STUDY ON THE PERCEIVED POPULARITY OF TIKTOK

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STUDY ON THE PERCEIVED POPULARITY OF TIKTOK ( study-onperceived-popularity-tiktok )

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39 a. Dependent Variable: Perceived popularity of Tik Tok. From Table 4.2.1- Table 4.2.4, a standard multiple regression was performed between perceived popularity of Tik Tok as the dependent variable and product positioning, content variety and uniqueness as independent variables. The multiple correlation coefficient (R=.70) was significantly different from zero, F (3,221)=71.78,p<.05, and 49% of the variation in the independent variable was explained by the set of independent variables (R2=.494, Adjusted R2=.487). Both product positioning (B=.323,t=3.020, p .05) and content variety (B=.557,t=3.057,p .05)were found to significantly and uniquely contribute to the prediction of perceived popularity of Tik Tok. Uniqueness(B=-.045,t=-.225,p >.05)was found not to provide any significant unique contribution. The equation of prediction produced by this analysis describes the relationship between the variables to be: Perceived popularity of Tik Tok=.495×Product Positioning +.557×Content Variety+ -.045×Uniqueness +6.235.

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