CHAPTER ONE

INTRODUCTION

1.1 Background to the study

In recent years, TikTok has emerged as a dominant force in impacting the behaviour and

lifestyles of undergraduate students worldwide. This platform which is known for its short,

engaging videos, has become a powerful tool for influencing trends, communication, learning,

mental health, and consumer behavior.

According to Smith (2016) the Internet is continually developing, with TikTok being one

of the most recent influential platforms to emerge. TikTok has achieved widespread global

popularity by engaging millions of users with its short, captivating videos. The platform allows

users to create 15 to 60-second videos using a large collection of music, sound effects, stickers,

filters, and editing tools. Levy and Stone (2006) describe TikTok as a social platform that thrives

on constant user participation. Features such as duets, enable users to create collaborative

split-screen videos, and stitches, which allow users to integrate their content with others.

TikTok was developed by the Chinese company ByteDance and launched in 2016. It is a social

media platform where users can create and share short music-driven videos. Initially known as

Douyin in China, TikTok gained global recognition following its merger with the app Musical.ly in

2018.

Damhorst (2020), explains that TikTok has revolutionized how social media users

communicate and express themselves. The platform’s emphasis on creative, short-form video

content, encourages a visual and performative mode of expression. That aside, the use of meme
on TikTok, influences humour and shared cultural references among tiktokers. This new form of

communication promotes a new way of interaction, where creativity and visual storytelling play

central roles in influencing behaviour.

As described by Sproject (2021) one of the most notable influences of TikTok is its

ability to set and propagate social trends. Viral challenges on TikTok like dance routines, fitness

regimens and more, captivate users and encourage widespread participation. These challenges

provide entertainment and also shape users' social behaviors and interests. Fashion and beauty

trends disseminated by popular influencers on the platform often lead to noticeable shifts in how

people dress and present themselves. That is why, Agba (2018) contends TikTok has propelled

fashion designers into the limelight and simplified the process for them to display their

fashionistic creations online. In today's world, people dress to impress as much as to look good,

and TikTok provides a platform for showcasing new fashion trends.

McCracken and Roth (2019) highlight that health is wealth and the impact of TikTok on

mental health is twofold. On the positive side, TikTok creates a sense of community and support,

especially for those dealing with isolation or stress. Content promoting mental health awareness

and positive coping strategies is prevalent on the platform. Sherrel (2021) suggests that tiktok

serves as a powerful tool for sharing information and raising awareness about important issues

such as mental health, promoting empathy, and reducing stigma. Many individuals find comfort

in knowing that they are not alone in their struggles and that they can seek advice or resources

from online communities dedicated to mental health. However, there are also negative aspects.

The pressure to maintain an online presence and the constant comparison to idealized images can

contribute to anxiety, depression, and other mental health challenges among students.
 Helpguide (2021) asserts that TikTok's addictive nature can have adverse effects on

productivity, sleep quality, and inter personal communication. The excessive use of tiktok before

bed, can disrupt sleep patterns, causing fatigue and reduced cognitive function. Moreover, the

proliferation of misinformation and fake news on TikTok can lead to widespread confusion,

polarization, and societal mistrust. This misinformation can worsen existing social problems and

undermine public health initiatives, as seen during the COVID-19 pandemic. In 2020 for

instance, misinformation on social media platforms like Tiktok led to deaths, not directly caused

by the virus, but by malinformation, (Centre for Disease Control, 2020). Futhermore, TikTok has

evolved into an essential platform for socializing, as it allows users to connect with others who

have similar interests. This connectivity enhances the formation of new friendships and social

networks. While this is so, the platform's popularity also brings challenges, as users feel

compelled to follow trending behaviors and norms. This pressure to conform can result in peer

pressure and influence individuals to alter their behavior to fit in with the larger group. And

although, the platform allows for exploration and expression of personal identity, it can

negatively impact self-esteem and body image, potentially leading to unhealthy behaviors such

as eating disorders, (Asemah, 2021).

