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Augmenting TikTok shop adoption: The mediating role of KOCs in live streaming, video content, and AI recommendations
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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 regards to their engagement in entertainment and self-publishing of videos.
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