Business Review

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This study investigates the factors affecting adoption of TikTok among the students in Dhaka city area. A structured survey questionnaire was developed through the survey tool, Google form and data were obtained from 529 respondents living in various locations of Dhaka city by an online survey method through using the social media platform, Facebook. Moreover, the multiple regression analysis was performed to test the research hypotheses. Results show that students perceive this app in a different way and do not consider this app as a great source of enjoyment. Moreover, they do not perceive this app as a decent media of social interaction and informative mirroring the society. Surprisingly, the predictor user generated content is also found as insignificant in the adoption of TikTok by students. This study used a modified TAM model by extending the model with sense of community and user generated content constructs and provided guidelines for marketers to improve their marketing strategies. Finally, the limitations along with future research avenues have been discussed.


Adoption, Social Media, TikTok



Journal of Economic Literature Subject Codes


Creative Commons License

Creative Commons Attribution 4.0 International License
This work is licensed under a Creative Commons Attribution 4.0 International License.

Published Online

December 14, 2023

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Marketing Commons



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