Augmenting TikTok shop adoption: The mediating role of Key Opinion Consumers (KOCs) in live streaming, video content, and Artificial Intelligence (AI) recommendations
There is a growing trend of social media networks transitioning into channels primarily focused on providing entertainment content. This research used the Uses and Gratifications (U&G) theory to examine the manner in which individuals transition from other platforms to TikTok with regard to thei...
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| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE
2024-05-01
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| Series: | Ho Chi Minh City Open University Journal of Science - Economics and Business Administration |
| Subjects: | |
| Online Access: | https://journalofscience.ou.edu.vn/index.php/econ-en/article/view/2939 |
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