Identity comfort as the primary driver of TikTok acceptance small business owners

Indra Novianto Adibayu Pamungkas, Dini Salmiyah Fitrah Ali, I Kadek Arya Dananjaya

Abstract


This study investigated how Tiktok adoption functions as a process of self-concept among small-business owners. This research focused on communication identity as the elementary stage, suggesting that social media usage does not constitute a full digital transformation; rather, it is the integration of digital platforms into small-business owners’ identities. This research constructed the Communication Theory of Identity (CTI) and the Technology Acceptance Model (TAM) to explain the subjective internalization of objective technological functions. This research applied a qualitative approach with NVivo 12 Pro analysis of 11 small-business owners in Bali. The study determined a new phrasing, “Socio-Technical Syncretizes," to show small-business owners who harmonize personal values with platform affordances. Findings revealed that “identity comfort” was a more significant driver of perceived usefulness than technical ease of use. By establishing identity alignment as a critical antecedent to technology acceptance, this research offered a novel theoretical synthesis that explained why some practitioners achieve digital sustainability while others resist. These results suggested that genuine digital inclusion required support systems that address the psychological and identity-based dimensions of technology, far from beyond simply technical training.


Keywords


Communication Theory of Identity; Technology Acceptance Model; MSMEs; TikTok; Socio-Technical Syncretism; Identity Comfort

Full Text:

PDF

References


Alberti, G., Grewal, D., & Stephen, A. T. (2023). Relational identity and consumer trust in digital marketplaces. Journal of Interactive Marketing, 58(2), 112–129.

Annur, C. M. (2022). This is a Comparison of Digital Adoption Rates of MSMEs in Indonesia. Katadata.Co.Id. https://databoks.katadata.co.id/en/technology-telecommunications/statistics/ff8cd57ba6411cb/this-is-a-comparison-of-digital-adoption-rates-of-msmes-in-indonesia

Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2020). The future of social media in marketing. Journal of the Academy of Marketing Science, 48(1), 79–95.

Aris, M. B., & Nakamura, T. (2026). Digital syncretism: Merging technical mastery and social agility in the creator economy. Stanford University Press.

Aydin, G. (2021). Social media adoption by SMEs: A systematic review and a research agenda. Journal of Small Business Management, 59(sup1), S151–S188.

Baker, E. B. A., Alfayez, A., Dalton, C., & Khajeloo, M. (2015). The irrevocable alteration of communication: A glimpse into the societal impact of digital media BT - Handbook of Research on the Societal Impact of Digital Media.

Bazeley, P. ;, & Jackson, K. (2013). Qualitative Data Analysis With NVIVO (1st ed.). Sage Publications.

Brooks, H. E. (2025). Navigating ephemeral communities: The role of trust and flexibility in short-form video platforms. Journal of Computer-Mediated Communication, 30(2), 145–162.

Brown, A., & Lee, H. (2022). Digital networking and communal identity: Strategic communication in small-scale enterprises. Academic Press.

Bultseva, M. A., Vasilyeva, E. D., & Trifonova, A. V. (2025). Adaptation and validation of the Identity Gap Scale in Communication by M.L. Hecht and E. Jung. Social Psychology and Society.

Canning, E. A., Murphy, M. C., Emerson, K. T., Chatman, J. A., Dweck, C. S., & Kray, L. J. (2020). Cultures of genius at work: Organizational mindsets predict cultural norms, trust, and unethical behavior. Personality and Social Psychology Bulletin, 46(4), 626–641.

Chen, L., Wang, Y., & Zhang, R. (2023). Psychological resilience and technology adoption: A study of small business owners in the post-pandemic era. Journal of Business Research, 156, 113–125.

Chung, S., & Kim, J. (2022). The role of authenticity in social media entrepreneurship: A relational identity perspective. International Journal of Hospitality Management, 102, 103165.

Daffah, M. I., Kusumawati, A., & Wiyat, W. (2024). Unlocking emotional engagement : How tiktok live streaming transforms customer-brand relationships in the digital era. 10(2), 327–339.

Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 319–340.

Davis, F. D., & Sun, Y. (2025). The evolution of perceived usefulness in social media adoption: A multi-industry perspective. Journal of Management Information Systems, 42(1), 15–38.