With what has been outlined thus far, there is not doubt that students like everyone are

exposed to different activities on TikTok. That aside, media scholars like Asemah (2021) and

Helpguide (2021) have argued that tiktok shapes students social behaviors, communication

styles, learning habits, mental health, identity, relationships, and consumer behavior. They have

also argued that students usually participate in activities they see on tiktok, without taking into

consideration the social, mental, and cultural implications, just because it is trending and they

want to feel belong. For instance, in November, 2023 a 100 level student of Madonna University
was suspended after she joined the viral ceiling twerk dance challenge. The school felt it was a

dent on their image and reputation, so they had to expel her, (Vanguard, 2023). Notably, as

TikTok continues to evolve, its role in the lives of young adults will undoubtedly remain

significant, warranting ongoing attention and study. Therefore, this study investigates the

Influence of Tik Tok on Behavioral Change Among Undergraduate Students

1.2. Statement of the Problem

The advent of TikTok has marked a significant shift in how undergraduate students interact

with digital media, presenting both opportunities and challenges in shaping their behaviors and

social dynamics. Its user-friendly interface and algorithm-driven content recommendations have

engendered a digital environment where trends, memes, and social norms proliferate rapidly,

impacting how students perceive themselves, their peers, and broader societal trends. (Smith,

2016; Damhorst, 2020).

However, amidst its entertainment value and cultural significance, TikTok raises critical

concerns regarding its impact on students' behavioral patterns and mental health. The platform's

emphasis on visual storytelling and instant fame through viral content can create pressures for

students to conform to idealized standards of beauty, success, and social acceptance (Helpguide,

2021). This phenomenon often leads to issues such as increased anxiety, depression, and body

image concerns among young users who are constantly exposed to curated lifestyles and beauty

ideals propagated by influencers (McCracken & Roth, 2019; Asemah, 2021). Moreover,

TikTok's addictive nature and the proliferation of misinformation pose additional challenges.

The platform's design encourages continuous engagement, potentially disrupting students'

academic focus, sleep patterns, and interpersonal relationships (Helpguide, 2021). Furthermore,
the spread of misleading information on TikTok can fuel societal mistrust and confusion, as seen

during global health crises like the COVID-19 pandemic, where misinformation circulated

widely, impacting public health efforts negatively (Helpguide, 2021).

Given these concerns, there is a pressing need to investigate how TikTok influences

undergraduate students' behaviors across various domains.

1.3. Objectives of Study

The objectives of the study were:

1. To assess the frequency of TikTok usage among undergraduate students.

2. To analyze the perceived impact of TikTok on academic performance and study habits of

undergraduate students.

3. To investigate changes in social interactions and communication patterns influenced by

TikTok among undergraduate students.

1.4. Research Questions

Arising from the objectives, the following research questions will guide the study:

1. What is the frequency of TikTok usage among undergraduate students?

2. What is the perceived impact of TikTok on academic performance and study habits of

undergraduate students?

3. What are the changes in social interactions and communication patterns influenced by TikTok

among undergraduate students?

1.5. Significance of the Study

This study would be of great significance to different stakeholders including students,

content creators, management and researchers. Firstly, it will help students become more aware

of their digital media consumption habits and reflect on how platforms like TikTok influence

their behavior. It would also provide insights into how TikTok affects their academic

performance and study habits, allowing them to make informed decisions about balancing social

media use with academic responsibilities.

Futhermore, understanding what types of content resonate with undergraduate students can help

creators develop their content to be more engaging and impactful. Hence, this study will provide

tiktokers and content creators with insights into the preferences and behaviors of the student

demographic, aiding audience targeting and content creation strategies.

To management, the study will provide data to inform policies on digital literacy, social media

usage guidelines, and student well-being initiatives. Thus, the findings of this study will provide

management with insights into how TikTok's influence on students' academic and social

behaviors can guide educational strategies and support services offered by institutions. Also, this

study will add to the body of knowledge on digital media's impact on behavior, contributing to

academic research in media studies.

1.6 Scope of the Study

This study would concentrate solely on Undergraduate students of Ekhehuan campus,

University of Benin. It aims to explore student viewpoints regarding how TikTok influences their

behavior. Being a prominent institution in Nigeria, the University of Benin is a center for
contemporary activities and youth culture, making it an excellent environment for capturing

diverse perspectives from students of varied backgrounds..

1.7 Operational Definition of Terms

The terns in this study are defined contextually:

I. Behavioral Change: Behavioral change refers to any modifications in their actions,

attitudes, or habits influenced by their interaction with TikTok. This include changes in

social behaviors, communication styles, academic habits, consumption patterns, or

mental health practices due to their engagement with content on TikTok.

