Tiktok Finals Na Talaga As in Potek
Tiktok Finals Na Talaga As in Potek
Tiktok Finals Na Talaga As in Potek
In Partial Fulfillment of the Requirements for the Bridging Program of the Life
Long Learners
December 2019
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Approval Sheet
This thesis entitled TikTok: It’s Advantages and Disadvantages to the Life
STA. ANA in partial fulfillment of the requirements for the Bridging Program for the
Life Long Learners, has been examined and is hereby recommended for Oral
Examination.
PANEL OF EXAMINERS
Approved in partial fulfillment of the requirements for the Bridging Program for
Acknowledgement
First, the researchers would like to express their deepest gratitude to their
thesis adviser, Dr. Antonio Antonio for giving them more information and strategic
To Prof. Danilo Marcos, Prof. Susan Vargas and Prof. Algernon Castaneda,
who validated the thesis questionnaires of the researchers and give some insights to
To the Life Long Learners Respondents, for giving their precious time in
Lastly, to God Almighty, for giving them strength and guidance throughout the
study process.
D.A.B.J
M.F.C
J.A.S.A.
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Abstract
study tried to find out the demographic profile of the respondents and their different
the students. This study hopes to provide insights and opinions coming from the
the respondents. The researcher’s hopes that the findings of this research can be
used to advanced studies that will enlighten citizens and also to the future
researchers.
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Table of Contents
ACKNOWLEGEMENT ..……………………………….…………………….…………….iii
ABSTRACT …………………………………………….……………………….…………. iv
CHAPTER I
Introduction ………………………………………………………………………… 1
Hypothesis .………………………………………………………………………… 3
CHAPTER II
11
12
Experience ………………………………..
………………………………………..13
14
Personalized Service
……………………………………………………………...18
19
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20
Content Variety
…………………………………………………………………….22
Uniqueness ………………………………………...………………………………
24
27
27
28
CHAPTER III
RESEARCH METHODOLOGY
Research Design
…………………………………………………………………..29
29
29
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……………………………………………………….30
………………………………………..30
……………………………………………….30
31
31
CHAPTER IV
35
36
CHAPTER V
Conclusions ………………………………………………………………………. 46
Recommendations …………………………………………………...………….. 46
REFERENCES …………………………………………………………………………... 47
APPENDICES
CURRICULUM VITAE
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List of Tables
35
36
List of Figure
Figure 1.
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CHAPTER I
of the problem, Hypothesis of the study, Significance of the study, Scope and
Introduction
. TikTok, also known as Douyin in China, is a popular social media app that
allows users to watch, create and share 15-second videos shot on cellphones.
Besides adding various effects like filters, background music and stickers to their
videos, users can also collaborate on content while being in different locations and
create split screen “duet” videos. The platform is said to have an addictive quality
and high levels of engagement with its personalized feeds of quirky and creative
short videos.
TikTok becomes one of the most popular application nowadays more than
310 million people are using it right now. Therefore, the young specially students are
addicts of using this app because they are publishing videos and everyone is busy
with that video. So they are not aware of the app that is useful or useless
application.
Students use TikTok for some advantages, mostly they use it for fun.
Otherwise, TikTok application helps students to boost their creativity skills for doing
a nice shot short video. And most of the students are using it because TikTok helps
them to earn money if they get a more views on their uploaded video.
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Firstly, TikTok is an Addictive application that students can’t control how to maintain
using it. Also they forget to utilize their time for any important thing such as doing
their thesis and reviewing their exams. As you can see this is a social media
application and its cause you to involved in cyber bullying. This disadvantages may
Conceptual Framework
The researchers conducted this study, thinking that is could help readers,
the users of this generation. This framework seeks to know and understand the
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issues affect respondents through their demographic profiles. And lastly, do the
disadvantages of the viral TikTok application to the students. It also expects the
respondents to fill out their personal data which are the following:
1.2 Age?
2. What are the different factors and its contribution to the advantages and
2.1 Entertainment;
2.2 Creativity;
2.4 Awareness?
Hypothesis
The study about TikTok is enriching and innovate the relevant content of
comes to the study of advantages and disadvantages, TikTok can better find
advantages and disadvantages and give full play to advantages. The successful
experience of TikTok can provide operating experience for other similar apps and
enable them to constantly improve and innovate their own function and contents.
The study focuses on the music short video represented by the TikTok, from
the angle of the contributing factors. The factors are divided into three parts: the first
one is the product positioning, the second one is the content variety, and the last
Definition of Terms
For better clarification and understanding of this study, the following terms are
Content Variety. It refers to the TikTok’s specific content, there are so many
contents to provide to the users, it can be concluded into three big types.
Short Music Video. Means short video length to count in seconds, mainly
relying on mobile intelligent terminal to complete rapid shooting and editing upload,
which can be used in social media, short music video is refer to the app which based
on the music and the content is vertical to the music (Hou, 2018).