Dolan, R., Conduit, J., Frethey-Bentham, C., Fahy, J., & Goodman, S. (2019). Social media engagement behavior: A uses and gratifications perspective. Journal of Strategic Marketing, 27(3), 261–277.

Dweck, C. S. (2016). Mindset: The new psychology of success. Random House.

Dweck, C. S., & Yeager, D. S. (2019). Mindsets: A view from two eras. Perspectives on Psychological Science, 14(3), 481–496.

Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Kushwaha, R., & Sigala, M. (2021). Setting the future of digital and social media marketing research: Perspectives and theoretical insights. International Journal of Information Management, 59, 102356.

Evansluong, Q., Grip, L., & Karayianni, E. (2023). Digital ethnicity affordances: from a liability to an asset in immigrant entrepreneurship. International Journal of Entrepreneurial Behaviour & Research. https://doi.org/10.1108/ijebr-02-2022-0207

Fossen, F. M., & Sorgner, A. (2021). Digitalization of work and entry into entrepreneurship. Journal of Business Research, 125, 548–563.

Foster, G., & Gupta, A. (2024). Beyond adoption: The evolution of the adaptive tech-optimizer in professional networks. Information Systems Journal, 34(4), 512–535.

Gomez, M. A., Chen, H., & Suzuki, K. (2025). Values in action: Linking enactment identity to social performance. Journal of Social Psychology Quarterly, 88(3), 210–228.

Haimovitz, K., & Dweck, C. S. (2017). The origins of children’s growth and fixed mindsets: New research and a new theoretical framework. Child Development, 88(6), 1849–1859.

Han, J., & Ellis, S. K. (2024). Digital identity and social media adoption: A growth mindset perspective for small-scale entrepreneurs. International Journal of Information Management, 72, 102–115.

He, H., & Harris, L. (2020). The impact of Covid-19 pandemic on corporate social responsibility and marketing philosophy. Journal of Business Research, 116, 176–182.

Hecht, M. L., & Choi, H. J. (2021). The communication theory of identity as a framework for health and risk messaging BT - The Routledge Handbook of Health Communication (pp. 88–102). Routledge.

Hecht, M. L., & Phillips, B. (2022). The communication theory of identity BT - Encyclopedia of Communication Theory (2nd (ed.); pp. 145–151). Sage Publications.

Hidayat, M., & Herian, F. (2025). Strategies of MSMEs in the City of Palu to Overcome Digital Transformation Barriers Strategi UMKM di Kota Palu untuk Mengatasi Hambatan Transformasi Digital. Jurnal Sosioteknologi, 24(2), 214–225.

Joevin, J., Zain, R. M., Faldores, H., & Karmagatri, M. (2025). Digital Commerce Disruption: TikTok Shop and Its Influence on MSMEs in Urban Indonesia. 2025 World Skills Conference on Universal Data Analytics and Sciences.

Jung, E. (2011). Identity gap: Mediator between communication input and outcome variables. Communication Quarterly.

Jung, E., & Hecht, M. L. (2004). Elaborating the communication theory of identity: identity gaps and communication outcomes. Communication Quarterly, 52(3), 265–283. https://doi.org/10.1080/01463370409370197

Jung, E., & Hecht, M. L. (2016). Identity gaps and well-being among international students: A test of the communication theory of identity. International Journal of Intercultural Relations, 52, 1–11.

Kaufman, P., & Horton, M. (2024). Entrepreneurial digital transformation: Navigating tools for growth. Routledge.

Kircaburun, K., Alhabash, S., Tosuntaş, Ş. B., & Griffiths, M. D. (2020). Uses and gratifications of visual social media: The role of narcissism and self-esteem of photosharing on Instagram. Journal of Media Psychology, 32(2), 70–81.

Lee, S. Y., & Kim, J. H. (2024). Identity layers and digital adoption: The psychology of the modern learner. Academic Press.

Lewis, K. J., & Tan, Y. L. (2026). The syncretic user: A new frontier in technology acceptance modeling. Elsevier.

Li, X., & Peng, J. (2025). Trust-based communication: How small businesses leverage TikTok for relationship marketing. Digital Business Review, 12(1), 45–62.