II. Influence: This is the capacity of TikTok to exert influence through various mechanisms

such as viral trends, influencer content, and the algorithms that curate users' feeds based

on their interactions. This influence can impact how users perceive themselves, others,

and the world around them, potentially leading to behavioral changes as they adopt or

adapt to trends and norms promoted on the platform.

III. TikTok: This is the primary platform through which undergraduate students consume

and participate in digital content, influencing various aspects of their behavior and social

interactions.

IV. Undergraduate Students: Undergraduate students represent the target demographic

whose behaviors and experiences with TikTok are examined to understand the platform's

influence on their daily lives, academic pursuits, social interactions, and overall well-

being.
 CHAPTER TWO

REVIEW OF RELATED LITERATURE

Preamble

This chapter analyzes the concepts and literature that offers a comprehensive knowledge

of the Influence of Tik Tok on Behavioral Change Among Undergraduate Students under the

following subtopics:

• An Overview of Tiktok

• Concept of Behavioural Change

 • Factors that Affect Behavioural Change

• Influence of Tiktok Behavioural Change

• Empirical Review

• Theoretical Framework

2.1.1 An Overview of TikTok

According to NrMedia (2018) TikTok a social media platform that was created by the

Chinese company ByteDance in 2016. The platform enables users to make and share short

videos with music. Originally, it was called Douyin in China, however, after it became popular it

was merged with the musical app known as Musical.ly in 2018. TikTok's standout characteristic

is its algorithm-driven content discovery, which employs machine learning to grasp user

preferences and deliver a personalized feed. The platform's success can be credited to its intuitive

interface, innovative video editing tools, and the ease with which users can distribute contents on

other online platforms.

TikTok functions as a medium for show casing creativity. Users express themselves on

TikTok through activities like lip-syncing, dancing, comedy skits, and different challenges. The

platform has grown into a major cultural phenomenon among younger users, shaping global

trends and impacting music charts. Despite its vast popularity, the platform has faced

controversies over privacy issues and geopolitical concerns based on its Chinese origins.

NRmedia group (2018) maintained that, TikTok has seven fundamental features, often referred

to as building blocks. They are described as follows:

i. Identity: This is the core feature, involving how much personal information users disclose on

the platform. It includes details like name, age, gender, profession, and location, which help

shape users' online identities.

ii. Sharing: The rationale of tiktok lies in the exchange of content. The amount of content shared

and received on TikTok prompts consideration of how these interactions facilitate connections

iii. Conversations: This feature centers on engaging users with relatable topics and issues.

Conversations on TikTok serve multiple purposes, including connecting with like-minded

individuals and spreading news about innovative ideas or trending topics.

iv. Presence: Presence involves the ability to know where others are, both online and offline,

through status updates or check-ins. This feature has flourished in the age of global hyper-

connectivity, bridging the virtual and physical worlds.

v. Relationships: This feature represents the direct connections between users, involving

conversations, information sharing, meetings, or simply listing each other as followers or

friends. However, it also presents risks, such as the deceptive practice of "catfishing."

vi. Reputation: Reputation on TikTok can have various interpretations, but it generally entails

evaluating the status of individuals and oneself within the social network.

vii. Groups: TikTok supports the formation of communities and sub-communities, bringing

together people from diverse backgrounds. As users grow their networks, organizing contacts

into groups becomes essential, much like Twitter's lists and Facebook's public, private, and

secret groups.
2.2. Concept Of Behaviour

Behavior is a complex process that refers to the actions, reactions, and mannerisms by

which organisms, including humans, respond to their environment. It involves everything we do,

say, or feel in response to various stimuli, (Sanga, 2017).

As described by Ukeji (2005) Behavior is the observable actions and reactions of

individuals in response to various stimuli, both external and internal. These actions can range

from simple reflexes, such as pulling a hand away from a hot surface, to complex activities like

social interactions and decision-making processes. External stimuli include anything in the

environment that can elicit a response, such as changes in temperature, presence of other people,

or specific events. On the other hand, internal stimuli refer to internal states or processes, such as

thoughts, emotions, and physiological conditions.

The study of behavior is a fundamental aspect of psychology and other social sciences

because it provides understanding into how individuals interact with their environment and with

each other. Understanding behavior involves examining the causes and effects of actions, which

can help in predicting how individuals might respond in different situations. For instance, a

person's behavior in a stressful situation can reveal a lot about their coping mechanisms and

resilience. Hassan (2017) maintained that behavior is influenced by a combination of genetic,

psychological, and environmental factors. Biological aspects such as brain chemistry and genetic

predispositions play a significant role in shaping behavior. Psychological factors, including

individual beliefs, emotions, and experiences, also heavily influence how one behaves.

