Abstract

The emergence of social media platforms such as TikTok has profoundly changed people's lives. The purpose of this study is to conceptually explore the relationship between the preferences of social media users, focusing on TikTok as a representative platform, and their moral behavior to reveal the potential impact of social media on individual morality. This paper adopts a conceptual research approach, based on a literature review integrating Uses and Gratifications Theory (UGT) and Social Cognitive Theory (SCT), to elucidate the relationship between TikTok users’ preferences and moral behavior. TikTok users' preferences have a significant effect on their moral behavior under the combined effect of personal usage motivation, platform algorithm recommendation, and social and cultural context. This study develops a conceptual framework regarding the relationship between TikTok users' preferences and their moral behavior. A research agenda is proposed through the construction of key propositions, providing directions for future empirical research. Studies on the relationship between social media and morality are limited. In particular, studies on users' preferences on social media and their moral behavior remain underdeveloped. Focusing on TikTok, a rapidly growing platform, this study provides new perspectives for understanding the relationship between social media and users’ moral behavior and is of great theoretical and practical value for promoting the healthy development of social media and individual moral enhancement.  It also aims to guide policymakers to disseminate correct values, improve people's morality, and avoid immoral social behavior through social media.