Analysis of the Utilization of TikTok as a Financial and Educational Learning Medium

Authors

  • Sabar Narimo Universitas Muhammadiyah Surakarta
  • Rochman Hadi Mustofa Universitas Muhammadiyah Surakarta
  • Hanif Anindhita Universitas Muhammadiyah Surakarta
  • Jonathan C. Gano-an University of Southeastern Philippines

Keywords:

higher education, TikTok, financial education, education, social media

Abstract

This research delved into the utilization of TikTok as a platform for financial and educational learning. Employing a qualitative approach with a phenomenological design, the study incorporated primary data via interviews, observations of three influencers, and secondary data in the form of TikTok video account information as of April 2022. The findings underscored TikTok’s potential as an impactful medium for financial and educational learning, attributed to its ability to amplify online engagement, consequently fostering revenue generation, augmenting follower counts, and attracting endorsement opportunities. Consequently, TikTok emerges as a valuable avenue for facilitating diverse realms of learning, including the domain of finance.

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Published

2023-12-22

Issue

Vol. 23 No. 18 (2023)

Section

Articles