Content area
Full text
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.
Keywords: TikTok, financial education, education, social media
INTRODUCTION
Technology, information, and communication continue to evolve from year to year. It is evident from the prevalence of smartphones and the expanding usage of the internet (Fauziah, 2019). In this digital age, social media platforms play a significant role in facilitating communication and content consumption. One such platform that has gained immense popularity is TikTok, which enables users to create and share short music and video clips (Aji, 2018) (Shutsko, 2020). With its extensive reach and user engagement, TikTok has become a powerful medium for disseminating information and capturing the attention of millions, particularly among millennials and Generation Z (Omar & Dequan, 2020) (Zulli & Zulli, 2020).
TikTok is a social networking website that features 30-second to 3-minute-long music and video clips from China (Aji, 2018). As Fauziah (2019) asserted, TikTok has become an application with the greatest number of users in the first quarter (QI) of 2018, reaching 45.8 million. Users of TikTok are mostly millennials or teenagers from Generation Z (Aji, 2018). When innovation enters the young, it will be quite simple to reach contemporary comprehension (Buana & Maharani, 2020). The incorporation of technology-based learning media can be tailored to suit the specific learning needs of Generation Z students (Kusumaningtyas et al., 2020).
Currently, TikTok has more than 100 million users and a rating of 4.4 stars, with nine million reviews on the AppStore and PlayStore (Setiawan et al., 2022). TikTok has the goal of promoting creativity and happiness. It also offers other benefits, such as being liked, appreciated, and loved by millennials (Hutamy et al., 2021). The material is presented in...