The impact of e-service quality and e-satisfaction on users’ loyalty to TikTok in Russia and China
Chen L. Sokolovskiy K. Zhang M. Kolosova O.
2024Routledge
Journal of Marketing Communications
2024#30Issue 6702 - 716 pp.
The modern academic world can hardly boast of substantial research on how people become loyal to businesses thanks to TikTok. The current research seeks to add some knowledge to the field by exploring the impact that TikTok services’ quality and satisfaction from using it have on Russian and Chinese users’ loyalty to opinion leaders in this social network. The analysis of research data collected from the survey of 400 TikTok users was done by means of the partial least squares structural equation modeling method. This allowed obtaining results that confirmed that e-service quality significantly and positively affects users’ e-satisfaction and loyalty to opinion leaders. E-satisfaction was found to affect loyalty and mediate the relationship between loyalty and e-service quality significantly and positively. This study provides a number of practical recommendations for brands and businesses interested in promoting their products or services through TikTok.
Application , company , customer , marketing , video
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Department of Economics, Sejong University, Seoul, South Korea
Department of General Subjects, Humanitarian and Technical Academy, Kokshetau, Kazakhstan
Department of Marketing, State University of Management, Moscow, Russian Federation
Department of Economics
Department of General Subjects
Department of Marketing
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