Digital Disruption and its Impact on Youth: A Case Study of Tiktok Videos

Abstract

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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.