Environmental factors, such as cultural norms, societal expectations, and immediate physical
surroundings, further impact behavior. Additionally, situational factors like the specific context

or circumstances at a given moment can significantly alter how a person acts.

Willlams (2011) outlined the following as the main types of behaviour that people pose:

i. Overt and Covert Behaviour: Overt behavior includes the actions that are visible and

observable by others. They are external behaviors that can be seen, heard, or measured,

such as speaking, running, writing, or any physical activity. For instance, in a classroom

setting, a teacher can observe students' overt behaviors, like raising hands, participating

in discussions, or completing assignments, to assess their engagement and understanding.

In contrast, covert behavior encompasses internal actions that are not directly observable

by others. These include thoughts, feelings, beliefs, and cognitive processes. Covert

behaviors play a crucial role in shaping overt behaviors but are more challenging to study

and measure because they are subjective and internal. For example, a student might be

silently worrying about an upcoming exam (a covert behavior), which could influence

their overt behavior, such as fidgeting or avoiding eye contact.

ii. Voluntary and Involuntary Behaviour: These are actions that are performed with

conscious intent and control. These behaviors are deliberate and often goal-oriented,

stemming from an individual's decisions and motivations. Examples of voluntary

behaviors include choosing to exercise, deciding to read a book, or planning a trip.

Voluntary behaviors are influenced by personal desires, goals, and reasoning, and they

reflect an individual's autonomy and ability to make choices. On the other hand,

involuntary behavior consists of actions that occur without conscious control or intention.

These are automatic responses that the body executes in reaction to specific stimuli, often
 to protect or maintain physiological balance. Examples of involuntary behaviors include

reflexes like sneezing, blinking, or the knee-jerk reaction. Involuntary behaviors are

regulated by the autonomic nervous system and are essential for survival and

homeostasis. They often occur faster than voluntary actions because they do not require

conscious deliberation.

2.3. Factors that causes Change in Behaviour

According to Kenneth (2012) Behavioral change is the process by which individuals or groups

alter their actions, habits, or routines. It typically involves consciously adopting new behaviors,

modifying existing ones, or abandoning undesirable ones. This change can be influenced by

various factors such as education, pyschological, social norms, environmental cues, and personal

motivation. Some of these factors are explained below:

i. Motivation and Intention: People are more likely to change their behavior if they have a

strong motivation or desire to do so. This could be driven by personal goals, beliefs,

values, or a desire for self-improvement.

ii. Social factors: Social factors such as peer pressure, societal norms, and cultural

influences can all impact an individual's actions. People may change their behavior to fit

in with a particular group or society, or to gain approval from others. Conversely, social

support and encouragement can also facilitate positive behavioral change by providing

motivation and accountability.

 iii. Environmental factors: This includes our physical surroundings and access to resources,

can also influence behavior. For instance, easy access to healthy food options and safe

spaces for physical activity can encourage healthy lifestyle choices. On the other hand,

living in environments with limited resources or high levels of stress can make it more

challenging to adopt positive behaviors.

iv. Literacy: Education and awareness play a significant role in behavioral change.

Providing information about the benefits of certain behaviors, as well as the risks

associated with unhealthy behaviors, can motivate individuals to make positive changes.

Learning new skills and strategies for behavior change can also empower individuals to

take control of their actions.

v. Psychological factors such as habits, attitudes, and beliefs can also contribute to

behavioral change. Breaking old habits and forming new ones often requires conscious

effort and repetition. Additionally, attitudes and beliefs about a behavior can impact

whether or not someone is willing to change. For example, someone who believes that

exercise is beneficial is more likely to engage in physical activity regularly.

2.4 Influence of Tiktok on Behavioural Change

TikTok is a dominant force in social media as it wields significant influence over

behavioral change, among its young user base. One of its most impactful contributions is in

promoting health and fitness trends. Through viral challenges and fitness routines shared by

influencers and everyday users alike, TikTok promotes a culture of physical activity and

wellness. This influence extends beyond mere trends, as it often encourages users to adopt
healthier eating habits, prioritize mental health, and explore alternative wellness practices, (Raja,

n.d).

