Lajera, Alsamjie
Ponce, Herbert
Gerosa, Rabby
“Global TikTok Adoptation on Student’s Academics : a Study Of User Engagement of the
Accountancy Students in San Isidro College”
Rationale:
Exploring the global adoption and user engagement on TikTok in connection to
globalization unveils the transformative impact of digital platforms on cross-cultural interactions
and market dynamics. TikTok's omnipresence across continents exemplifies how technology has
bridged geographical divides, enabling individuals from diverse regions to share similar tastes,
perceptions, and styles. By analyzing user engagement on TikTok through a global lens, we gain
valuable insights into the platform's influential role in shaping consumer behavior, cultural
exchange, and virtual communities worldwide. This research delves into how TikTok fosters
cross-cultural understanding, communication, and social interactions on a global scale,
highlighting its significance in the era of digital globalization
Studying TikTok’s global user engagement provides insights into how digital platforms
impact cross-cultural interactions worldwide. By analyzing TikTok’s influence on individual
preferences, cultural exchange, and virtual communities, we uncover its role in fostering cross-
cultural understanding and social connectivity on a global scale. This examination offers
valuable insights for leveraging social media platforms to enhance positive global interactions
and collaborations in the digital age.
Exploring TikTok’s impact on market trends, behaviors, and cultural interactions globally
sheds light on the dynamics of digital globalization. This research aims to inform stakeholders
about the implications of digital platforms on social behaviors and highlights TikTok’s role in
facilitating cross-cultural connections. By understanding how digital platforms shape global
interactions, we gain a better understanding of the transformative power of technology in shaping
our interconnected world.
Methodology:
This will be a Quantitative study, and it will apply the 5 points scale in the frequency
method with the corresponding numbers 1-Never, 2-Rarely, 3-Sometimes, 4-Often, 5-Always.
Research Question:
Creating and sharing content related to accounting concept.
Engaging with accounting influencers or educational TikTok accounts.
Using TikTok as a study aid or supplement to traditional learning materials.
CHAPTER ONE: THE PROBLEM
Background of the Study
Social media platforms have revolutionized the way people connect, communicate, and
engage with digital content. TikTok, a video-sharing platform launched in 2016, has become a
global phenomenon with over 1 billion monthly active users as of 2022, making it particularly
influential among younger audiences, including students (Statista, 2022). According to (Jiahong
Guo, 2022), TikTok has a significant influence on teenagers in three interconnected ways. First,
it acts as an educational tool providing entertainment content that helps one learn. Second, it
satisfies the need for mental relaxation and temporary escape from the stresses of real life.
Finally, it introduces exaggerated and misleading content to the users, which may further harm
their values and perceptions.
For accountancy students, the growing prevalence of TikTok raises questions about its
impact on their academic performance. While some studies suggest that social media can
enhance learning by providing access to diverse resources and collaborative opportunities (Zhou
& Lee, 2021), others highlight potential distractions and negative effects on concentration and
time management (Meena et al., 2020). The study of (Jeremy Yang, Juanjuan Zhang, Yuhan
Zhang, 2023), investigates how TikTok consumption affects student engagement among 103
college students. It found no gender differences but confirmed a positive relationship between
TikTok use and student engagement, suggesting that TikTok can enhance student involvement
when used responsibly. (Omar and Wang's, 2020) study illustrates the way motivations influence
users to engage with TikTok more than personality. Their research findings show that
motivations for archiving, self-expression, social interaction, and peeking are important
predictors of behavior for TikTok users.
This study explores the relationship between TikTok engagement and the academic
performance of accountancy students at San Isidro College. By examining the types of content
consumed, the amount of time spent on the platform, and students’ perceptions of its impact, this
research aims to provide insights into the dual role of TikTok as a tool for education and
distraction.
Statement of the Problem
This study aims to answer the following questions:
1. How does TikTok usage influence the academic performance of accountancy students in San
Isidro College?
2. What types of content do students engage with most frequently on TikTok?
3. Is there a significant correlation between time spent on TikTok and students' study habits or
academic performance?
4. How do students perceive TikTok’s role in their academic journey—positively or negatively?
Theoretical Framework
This study is grounded in Albert Bandura’s Social Learning Theory, which emphasizes
that individuals learn by observing others, imitating behaviors, and modeling their actions based
on observed consequences (Bandura, 1977). Social Learning Theory is particularly relevant in
the context of TikTok, a platform where users actively engage with short videos showcasing
various activities, including educational content and entertainment. For accountancy students,
TikTok can serve as a medium for observational learning, where they might acquire study
techniques, professional skills, or even behaviors that influence their academic performance.
This theory highlights how media content can act as both an educational resource and a
distraction, depending on the nature of engagement.
Additionally, the Uses and Gratifications Theory (UGT) provides a lens to explore the
motivations behind TikTok usage and its impact on academic outcomes. UGT, proposed by
Katz, Blumler, and Gurevitch (1973), posits that individuals use media to satisfy specific needs
such as entertainment, information-seeking, or social interaction. TikTok offers accountancy
students a space to fulfill diverse needs, from stress relief through entertaining videos to
acquiring new knowledge through educational content. However, prolonged engagement driven
by gratification can lead to time mismanagement, negatively affecting study habits and academic
performance. The application of UGT in this study allows for a nuanced understanding of why
students turn to TikTok and how these motivations intersect with their academic lives.
