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Related Experiment Video

Updated: Apr 21, 2026

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TikTok as a tool for high education.

Manuel Alonso Dos Santos1, Melany Hebles2, Francisco Liébana-Cabanillas3

  • 1Department of Marketing and Market Research, Faculty of Economic and Business Sciences, University of Granada, Granada, Spain; Administration Department, Universidad Católica de la Santísima Concepción, Concepción, Chile.

Acta Psychologica
|April 19, 2026
PubMed
Summary

Using TikTok in marketing education significantly boosted student motivation, performance, and satisfaction. This study highlights TikTok's pedagogical potential for social media marketing teaching.

Keywords:
Collaborative learningHigher educationMarketingSatisfactionTikTok

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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.