THE INFLUENCE OF TIKTOK ON THE LIFE CHOICES OF GENERATION Z STUDENTS IN SELECT ABUJA AND NASARAWA STATE UNIVERSITIES
Abstract
This project investigates the impact of TikTok, a popular social media platform, on the life choices and attitudes of Generation Z (Gen Z) college students in Nigeria. With the rise of social media influence on contemporary society, understanding its implications on the decision-making processes of young adults is crucial. This study focuses on TikTok due to its widespread popularity among Gen Z university students and its potential to shape perceptions, behaviours and identities. The findings reveal that TikTok has a significant influence on the life choices and attitudes of college students. Majority of the participants reportedly spend several hours daily on TikTok, engaging with diverse content ranging from entertainment to educational materials as TikTok's influence extends beyond leisure activities to shaping academic, career and lifestyle decisions. Students have reported adopting behaviours and attitudes based on content seen on TikTok, indicating its role as a source of inspiration and influence. The platform serves as a space for the formation of shared identities and subcultures, influencing the decision-making processes of its users. Interviews with TikTok influencers and their followers provided deeper insights into the mechanisms through which TikTok content shapes digital communities and influences attitudes and behaviours.
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