Furthermore, the Cognitive Load Theory, introduced by Sweller (1988), provides insight
into how TikTok usage might influence learning. This theory suggests that the human brain has a
limited capacity for processing information, and excessive cognitive load can hinder learning.
TikTok’s fast-paced, visually stimulating content may overwhelm students’ cognitive capacities,
reducing their ability to retain information and focus on academic tasks. On the other hand,
educational TikTok content, when designed effectively, can enhance learning by simplifying
complex concepts into digestible formats. Cognitive Load Theory thus underscores the dual
potential of TikTok as both a facilitator and an impediment to academic success, depending on
how students use the platform.
Significance of the Study
This research is significant for several stakeholders:
1. Students – Offers insights into the relationship between TikTok usage and academic
performance, empowering them to manage their time effectively.
2. Educators – Provides valuable information on how to integrate platforms like TikTok into
educational practices while addressing its potential drawbacks.
3. Parents – Helps understand the role of social media in their children’s academic success.
4. Researchers – Serves as a foundation for future studies exploring social media’s effects on
education.
Scope and Limitations
This study focuses exclusively on accountancy students at San Isidro College and their
engagement with TikTok. The scope includes analyzing the duration of use, types of content
consumed, and perceived academic impacts. Limitations include the study’s reliance on self-
reported data, which may be subject to bias, and its restriction to a single institution, which may
limit generalizability.
Definition of Terms
For the better understanding of the Study, the following terms are defined in the context
of this research:
1. TikTok Engagement – The level of interaction a user has with TikTok, including time spent,
frequency of use, and type of content engaged with.
2. Academic Performance – Students’ grades, study habits, and overall academic achievements.
3. User-Generated Content – Videos or materials created by TikTok users, such as educational,
entertainment, or social content.
4. Accountancy Students – Students enrolled in the accountancy program at San Isidro College.
5. Social Learning – A process where individuals learn by observing and imitating others'
behaviors.
CHAPTER 2
Review of Related Literature
Global adaptation
the wide adoption of TikTok has revolutionized the way academic content is consumed, with
engaging short-form videos. The apprehensions of distraction and lack of depth in learning thus
call for further research into its educational value (Regasa, A, Lemmi Ettisa, D., 2023). The
study of (Burgess & Hurcombe, 2021), stated that the global use of digital devices and social
network sites has changed the aspect of creation, presentation, and consumption of news content.
User Engagement
TikTok has a significant influence on teenagers in three interconnected ways. First, it acts as an
educational tool providing entertainment content that helps one learn. Second, it satisfies the
need for mental relaxation and temporary escape from the stresses of real life. Finally, it
introduces exaggerated and misleading content to the users, which may further harm their values
and perceptions (Jiahong Guo, 2021). The study of (Omar, B. & Dequan, W., 2020), examinies
how personality traits and user motivation influence TikTok usage. It discovers that motivations
to escape, social interaction, and self-expression influence watch, participation, and creating
behaviors while personality traits exert relatively weaker influence.
According to (Rahman, 2021), TikTok and Instagram can add as much as 15% and 49% in
enhanced vocabulary through creative content to help the student achieve a good outcome. They
can enhance students' vocabularies, with a large part of their use, because it gives a new world
for the student to find a word, phrase, and concept. The research points out their potential use as
alternative tools in learning institutions, indicating how social media usage could positively
influence learning behaviors and skills. This falls within the exploration of the broader impact
that TikTok has on students' academic performance. The study of (Keira Shuyang Meng, Louis
Leung, 2021), criticize how TikTok engagement in China is influenced by entertainment,
sociability, and personality traits like extroversion and narcissism. These traits make users more
active in the creation, sharing, and interaction of content.
As stated by (lodice, R., & Papapicco, C., 2021), TikTok became a source of self-expression and
creativity during the COVID-19 era, where users used it for fun and personal satisfaction. The
study shows that the social influence of TikTok is not based on traditional social interaction but
on enjoyment. The use of TikTok for entertainment was increased during the pandemic, where
content creation was based on internal fulfillment, and the study indicates how the platform
fosters a new form of social influence based on fun.
Academic Performance
Social media platforms, such as TikTok, can indeed have a positive impact on a student's
academic performance, as it increases engagement, interaction, and sharing of information
among students (Abdel-Aziz Ahmad Sharabati et al., 2022). TikTok fosters creativity and
engagement but can negatively affect academic performance if overused. Proper balance
between usage and studies is crucial to avoid distractions and maintain focus on academics (Qing
Liu, 2023)
The study (Demelash Lemmi, 2023), explores how TikTok affects students' academic
engagement and performance. It shows that although TikTok increases user interaction through
interesting content, it may also cause challenges such as distraction and superficial engagement.
The study of (Heavens Ugochukwu Obasi, 2024), found that excessive Tik Tok use can lead to
distractions, procrastination, and reduced study time, negatively affecting academic outcomes.
However, the paper also acknowledges the potential benefits of using TikTok for stress relief,
motivation, and accessing educational content, found that excessive Tik Tok use can lead to
distractions, procrastination, and reduced study time, negatively affecting academic outcomes.
(Gada Wayessa, et al., 2024) added that TikTok use can have both positive and negative impacts
on university students' academic performance. While excessive use can lead to distractions and
poor time management, using TikTok for educational purposes, entertainment, and information-
seeking can positively influence students' CGPA.