Liu, Y., & Ahmad, M. K. (2026). Digital Stress and Psychological Outcomes in Digital Natives and Digital Immigrants: A Systematic Literature Review. Journal of Intercultural Communication.

Ma, D., & Sharma, B. (2023). Short video marketing strategy: evidence from successful entrepreneurs on TikTok. Journal of Research in Marketing and Entrepreneurship. https://doi.org/10.1108/jrme-11-2022-0134

Marder, B., Archer-Brown, C., Colliander, J., & Lambert, A. (2023). Visibility, personality and social capital: The role of the ‘enacted self’ on short-video platforms. Computers in Human Behavior, 145, 107771.

Martinez, J. L., Rivera, F., & Thompson, E. (2023). Beyond usability: How growth mindset shapes the perception of technological value. Journal of Applied Social Psychology, 53(4), 312–329.

Mazzucchelli, A., Chierici, R., Cerqueti, R., & Di Gregorio, A. (2023). Digital entrepreneurship: The role of social media in small business adoption and success. Technological Forecasting and Social Change, 186, 122114.

Mhlongo, N. Z., Daraojimba, D. O., Olubusola, O., Ajayi-Nifise, A. O., & Falaiye, T. (2024). Reviewing the impact of digital platforms on entrepreneurship in Africa. International Journal of Science and Research Archive. https://doi.org/10.30574/ijsra.2024.11.1.0228

Miller, J. L., & Lewis, K. P. (2023). Collective identities in the digital age: Communication theories and practices. Academic Press.

Nezlek, J. B. (2022). Identity and interpersonal communication: A social psychological perspective. Oxford University Press.

O’Neil, P. (2026). The adaptive professional: Mindset and technology in the 21st century. Routledge.

Olsson, A. K., & Bernhard, I. (2020). Keeping up the pace of digitalization in small businesses–Women entrepreneurs’ knowledge and use of social media. International Journal of Entrepreneurial Behaviour & Research, 27(2), 378–396. https://doi.org/10.1108/IJEBR-10-2019-0615

Park, D. Y., & Kim, H. (2023). Determinants of Intentions to Use Digital Mental Healthcare Content among University Students, Faculty, and Staff: Motivation, Perceived Usefulness, Perceived Ease of Use, and Parasocial Interaction with AI Chatbot. Sustainability (Switzerland), 15(1). https://doi.org/10.3390/su15010872

Patterson, D., & Wright, F. (2024). Identity enactment and moral agency: Navigating social flexibility. Sage Publications.

Prakash, V., & Gupta, R. (2025). Integrating personal identity into TAM: A longitudinal study on educational software. Computers & Education, 198, 104–120.

Ramsey, M. C., Knight, R. A., & Knight, M. L. (2019). Student Identification and Communication Instruction: An Examination of Identity Gaps as Predictors of Communication Satisfaction and Teacher Apprehension.

Scherer, R., Siddiq, F., & Tondeur, J. (2019). The Technology Acceptance Model (TAM): A meta-analytic structural equation modeling approach to explaining teachers’ adoption of digital technology in education. Computers & Education, 128, 13–35.

Schölin, T., Klyver, K., & Bager, T. (2024). Entrepreneurial identity enactment in digital spaces: A multi-layered communication approach. Journal of Business Venturing Insights, 21, e00442.

Seroka, L. (2020). Strange “Shamy”: Analyzing communication theory of identity and identity gaps using The Big Bang Theory. Communication Teacher, 34(1), 8–13. https://doi.org/10.1080/17404622.2019.1593474

Sharif, A., Sadaf, F., & Naik, H. S. (2023). TikTok’s Multifaceted Economic Impact on Pakistani Society: Analyzing the Interplay of Entertainment, Morality, and Market Dynamics. IRASD Journal of Economics. https://doi.org/10.52131/joe.2023.0502.0146

Situmeang, I. V. O., & Purwatiningsih, S. D. (2025). Optimizing the use of the avoskin tiktok application and content attraction to buying interest. 11(2), 395–404.

Smith, T. J., & Johnson, M. (2021). The role of consistency in digital branding: How small businesses navigate short-form video platforms. International Journal of Strategic Communication, 15(2), 88–104.

