Digital Disruption and its Impact on Youth: A Case Study of Tiktok Videos
Abstract
Abstract Views: 0
Digital disruption can be referred to as the change which occurs whenever a new technology is developed and impacts the value proportion and TikTok is one of them. Therefore, the current research aimed to explore the impact of TikTok platform on the attitudes and behavior of youth in Lahore. Hearn (2020) identified that digitally disrupted technologies are more attractive to gain user base. This is because, the concept they provide is different and unique among others impacting the user behavior and attitudes. The related theory, that is, ‘User Gratification Theory’ was adopted in the current study to determine how people actively seek media in order to satisfy their needs. The research objective and theoretical framework included determining the impact of TikTok features on the attitudes and behavior of youth. Furthermore, the research measured this impact using quantitative research and data collected through questionnaires. These questionnaires were distributed among 308 participants from three reputed universities of Lahore. The data was analyzed using statistical tests, that is, regression tests. The results from statistical tests showed that Tiktok had a significant impact on the attitudes and behavior of youth in Lahore. Approximately, 75.5% of the total variation in the behavior of youth was explained by the model. The findings from the statistical tests showed that digital disruption had a significant impact on the behavior of youth. The research concluded that TikTok can be used as an effective marketing tool since it has a significant impact on the attitudes and behavior of youth.
Downloads
References
Al-Jabri, I. M., Sohail, M. S., & Ndubisi, N. O. (2015). Understanding the usage of global social networking sites by Arabs through the lens of uses and gratifications theory. Journal of Service Management, 26(4), 662–680. https://doi.org/10.1108/JOSM-01-2015-0037
Andreasen, D. L., & Kanstrup, A. M. (2019, June 3–7). Digital relations among youth with cognitive disabilities: A field study of technology use for developing and maintaining social relations [Paper presentation]. Proceedings of the 9th International Conference on Communities & Technologies- Transforming Communities, Vienna, Austria.
Boulianne, S., & Theocharis, Y. (2020). Young people, digital media, and engagement: A meta-analysis of research. Social Science Computer Review, 38(2), 111–127. https://doi.org/10.1177/0894439318814190
Burgess, J., & Green, J. (2018). YouTube: Online video and participatory culture. John Wiley & Sons.
Cagatin, C. S. (2024). The societal transformation: The role of social networking platforms in shaping the digital age. Interdisciplinary Social Studies, 3(3), 103–107.
Davis, J. P. (2019, June 19). The TikTok strategy: Using AI platforms to take over the world. Insead Knowledge. https://knowledge.insead.edu/entrepreneurship/tiktok-strategy-using-ai-platforms-take-over-world
Dron, J., & Anderson, T. (2016). The future of e-learning. In R. Andrews & C. Haythornthwaite (Eds.), The Sage handbook of e-learning research (pp. 537–554). Sage Publications.
Good, B., & Mishna, F. (2019). “Double-edged sword” of digital media use among youth in residential treatment: Perspectives of service providers. Residential Treatment for Children & Youth, 1-25. Residential Treatment for Children & Youth, 38(1), 1–25 https://doi.org/10.1080/0886571X.2019.1696263
Guo, P. J., Kim, J., & Rubin, R. (2014, March 4–5). How video production affects student engagement: An empirical study of MOOC videos [Paper presentation]. Proceedings of the First ACM Conference on Learning, Atlanta, Georgia, USA.
Hayes, C., Stott, K., Lamb, K. J., & Hurst, G. A. (2020). “Making every second count”: Utilizing TikTok and systems thinking to facilitate scientific public engagement and contextualization of chemistry at home. Journal of Chemical Education, 97(10), 3858–3866. https://doi.org/10.1021/acs.jchemed.0c00511
Hearn, G. (2020). The future of creative work: Creativity and digital disruption. In G. Hearn (Ed.), The future of creative work (pp. 1–12). Edward Elgar Publishing.
Hern, A. (2019, September 25). Revealed: How TikTok censors videos that do not please Beijing. The Guardian. https://www.theguardian.com/technology/2019/sep/25/revealed-how-tiktok-censors-videos-that-do-not-please-beijing
Herrman, J. (2019, March 10). How TikTok is rewriting the world. The New York Times. https://www.nytimes.com/2019/03/10/style/what-is-tik-tok.html
Hsiao, C. H., Chang, J. J., & Tang, K. Y. (2016). Exploring the influential factors in continuance usage of mobile social Apps: Satisfaction, habit, and customer value perspectives. Telematics and Informatics, 33(2), 342–355. https://doi.org/10.1016/j.tele.2015.08.014
Karimi, J., & Walter, Z. (2015). The role of dynamic capabilities in responding to digital disruption: A factor-based study of the newspaper industry. Journal of Management Information Systems, 32(1), 39–81. https://doi.org/10.1080/07421222.2015.1029380
Keane, M., & Yu, H. (2019). A digital empire in the making: China's outbound digital platforms. International Journal of Communication, 13(2019), 4624–4641
Knickrehm, M., Berthon, B., & Daugherty, P. (2016). Digital disruption: The growth multiplier. Accenture Strategy. http://virgo.co.uk/assets/pdf/Strategy_DAVOS_The%20Growth%20Multiplier_POV.pdf
Kontopodis, M., Varvantakis, C., & Wulf, C. (Eds.). (2017). Global youth in digital trajectories (Vol. 19). Routledge.
