Abstract:

The purpose of the paper is to present what type of content on TikTok is most likely viewed by young users, epecially one’s belonging to generation Z. To achieve the aim of the article, the study was performed in the form of an survey technique supported by an online questionnaire, which was created in the Microsoft Forms, on a sample of 149 individuals who had characteristics of generation Z representatives and TikTok application users. The conducted research presents that consumers of the TikTok platform significantly prefer viewing content on the homepage of the application. That was the preferred choice for all, regardless of age, education or place of residence. The research can be useful for companies and TikTok creators to learn that it is usually the algorithm that decides what content a user will see, as they primarily choose the "for you" option, so it is worth preparing interesting and well keyworded content. This study has limitations such as non-random choice of sample, limited sample size of respondents based in Poland, which makes it impossible to generalize the collected results. Future research may consider the determinants impacting users' choice of the particular content viewed on TikTok, and focus on representatives of other generations.