Unravelling the role of circling and hierarchizing social capital in TikTok

Purpose This research aims to extend the understanding of social capital in the context of short video-based content sharing in interest groups (IGs) in TikTok. First, we propose an integrated framework of social capital by considering the social capital at the horizontal level (i.e. circling social capital) and at the vertical level (i.e. hierarchizing social capital). Second, we examine the different effects of circling and hierarchizing social capital on TikTok users’ information behaviors and product purchase intentions. Design/methodology/approach In total, 525 valid responses from users of specific IGs on TikTok were collected via an online survey. Partial least squares-structural equation modeling (PLS-SEM) was employed to analyze the survey data. Findings The results show that circling social capital positively affects information acquisition and sharing, while the main effects of hierarchizing social capital on both information acquisition and sharing are insignificant. The interaction effect analysis suggests that circling social capital can either weakens the negative effect of hierarchizing social capital on information acquisition or strengthens the positive effect of hierarchizing social capital on information sharing. Further, both information acquisition and sharing can positively affect purchase intention. Originality/value This research distinguishes information behavior from purchasing behavior and sheds light on the connections between these behaviors in the research context of TikTok. Further, this study extends the traditional social capital theory by considering both horizontal social capital (i.e. circling social capital) and vertical social capital (i.e. hierarchizing social capital), and explores their differential and interaction effects on information behaviors.