$project (2020) states that TikTok serves as a powerful driver of social norms and

cultural shifts. Its algorithm-driven content delivery system amplifies trends rapidly, which helps

shapens collective behaviors and attitudes. Using advocacy campaigns, educational content, or

light-hearted challenges, TikTok introduce social issues into mainstream consciousness. In fact,

the platform is able to set the agendum for public discussion using this feature. This ability to set

and reinforce norms contributes to how users perceive and engage with societal issues, from

inclusivity and activism to responsible consumption and civic engagement.

Samphina (2020) contends that aside from being used as a tool for advocacy, creativity

and skill development also thrive on TikTok. The platform's format encourages users to

showcase their talents, share DIY tutorials, and participate in artistic challenges. This exposure

cultivates creativity and also motivates users to learn new skills, from cooking and crafting to

digital art and coding. By democratizing content creation and skill-sharing, TikTok empowers its

community to explore and develop their passions, potentially leading to long-term personal

growth and career opportunities. That aside, Environmental awareness is another area where

TikTok plays a crucial role. Creators use the platform to raise awareness about environmental

challenges such as climate change, plastic pollution, and biodiversity loss. Through informative

videos, activism campaigns, and eco-friendly lifestyle tips, TikTok inspires users to adopt

sustainable practices in their daily lives. This grassroots movement towards environmental

stewardship is bolstered by the platform's ability to mobilize large audiences and spark

meaningful conversations around pressing global issues.

 Modish (2021) asserts that TikTok, although influential in many positive ways also has

negative impacts on its users and society. The platform often showcases edited or filtered content

that may distort body image perceptions, leading to body dissatisfaction and even contributing to

eating disorders among vulnerable individuals, especially young users striving to emulate

influencers' appearances. Another issue is the platform's role in perpetuating cyberbullying and

online harassment. TikTok's interactive nature allows for comments and duets, where users can

engage with and respond to each other's content. While this creates community interaction, it

also opens avenues for negative interactions, including bullying, harassment, and spreading

harmful rumors. This has detrimental effects on users' mental health, causing anxiety, depression,

and a sense of social isolation.

Lastly, TikTok's addictive nature poses risks to users' mental well-being and productivity.

The platform's infinite scroll feature and algorithmic content suggestions are designed to keep

users engaged for extended periods, potentially leading to excessive screen time and sleep

disturbances. This compulsive use can interfere with daily responsibilities, academic

performance, and mental health, contributing to symptoms of digital addiction and dependency,

(Modish, 2021).

2.5 Empirical Review

McCarthy (2013) conducted a study on the influence of social media on young college

women's engagement with fashion. The research began with a thorough review of existing

literature to establish background knowledge before proceeding to primary investigation. The

study aimed to explore the prevalence of social media usage among college students, their

exposure to fashion content, and the impact of this exposure on their fashion choices. McCarthy
employed a mixed-methods approach, using qualitative personal interviews to gather in-depth

insights and quantitative surveys distributed to approximately 100 participants through

convenience sampling. The findings indicated that nearly all college students are active users of

social media platforms, primarily for socializing with friends. It was also found that students are

extensively exposed to fashion-related content on these platforms, which significantly influences

their clothing preferences. Consequently, the study suggested that while platforms like Facebook

and Twitter have been popular, opportunities for fashion innovation and engagement are

expanding on platforms such as Pinterest and Instagram. McCarthy concluded that social media

serves as a valuable tool for fashion retailers seeking to navigate and capitalize on digital

platforms effectively.

Manyam, Swarnalatha, and Alapati (2018) investigated the influence of social media on

the adoption of latest fashion trends among students. The study aimed to determine whether

students are knowledgeable about fashion trends through social media and whether they rely on

these platforms for updates. Employing a survey research design and convenience sampling, the

researchers selected 100 participants. The findings highlighted that a significant number of

students aged 18-24 are active users of social networking sites, with a majority being well-

informed about current fashion trends through fashion blogs. Approximately 57 percent of

participants indicated a willingness to purchase fashion items via social media platforms. Most

respondents reported spending over 2.5 hours daily on these platforms, underscoring their

reliance on social media for timely fashion updates. This shows the substantial influence of

social networking sites on shaping contemporary fashion trends among young adults.

