Ethical responsibility: the user’s perspective on TikTok

The goal of the study is to explore how social media users think in moral and ethical terms about their online participation when they talk about TikTok. Relatively little research has focused on moral and ethical reasoning in the use of social media and no study to date has provided the opportunity to voice a user’s own experience with moral issues as they perceive them through their use of TikTok. A thematic analysis of 40 in-depth interviews is applied to explore how young users define the ‘good’ and what significance they attribute to moral principles.