Kumar, V. D., & Prabha, M. S. (2019). Getting glued to TikTok®–Undermining the psychology behind widespread inclination toward dub-mashed videos. Archives of Mental Health, 20(2), 76–77. https://doi.org/10.4103/AMH.AMH_7_19
Li, Y., Meng, S., Zhang, X., Wang, S., Wang, Y., & Ma, S. (2020, August, 6–8). UGC-VIDEO: Perceptual quality assessment of user-generated videos [Paper presentation]. Proceedings of 2020 IEEE Conference on Multimedia Information Processing and Retrieval (MIPR), Shenzhen, China.
Lobstein, T., Landon, J., Thornton, N., & Jernigan, D. (2017). The commercial use of digital media to market alcohol products: A narrative review. Addiction, 112, 21–27. https://doi.org/10.1111/add.13493
Manca, S., & Ranieri, M. (2016). Facebook and the others. Potentials and obstacles of social media for teaching in higher education. Computers & Education, 95, 216–230.
Middaugh, E., Clark, L. S., & Ballard, P. J. (2017). Digital media, participatory politics, and positive youth development. Pediatrics, 140(Supplement 2), S127–S131. https://doi.org/10.1542/peds.2016-1758Q
Norman, C. D. (2012). Social media and health promotion. Global Health Promotion, 19(4), 3–6. https://doi.org/10.1177/1757975912464593
Omar, B., & Dequan, W. (2020). Watch, share or create: The influence of personality traits and user motivation on TikTok mobile video usage. Learn Tech Lib. https://www.learntechlib.org/p/216454/?nl=1
Patrick, M. J. (2022). Social Media Marketing Tools and Strategies in Small Business. Trident University International.
Qiyang, Z., & Jung, H. (2019, September 2–5). Learning and sharing creative skills with short videos: A case study of user behavior in TikTok and Bilibili [Paper presentation]. Proceedings of the International Association of Societies of Design Research Conference, Ohio, USA.
Rafique, S., Khan, M. H., & Bilal, H. (2022). A critical analysis of pop culture and media. Global Regional Review, 7(1), 173–184. http://dx.doi.org/10.31703/grr.2022(VII-I).17
Ruzimatjon, Y. (2024). Digital technologies: how they are transforming our lives. Web of Scientists and Scholars: Journal of Multidisciplinary Research, 2(6), 73–79.
Skog, D. A., Wimelius, H., & Sandberg, J. (2018). Digital disruption. Business & Information Systems Engineering, 60(5), 431–437. https://doi.org/10.1007/s12599-018-0550-4
Sun, X., He, H., Zhou, Y., & Zhou, Y. (2019). A study on status quo and problems of cultural exchange of Bangladesh-China-India-Myanmar economic corridor from the perspective of soft power. Korea and Global Affairs, 3(2), 183–220.
Szpunar, K. K., Khan, N. Y., & Schacter, D. L. (2013). Interpolated memory tests reduce mind wandering and improve learning of online lectures. Proceedings of the National Academy of Sciences, 110(16), 6313–6317.
Vives, X. (2019). Digital disruption in banking. Annual Review of Financial Economics, 11(1), 243–272. https://doi.org/10.1146/annurev-financial-100719-120854
Wang, Y. (2020). Humor and camera view on mobile short-form video apps influence user experience and technology-adoption intent, an example of TikTok (DouYin). Computers in Human Behavior, 110, Article e106373. https://doi.org/10.1016/j.chb.2020.106373
Watkins, S. C., & Cho, A. (2018). The digital edge: How Black and Latino youth navigate digital inequality (Vol. 4). NYU Press.
Wu, J., Harlow, A. F., Wijaya, D., Berman, M., Benjamin, E. J., Xuan, Z., Hong, T., & Fetterman, J. L. (2022). The impact of influencers on cigar promotions: A content analysis of large cigar and swisher sweets videos on TikTok. International Journal of Environmental Research and Public Health, 19(12), Article e7064. https://doi.org/10.3390/ijerph19127064
Zhang, R. (2019). Parallel narrative: Short-Video social media platforms’ influences on contemporary narrative [Doctoral dissertation, Virginia Commonwealth University]. VCU Scholar Campus. https://scholarscompass.vcu.edu/etd/5935/
Zhang, X., Wu, Y., & Liu, S. (2019). Exploring short-form video application addiction: Socio-technical and attachment perspectives. Telematics and Informatics, 42, Article e101243. https://doi.org/10.1016/j.tele.2019.101243
Zhou, Q. (2019). Understanding user behaviors of creative practice on short video sharing platforms–a case study of TikTok and Bilibili [Doctoral dissertation, University of Cincinnati]. OhioLink. http://rave.ohiolink.edu/etdc/view?acc_num=ucin155421202112545
Copyright (c) 2025 Javeria Nazeer
This work is licensed under a Creative Commons Attribution 4.0 International License.
Copyrights © Author(s) 2021
