TikTok I.P.

Address Disclosure
And Social Media Engagement
Research
Kai Xuan, Wenxin Tong, Ye Tian, Yiyang Han, Yizhuo Yan

 Background & Rational of

Research Question

Content
Articulate Research Question
Survey Demographic
Statistical Result, Figure Analysis
Conclusion & Discussion
Background & Rationale
Research Question
Whether the I.P address disclosure would improve
User's engagement on TikTok?

IVs: DVs:
credibility user social media engagement
privacy concern
self-exposure
Credibility
The attitude toward a source of communication held at a given
time by a receiver (McCroskey, 1997).

Believability, accuracy, and fairness

Twitter is percieved less credible than Facebook in the sense that

the author's identity that indicates authority is not salient (Metzger
et al., 2003).

Hypothesis 1: The I.P. address disclosure will predict more user

engagement.
Privacy Concerns
Privacy concerns are worries about revealing one’s personal
information without permission to other parties (Dinev &
Hart, 2006).

The Venmo study has shown that higher concerns regarding

information disclosure will lead to lower user engagement.

Hypothesis 2: privacy concerns regarding I.P. address

disclosure will decrease user engagement.

Self-exposure
"the act of revealing personal information to others” (Jourard, 1971).

Intentional

People with self-disclosure characteristics are most comfortable

sharing information with either a stranger or a trusted person
(Pearce & Sharp, 1973).

Hypothesis 3: The I.P. address disclosure will positively increase

user engagement

Demographics AGE

21-25
Outlier: 18, 50

Gender

Woman: 34
Man: 19
Non-binary: 1

Ethnicity

Asian: 50
Black: 1
Caucasian: 2
 Statistical Result,
Figure Analysis
IV:
Privacy concern (Question 6)
Self Exposure (Question 7 & 8)
Credibility (Question 9 & 10)

DV:
Social Media Engagement Rate
Privacy Concerns
Self-exposure
Engagement
Linear regression
 Conclusion & Discussion

TikTok platform forcibly exposing users' IP addresses

will reduce social media engagement
 IP Address

Privacy concern Self Exposure Credibility

correlation of correlation of
-0.387 p-value of 0.015
with a p-value of 0.529 with a p-value of
0.095 <0.001

TikTok Social Media Plateform

Engagement
 Evaluation
Confounding Variable

Plateform Country
COVID-19
character Background

Future Research Direction

Personal
Information

Social Media Plateform

Engagement Creditability
Thank You
12/08/2022