at perceptions of and attitudes toward TikTok advertising. The results of in-depth interviews with 20s-30s TikTok users suggest that users are motivated to use TikTok for information and fun. Further, TikTok is characterized as a short-form video, rich contents, and a novel format. Regarding TikTok advertising, the results reveal that usefulness, enjoyment, easiness of advertising skip, sense of closeness, and interaction are significant factors of TikTok advertising. Finally, it is suggested that users respond to the advertising by clicking 'like', writing comments, sharing, clicking 'purchase link'/advertiser's website, and creating user-created contents and so on. These findings theoretically contribute to the literature on social media advertising, and practically offer strategic guidelines for TikTok advertising.

• The Journal of the Convergence on Culture Technology
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• v.6 no.2
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• pp.107-115
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• 2020

This study verified the motivation to use Tiktok for Chinese teenagers. This paper investigated the influence of adolescents'use motivation on use satisfaction and continuous use intention. In addition, this study was to grasp the relationship between use motivation and sustained use intention as a mediating effect of use satisfaction. The survey was conducted online and offline, 315 adolescents were selected for analysis. For the data, factor analysis, multiple regression analysis, and effect analysis of parameters were conducted using the SPSS 25 program. As a result of the study, information/entertainment pursuit, communication, and self-expression were derived as motivation for use. Among these motivations, information/enterprise pursuit and communication were found to have a significant effect on use satisfaction and continued use intention. In addition, it was confirmed that use satisfaction has a mediating effect on intention to use continuously. But it is found that the self-expression factor handled as reuse intention have no significant influence on the use satisfaction and continuous use intention of Tiktok.

• Trans-
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• v.15
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• pp.57-79
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• 2023

This study aims to explore the strategies and effects of SNS images used by four popular male beauty influencers to gain identification with their female fans. The research selected four male beauty influencers, namely Li Jiaqi, Jeffree Star, James Charles, and Bretman Rock, with a high number of subscribers on Instagram, YouTube, and TikTok as of July 21, 2023. By observing the content they posted on SNS, the study analyzed the types, characteristics, and relevance of male beauty influencer images with their female fans using Lacan's gaze theory. Additionally, concepts related to gaze, such as the mirror stage, the screen, and objet petit a, were supplemented to conduct an in-depth analysis of the characteristics of male beauty influencer images and the motivations of female viewers. The study results suggest that male beauty influencers can maintain an intimate relationship, referred to as 'girl-friendship,' with their female fans through the identification formed by the homogeneity within the feminized mirror images. Furthermore, male beauty influencers can transform female viewers from being seen as objects to seeing them as subjects by presenting images that embrace diversity in gender identity, challenging the traditional notions of societal gender norms. Therefore, the images of male beauty influencers not only challenge gender stereotypes but also cater to the demands for independence and equality of modern young women, promote understanding of feminine gaze, and explore the potential for democratization and inclusivity on social media platforms from a new perspective.