The Impact of Content Scheduling on User Engagement in TikTok Social Commerce: The Mediating Roles of Attention, Pleasure, and Motivation

The rapid growth of TikTok as a social commerce platform has transformed how businesses engage consumers through strategically scheduled digital content. This study examined the influence of content scheduling on user engagement in TikTok social commerce, focusing on the mediating roles of attention, pleasure, and motivation within the Stimulus–Organism–Response (S–O–R) framework. A quantitative descriptive-correlational research design was employed involving 384 adult TikTok users from Toledo City, Cebu, selected through purposive sampling. Data were collected using a validated structured questionnaire and analyzed using descriptive statistics, Spearman's rank-order correlation, and multiple regression analysis. The findings revealed that browsing time significantly influenced users' attention, pleasure, and motivation, which subsequently enhanced user engagement. Attention and pleasure were found to significantly predict engagement behaviors, including liking, commenting, and sharing content, whereas motivation did not significantly predict engagement in the regression model despite showing a positive correlation. Furthermore, browsing time demonstrated a stronger influence on engagement than content type, indicating that when content is posted is more important than the format of the content itself. Respondents were most active during evening hours (6:00 PM–11:00 PM), particularly on Fridays and Sundays, suggesting optimal periods for content publication. Although video content was the most frequently encountered format, content type alone did not significantly influence users' psychological responses or engagement behaviors. The study concludes that effective content scheduling, particularly during periods of peak user activity, enhances cognitive and emotional responses that drive engagement in TikTok social commerce. These findings provide valuable theoretical support for the S–O–R framework and practical guidance for digital marketers, online sellers, and content creators seeking to optimize audience engagement through evidence-based scheduling strategies.