Main managerial and theoretical implications
| Results | Managerial and theoretical implications |
|---|---|
| COVID-19 anxiety and loneliness are important determinants of cyberaddiction | –Advertising campaigns broadcast on TikTok should be comforting and relaxing rather than stressful |
| Cyberaddiction to TikTok leads to a more favorable attitude toward it, toward the brand and increases favorable intention to buy those same brands | –Managers should limit commercial solicitations on TikTok in times of crisis, especially among younger consumers, who are particularly vulnerable |
| FOMO slows down the effects of cyberaddiction on attitude toward TikTok | –This study is one of the few that highlights the influence of FOMO on cyberaddiction to social networks |
| Cyberaddiction plays a mediating role between its psychological determinants and attitude toward TikTok | –Escape theory and attachment theory were adapted in this study to understand the pivotal role of cyberaddiction on the relationship between psychological disorders and users’ reactions |
| Results | Managerial and theoretical implications |
|---|---|
| COVID-19 anxiety and loneliness are important determinants of cyberaddiction | –Advertising campaigns broadcast on TikTok should be comforting and relaxing rather than stressful |
| Cyberaddiction to TikTok leads to a more favorable attitude toward it, toward the brand and increases favorable intention to buy those same brands | –Managers should limit commercial solicitations on TikTok in times of crisis, especially among younger consumers, who are particularly vulnerable |
| FOMO slows down the effects of cyberaddiction on attitude toward TikTok | –This study is one of the few that highlights the influence of FOMO on cyberaddiction to social networks |
| Cyberaddiction plays a mediating role between its psychological determinants and attitude toward TikTok | –Escape theory and attachment theory were adapted in this study to understand the pivotal role of cyberaddiction on the relationship between psychological disorders and users’ reactions |
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