Uses and Gratification Theory: A Study of Social Media Usage, Tiktok among the Youth.

Abstract

Due to the development of technology and social media, people now spend an increasing amount of time communicating on these platforms. The social media platform TikTok has been popular among young people worldwide. The study aims to identify the benefits and applications of TikTok among young people in Kumasi, Ghana. The study is supported by the influence theory as well as the use and pleasure theories. The ideas are important to this study because they help explain how TikTok could alter young people in Kumasi’s beliefs, attitudes, and behaviours. The study also put a lot of effort into reading books and articles about the research variables. This is because by researching the uses and gratifications of TikTok among young people in Kumasi, the study may add to the greater body of literature on social media use and its implications on young people’s lives. The study’s focus is the quantitative method. In the other research, descriptive and inferential statistics will be used to analyze the data and provide a report. It is effective for using deductive reasoning to explain a particularly intriguing event.