Motivations behind TikTok content creation among Gen Z expatriates

Abstract

This study investigates the motivations behind TikTok content creation among Vietnamese Gen Z expatriates by exploring the interplay of the social comparison theory and the Uses and Gratifications Theory in shaping their engagement with the platform. Through qualitative interviews, we uncover the dual role of TikTok in their lives: a tool for fostering social connection and personal expression and a platform for social comparison and validation. These findings illuminate the complex interplay between digital media use and the experience of digital migration, highlighting how Gen Z expatriates navigate transnational identities and seek belonging in an increasingly interconnected world. The study contributes to the ongoing discourse on digitalization and expatriation, emphasizing the multifaceted role of social media in shaping the experiences of young migrants in the digital age.