Suprapti, N. W. S., Suprapti, N. W. S., Sintaasih, D. K., Sintaasih, D. K., Sudibya, I. G. A., SE, M. K., & Ak, I. (2016). Exploration of Bali’s cultural values and entrepreneurial orientation in relation to cooperative managers in Bali. European Journal of Business and Management, 8(14).

Sutton, J., & Arshad, Z. (2026). Functional alignment of social media tools with entrepreneurial identity: A qualitative approach. Journal of Business Research, 172, 114–131.

Syaleha, A., & Yasin, M. (2024). Pola IKM dan UMKM di Bali. Jurnal Ekonomi Dan Pembangunan Indonesia, 2(2), 09–16. https://doi.org/10.61132/jepi.v2i2.482

Thompson, R. E. (2026). The holistic identity: Integrating CTI layers for effective leadership communication. International Journal of Strategic Communication, 20(1), 12–30.

Thompson, R., & Walker, S. (2024). The openness paradigm: How collaborative identity shapes technology adoption among SMEs. International Journal of Digital Economy, 18(2), 145–163.

Vasilis, K., & Maria, S. (2024). Ethical communication and technology acceptance among micro-entrepreneurs. Ethics and Information Technology, 26(3), 201–218.

Venkataraman, S., & Smith, D. (2022). Social flexibility and innovation acceptance: A study of small business owners. Management Communication Quarterly, 36(3), 401–425.

Venkatesh, V., & Davis, F. D. (2024). Technological acceptance revisited: New frontiers in small business digital strategies. MIS Quarterly, 48(2), 245–268.

Venkatesh, V., Walton, S. M., & Hoehle, H. (2022). Unified theory of acceptance and use of technology (UTAUT): A review and future directions for small business contexts. MIS Quarterly, 46(1), 121–143.

Wagner, P. E., Kunkel, A., & Compton, B. L. (2016). (Trans) lating identity: Exploring discursive strategies for navigating the tensions of identity gaps. Communication Quarterly, 64(3), 251–272.

Widiyanti, A., Novianto, I., & Pamungkas, A. (2025). Communication identity of digital immigrant micro-entrepreneur in adapting to promotional innovation inovasi promosi. Jurnal Manajemen Komunikasi, 9(2), 238–259.

Williams, K. (2024). The growth mindset in the digital age: Identity and entrepreneurship. Oxford University Press.

Wong, R. P., & Harrison, J. (2025). Algorithmic literacy and relational identity: A longitudinal study of TikTok engagement. New Media & Society, 27(1), 89–108.

Wulandari, P., & Purba, A. R. H. K. (2025). Post-acquisition TikTok and Tokopedia: Optimization marketing media to encourage entrepreneurship on Sumatra Island. Priviet Social Sciences Journal, 5(6), 1–13.

Zalkat, G., Barth, H., & Rashid, L. (2024). Refugee entrepreneurship motivations in Sweden and Germany: a comparative case study. Small Business Economics, 63(1), 477–499.

Zhang, W., Siyal, S., Riaz, S., Ahmad, R., Hilmi, M. F., & Li, Z. (2023). Data Security, Customer Trust and Intention for Adoption of Fintech Services: An Empirical Analysis From Commercial Bank Users in Pakistan. SAGE Open, 13(3), 1–17. https://doi.org/10.1177/21582440231181388

Zhang, Y., & Henderson, K. (2025). Communication theory of identity and its role in technological sense-making. Communication Theory, 35(1), 45–63.

Zhu, Y., Zhang, W., Liu, H., & Song, H. (2025). The structural relationship between achievement goal orientation and perceived performance among swimmers: a chain multiple mediation model. Frontiers in Psychology, 16(May), 1–11. https://doi.org/10.3389/fpsyg.2025.1536743




DOI: http://dx.doi.org/10.30813/bricolage.v12i1.9794

Refbacks

  • There are currently no refbacks.


Accredited by:

          

 

Indexed by:

  

        

UNIVERSITAS BUNDA MULIA PRESS

PROGRAM STUDI MAGISTER ILMU KOMUNIKASI
Lantai 3 Ruang Pascasarjana - Universitas Bunda Mulia
Jl. Lodan Raya No. 2, Ancol – Jakarta Utara 14430, Indonesia
Telp: +62 21 692 9090 ext.1317
Email: [email protected]; [email protected]

 

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

View My Stats