Open Access
Research Article·pp. 2175–2194·Vol. 46, Issue 7Oct 2025
Exploring key factors influencing generation Z’s intentions to use TikTok : A cross-country comparative study by grey relational analysis
Lynne Lee, Huei-Sheng Tu, Thien My Nguyen
Published Online: 15 Sep 2025DOI: 10.47974/JIOS-1948
In this paper: TikTok has emerged as the fastest-growing social media among Generation Z. Despite its widespread popularity, TikTok remains empirically understudied, with most research to date focusing on China. As...