Akoh (2011) conducted a study in Zaria, Kaduna State, investigating the influence of

social media on secondary school students. The research aimed to identify the types of social
media platforms affecting these students, explore the reasons motivating their usage, and suggest

appropriate guidelines for their responsible use. Grounded in rational choice theory, the study

employed a mixed-methods approach, combining surveys and in-depth interviews. The survey

research involved distributing 250 questionnaires to selected secondary school students, while in-

depth interviews were conducted with 4 class teachers and 2 principals. Sampling methods

included both probability and non-probability techniques, with 3 schools randomly chosen from

two educational zones in Zaria and purposive selection of interview participants. Findings

revealed that the negative impacts of social media use among students were significant, including

distractions from academic studies, exposure to negative behaviors, privacy concerns, and more.

Despite these drawbacks, students acknowledged that social media expanded their knowledge

base. The study recommended strategies to mitigate these negative effects, such as limiting

screen time and increasing supervision by parents, teachers, and school authorities to ensure

responsible usage and minimize adverse behavioral outcomes among students.

Shaib and Hawa (2014) aimed to explore the "Influence of Educational Technology on

Students in Auchi Polytechnic, Edo State." The study had two main objectives: first, to assess

the role of educational technologies at the institution, and second, to analyze how these

technologies affect students' academic performance. The research was grounded in the Uses

and Gratification theory. The researchers used a survey method, distributing questionnaires to

155 respondents. The results showed that educational technology had a strong positive impact

on both learning outcomes and academic performance among Auchi Polytechnic students.

Specifically, educational technology was found to account for about 78% of the observed

changes within the polytechnic system. The study concluded that the effective use of

educational technology is vital for improving student learning outcomes and academic
performance. The researchers suggested that investment in high-quality educational

technology infrastructure and training should be prioritized to enhance students' employability

and productivity within the national economy. They also stressed the need for regular

assessment and improvement of educational technology programs to ensure they continue to

benefit student success.

Umoru (2016) conducted research on "ICT and Skills: Imperative for Students," with the

goal of examining the role of ICT and digital skills in higher education, as well as investigating

the reasons behind students' insufficient skill acquisition. The study was grounded in the

information process theory and utilized a survey research design to collect data from

participants. The findings revealed that despite being exposed to ICT tools, many students still

lacked the necessary ICT skills. The study highlighted the importance of internet searching and

e-learning skills for effectively utilizing ICT tools. In conclusion, the research recommended the

integration of ICT training into the Nigerian education curriculum and urged the government to

focus on creating ICT-friendly environments in tertiary institutions to enhance student learning.

Based on the reviews conducted thus far, it is evident that there are significant gaps in

knowledge concerning the scope and objectives of the studies discussed. Therefore, this study

aims to address these gaps and contribute to a more comprehensive understanding of the subject

matter.

2.6 Theoretical Framework

This study adopted the social learning theory as it's theoretical framework. The Social

Learning Theory was developed by psychologist, Albert Bandura and it posits that people learn
new behaviors, attitudes, and emotional reactions through observing, imitating, and modeling

others within their social environment. Tan (1985), as cited by Okonkwo (2012), elaborated on

Social Learning Theory, which outlines how individuals learn not only through observing and

imitating others portrayed in media but also through direct experiences in everyday life. The

theory emphasizes that behaviors are acquired through a complex interplay of environmental

stimuli and cognitive processes. Bandura's initial research highlighted that, given certain

circumstances, individuals, particularly young people, can learn aggressive behaviors from

exposure to films and television programs.

Key components of the theory includes:

i. Individuals can learn by observing others' behaviors and the consequences of those

behaviors. This learning occurs through direct personal experience and also by

watching others' actions and the outcomes they produce.

ii. People are more likely to imitate behaviors that they observe being rewarded or that

they perceive as having positive consequences.

iii. Individuals are more likely to repeat behaviors that result in rewards or positive

outcomes and are less likely to repeat behaviors that lead to punishment or negative

consequences.

iv. Social Learning Theory incorporates cognitive processes such as attention, retention,

reproduction, and motivation.

v. Through vicarious learning, individuals can learn from the experiences of others

without directly experiencing the consequences themselves. This process allows for

the acquisition of new behaviors and skills through indirect learning from models.
 Social Learning Theory is highly relevant in this study on how social media platforms like

TikTok influence behavioral change among undergraduate students. It highlights the role of

observational learning, modeling, reinforcement, and cognitive processes in shaping individuals'

behaviors and attitudes as they engage with content on social media platforms like TikTok. For

instance, TikTok facilitates vicarious learning by allowing users to witness and learn from the

experiences of others without directly participating. This indirect learning process is pervasive

on the platform, where users can gain insights into diverse perspectives, lifestyles, and

behaviors shared by a global community of creators.

