INFLUENCE OF NIGERIAN TIKTOKER ON SOCIAL STANCE AMONG UNIVERSITY UNDERGRADUATES

Abstract: This study investigates the influence of Nigerian TikTokers on the social stances among Rivers State University Undergraduates. The research aims to explore the extent of TikTok engagement among Rivers State undergraduates and its impact on their social attitudes. Drawing on Social Influence Theory and Uses and Gratifications Theory, the research contextualizes TikTok’s role within Nigeria’s social media landscape and its effect on shaping opinions, beliefs, and behaviours. The study used a cross-sectional survey research method while questionnaire were used to elicit responses from the respondents with Rivers State University in Port-Harcourt selected using cluster sampling technique. The data were analyzed using descriptive statistics (frequency and percentage) and the data were presented with the aid of tables.  The study found that a significant adoption of TikTok among students, indicating its prevalence as a prominent social media platform in the region. While Nigerian TikTokers are generally perceived as influential, the research highlights a nuanced perspective on their impact, with varying degrees of susceptibility among users. The study underscores the platform’s multifaceted relationship with the social stance among students, acknowledging both positive and negative effects reported by respondents. Based on these findings, recommendations are provided to harness TikTok’s potential for promoting positive social causes, combating misinformation, fostering cultural sensitivity, empowering youth for civic engagement, and establishing ethical brand partnerships.

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