TikTok as a tool for high education

Area of Science:

• Social Sciences
• Education
• Marketing

Background:

• Social media, particularly TikTok, is prevalent in students' lives.
• Limited research exists on TikTok's effectiveness as a pedagogical tool in marketing education.

Purpose of the Study:

• To investigate the pedagogical potential of TikTok in teaching marketing.
• To assess the impact of TikTok on student learning outcomes and satisfaction.

Main Methods:

• An experimental design with 971 first-year marketing students.
• A four-group setup with pre- and post-course measurements and control groups.
• Differences-in-differences analysis to evaluate the intervention's impact.

Main Results:

• Significant improvements observed in student motivation, academic performance, and perceived performance.
• Enhanced student satisfaction with the marketing subject and collaborative learning.
• Positive effects on teamwork competence were also noted.

Conclusions:

• TikTok demonstrates significant pedagogical value as a teaching resource in marketing.
• Integrating social media platforms like TikTok can enhance student engagement and learning outcomes.
• Findings offer valuable insights for educators seeking to leverage social media in marketing curricula.