Also, the theory's cognitive components, such as attention and retention, are critical on

TikTok. Users selectively attend to content that captures their interest or aligns with their

values and goals. They retain and recall information about behaviors or trends observed on

TikTok, which they may later reproduce in their own lives. Motivation, influenced by expected

outcomes like social approval or personal satisfaction, also plays a role in determining whether

individuals choose to imitate and integrate observed behaviors into their daily routines. By

applying this theory, the researcher can explore how and why students adopt new behaviors

and trends observed on TikTok.

 CHAPTER THREE

RESEARCH METHODOLOGY

3.1 Research Design

Survey research design, as defined by Obeka (2011), is a methodological approach

employed to gather data from a targeted population using structured questionnaires, interviews,

or similar methods. This design proves suitable for the current study as it aims to systematically

gather and analyze information to comprehend attitudes, behaviors, preferences, or traits within a

selected sample. Surveys typically entail developing a standardized set of questions and

distributing them to a representative subset of the population to obtain either quantitative or

qualitative data. This methodology enables researchers to derive insights and generalize findings

about a broader population based on the responses gathered from the surveyed participants.

Thus, to investigate the impact of TikTok on behavioral change among undergraduate

students, this study will utilize the survey research methodology. The primary means of data

collection will involve administering a structured questionnaire specifically designed for this

research.

3.2 Population of the Study

Specifically, this study focuses on students enrolled at the University of Benin. The

university comprises of two campuses: Ekehuan and Ugbowo. The study is centered on the

Ekehuan campus, which has a student population of 2053 according to information from the
university help desk. Therefore, the study aims to encompass a population of 2053 students from

this campus.

3.3 Sample Size

"Due to the small size of the study population, the researcher decided to select a sample of 100

respondents, which represents approximately 4.87% of the entire population. This approach was

based on the principles outlined by Udoakah (2012), who emphasized that in cases where the

study population is relatively small, a carefully selected subset can effectively represent the

whole. By choosing this sample size, the researcher aimed to obtain meaningful and accurate

insights while minimizing the resources and time required for data collection.

3.4 Sampling Technique

To ensure reliable data for this study, the researcher employed both purposive and simple

random sampling techniques. Purposive sampling, also known as judgmental or selective

sampling, involves deliberately selecting participants based on specific criteria relevant to the

research objectives, rather than choosing them randomly. This method was used to identify

departments within the Ekehuan campus of the University of Benin that are most pertinent to the

study. It allows for gathering detailed insights from individuals who possess characteristics or

experiences essential to the study's focus.

Subsequently, the researcher employed the simple random sampling technique to select

participants from the identified departments: Mass Communication, Theatre Arts, Childhood

Education, and Fine Arts. This method ensured that every student within these departments had

an equal chance of being chosen to participate in the study, thereby enhancing the

representativeness of the sample and allowing for broader generalizations from the findings.
3.5 Instrument of Data Collection

For data collection in this study, the researcher utilized a questionnaire consisting of two

sections. The first section focused on gathering demographic information about the respondents,

aiming to capture personal details relevant to the study. The second section was tailored to

address the research questiona and it delved into psychographics related to the influence of

TikTok on behavioral change among undergraduate students.

The questionnaire items were structured using a five-point Likert scale. This scale

required respondents to indicate their agreement or disagreement with statements by selecting a

point on the scale, which represented their level of agreement or disagreement. This method

enabled the researcher to systematically gather and analyze quantitative data regarding

participants' attitudes, behaviors, and perceptions related to TikTok's influence on their behaviors

as undergraduates.

3.6 Validity of the Study

To ensure the validity of the questionnaire, the researcher sought feedback from her

supervisor and two other experts in the field of mass communication. Their input was crucial for

determining whether the instrument accurately measures its intended aspects and whether it

inspires confidence in the relevance and accuracy of the data gathered.

3.7 Reliability of the Instrument

A pilot study was conducted to evaluate the reliability of the research instrument. This

involved the distribution of 20 questionnaire copies to respondents. This process aimed to gather
valuable insights for addressing the research questions effectively. The result from the reliability

study was 0.8, showing that the instrument was good.

