The Impact of Tik Tok (Douyin) toward the Daily Life of Young Adults in Kuala Lumpur, Malaysia

Tan, Sarah Yu Xuan (2022) The Impact of Tik Tok (Douyin) toward the Daily Life of Young Adults in Kuala Lumpur, Malaysia. Final Year Project (Bachelor), Tunku Abdul Rahman University College.

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Abstract

This research is to examine The impact of Tik Tok (Douyin) toward the daily life of young adults in Kuala Lumpur, Malaysia. Social media has become a norm in a young adult’s life. In reality, young adults are trying to catch up with the trend which is more to the short video contents in Tik Tok. Furthermore, a detailed presentation on the influences in their lifestyle after using Tik Tok that involved in this research may serve as a tool for further studies to innovate the powerful usage of Tik Tok in their daily life. It is important to let society know about the positive impacts of this social media. Therefore, this research is going to study the impact of Tik Tok, the influence of Tik Tok towards young adults’ purchasing behavior, the influence of Tik Tok towards young adults’ lifestyle and identify Tik Tok as an education platform for young adults to gain knowledge. As Tik Tok is a new social media based on user-generated videos, so Uses and Gratification Theory will be indicated in this research. For the methodology, the quantitative method will be used to conduct the questionnaire survey online. The targeted demographic audiences are 100 young adults aged 15 to 26 years who are using Tik Tok. After collecting the quantitative data, all the data will be transcribed and analyzed. Hopefully, this research can help and prove how big of an impact will create on the young adults in terms of what content is going to post on Tik Tok, besides provide better insights into the role of Tik Tok in affecting young adults’ viewpoints, preferences, knowledge and buying behavior. Lastly, this research paper could help explore and showcase Tik Tok’s potential and provide valuable data allowing more people to utilize this meaningful social media platform.