3.8 Method of Data Collection

In this study, data were collected from both primary and secondary sources. For primary

data, the researcher personally distributed and collected questionnaires from respondents.

Secondary data were gathered through an extensive review of textbooks, previous research

studies related to the topic, online resources, and lecture notes. These combined sources provided

a comprehensive basis for analyzing the influence of TikTok on behavioral change among

undergraduate students.

3.9 Method of Data Analysis.

The analysis, presentation, and interpretation of data in this study were based on

information collected from the administered questionnaire. Data analysis included calculating

simple percentages and organizing findings into tables for clarity. Each table was accompanied

by detailed explanations to facilitate better understanding and interpretation of the results.

APPENDIX

Department of Mass Communication,

University of Benin,
P.M.B 1154,
Benin City,
Edo State.
Dear Respondent,

I am Alele Osato Bridget a final year student of the above named institution, and I am

conducting a research on the topic " INFLUENCE OF TIKTOK ON BEHAVIORAL CHANGE

AMONG UNDERGRADUATE STUDENTS". I will be grateful, if you assist me in providing

relevant and useful answers by completing the questionnaire by ticking the options considered

appropriate in the spaces provided. All information supplied will be treated with confidentiality

and used for the sole purpose of this study.

Thanks for your understanding and cooperation.

Yours faithfully,

Alele Osato Bridget

Researcher.
 Appendix II

QUESTIONNAIRE

Instruction: Please tick (against the option that is applicable to you.

SECTION A

1. Gender: (a)Male [ ] (b)female[ ]

2. Age (a) 16-20 years[ ] (b) 2l-25years[ ] (c) 26-30years[ ]30years and above [ ]

3. Department: (a) Mass Communication [ ] (b) Theatre Art[ ] (c) Fine Art[ ] Childhood

Education[ ]

4. Level: (a) 100 [ ] (b) 200 [ ] (c) 300[ ] (d) 400 [ ]

SECTION B. PSYCHOGRAPHIC INFORMATION

5. How often do you use TikTok in a typical week? (a) Very often[ ] (b) often[ ] (c)

Average [ ] (d) Not often [ ] (e) Less often [ ]

6. On average, how much time do you spend on TikTok per day? (a) 1 hour[ ] (b) 3

hours[ ] (c) 6 hours [ ] (d) 12 hrs [ ] (e) 24hrs [ ]

7. How many hours a day do you spend studying? (a) 1 hour[ ] (b) 3 hours[ ] (c) 6 hours [

] (d) 12 hrs [ ] (e) 24hrs [ ]

8. What types of content do you typically engage with on TikTok (a) entertainment (b)

educational (c) lifestyle (d) Motivational (e) News

9. Do you follow specific TikTok trends or challenges?(a) Yes [ ] (b) No [ ] (c) Not sure

[ ] (d) Can't tell [ ] (e) Undecided

10. TikTok usage affects my concentration during study sessions. (a) strongly agreed [ ] ( b)

agreed [ ] (c) Disagree [ ] (d) Strongly disagree [ ] (e) Undecided [ ]

11. Have you ever procrastinated on academic tasks due to spending time on TikTok? (a)

Yes [ ] (b) No [ ] (c) Not sure [ ] (d) Can't tell [ ] (e) Undecided

12. What is the influence of TikTok on your academic productivity (a) Positive [ ] ( b)

Negative [ ] (c) Neutral [ ] (d) Can't tell [ ] (e) Undecided [ ]

13. I have made new friends and connections through TikTok (a) strongly agreed [ ] ( b)

agreed [ ] (c) Disagree [ ] (d) Strongly disagree [ ] (e) Undecided [ ]

14. Do you find yourself discussing TikTok trends or content with your peers in social

settings? (a) Yes [ ] (b) No [ ] (c) Not sure [ ] (d) Can't tell [ ] (e) Undecided

15. TikTok has influenced how i communicate and interact with others online (a) strongly

agreed [ ] ( b) agreed [ ] (c) Disagree [ ] (d) Strongly disagree [ ] (e) Undecided [ ]

16. There are psychological, cultural and social meaning attached to different activities on

Tiktok (a) agreed [ ] ( b) Strongly agreed [ ] (c) Disagree [ ] (d) Strongly disagree [ ] (e)

Undecided [ ]

17. Between Tiktok and Academic Work, which do you find pleasure doing more? (a)

Tiktok (b) Academic