TikTok. A music creative music video social software, mainly aimed at the
contemporary young people’s 15 second music short video community, the software
users can choose their own music short video by selecting the music interface (Hou,
2018).
consumers or followers of the brand. Rather than created by the brand company
itself. It resonates with fans because it feels more authentic and is done with the
Uniqueness. It refers to the features of the TikTok which are different from
CHAPTER II
becoming younger. Therefore, the target users in early stage of TikTok are young
between 18 and 38 years old. In the study of Hui in 2017, in terms of product
simple and easy to operate thus attractive more target users. According the study of
principle that there are some secondary factors in product positioning and the
Secondly, one of the key point of the combination of internal factors is the
product uniqueness (Li, 2017). The main characteristic of TikTok is music which is
different from other short video apps. According to the study of Jia in 2017, the
analysis of big data can recommend the content that users are interested in
according to their preferences, and the video time is mostly 15 seconds which
content and emphasizing the originality of content and the participation of content
(Yi, 2017). The Contents of TikTok come form every aspects of life and different
contents bring different experiences to Students. For example, funny content can
bring about users’ entertainment, and users also want to shoot the same content to
deliver happy emotion to others. Otherwise, the content of teaching also can bring
about the student’s life skill; for example, some creativity for making entertaining
short video and then apply these creativity skills to their daily life. There are also
other types of short video, with different content delivering message to users. In
order to satisfy users’ need, more and more original content appeared. To sum up,
the TikTok’s content fully starts from the needs of users, increases the diversity of
video and the high quality of video, meets the usage characteristics of different
students and thus increases student’s stickiness. It ensure the diversity and
In the new media age, the relationship between the media and the audience
has changed from the center of the communicator to the center of the user, and the
audience has change from passive acceptance to active content production and
sharing. Therefore, some scholars put forward the word “user” to replace the word
unity of user and consumer, and is individualized rather than typed. “User centric
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theory” is to construct the user relationship as the center, take the user demand as
the guide, take the user experience as the core, regard the user experience as the
starting point and the inspection line of the content production, as an important part
of media product development and production. “User centered theory” is that TikTok
enhance the deep interaction with the user, reconstructs the user connection,
value creation. That needs to keep user and focus on the market value of content,
The design of TikTok app is based on user experience. The interface design and
interactive design are consistent with the positioning and taste of its product users.
The content production model is combined with the UGC and PGC and OGC
mode that can generate mass content to meet the diverse needs of users, while the
specialized and vertical content meets the individual needs of users. Narrative
method innovate the presentation of short video content and optimizes the user
experience. Its content production and channel distribution relies on big data mining
information and provide customized services to user. While it optimize the user
the user’s experience and the creation of commercial value, also leads to the lack of
social value guidance. The content has the disadvantages of vulgarization and
The user-centered design strives to focus on the user experience, needs, and
goals. It also help user achieve goals, and create value. User experience design
includes user interface design and interactive design, which caters to young people’s
fashion, novelty, and quirky features. The user experience is optimized from the
interaction method is used to achieve the goal of high availability and good user
emphasizing the human’s main position in the interaction and the ease of learning
the system. It shows in three aspects: feeling, know, and do. Its goals can be
analyzed from the perspective of usability and user experience, focusing on people-
oriented user need. TikTok’s interactive interface design is order to highlight product
functions and advantages. It can facilitate users to use them in different scenarios,
provide a wonderful initial experience for new users. It enables them to become
familiar with the product as soon as possible. The design makes that users can
operate simply following intuitions. At the same time, some small features such as
designer Donald Norman. It is defined as the whole feeling of the user before, during
and after the use of a product or system. Including emotions, beliefs, preferences,
and other aspects. The “user centric” concept reflected in the three dimensions of
sensory, interaction and emotion when the user experiences TikTok. The fun,
suspense, and novelty shown by TikTok are all emotional feedback. The user enjoys
senses, such as hearing and vision. The form of the product is an ethical experience
mode, the vertical screen interface is more in line with the user’s mobile phone
content production, TikTok’s content production model is combined with the UGC
and PGC and OGC mode, and also sets hot and challenging topics to increase
content production and viscosity of users. According to statistic, the short video
released by the ordinary person through platform, counted for about 49.1%. Theme
operation, TikTok launched the “see music plan” to provide powerful and high quality
publicity channels for talented potential original musicians. The plan not only enrich
their own music library resources, but also optimize the user experience. In the
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aspect of video clip, it try their best to cater to the novelty of young people’s
personality. The video clip program is simple and easy to operate, solve the problem
of difficult use of professional software. There are all kinds of special effects such as
“time back”. Various special effects and colorful filter effects have been introduced. It
process for fun, increase the face score and increase the attractiveness of young
The acquisition of information about the outside world comes through the
sensory organs, while the sensory experience mainly refers to the experience of the
sensory organs such as sight and hearing. The interface design, function
presentation and interaction design of the TikTok app optimize the user’s visual and
design is to optimize the user’s visual and auditory experience (Guo, 2018).
The human brain is a powerful pattern recognition computer that manages the
mass of information flowing into the eye by observing visual patterns. According to
this characteristic, the visual designer reasonably designs each element of the visual
structure, and communicates the behavior of the application to the user most
effectively. People’s attention is limited. The less attention resources the user needs
to input the interactive interface, the better. The interface should try to eliminate
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meaning less information. Color and layout, information visualization will have an
impact on interaction. The black theme color and phonograph design elements of
TikTok interface, in line with young people’s view of fashion and aesthetic. Now
playing to see only the user’s home page that simplifies the operating procedures.
The page has quick attention, like, comment, share, rotate music CD, and other
icon. The interface is modular in design according to the visual structure and meets
images coupled with dynamic and novel music quickly stimulate the user’s auditory
availability. The information architecture and function design of the interface meet
interaction.
expectations. The TikTok player interface has a double tab above and below,
comment bar on the right, displays the topic text, the creator notes, the original
sound of the music in the lower left section and so on. Whether you’re watching,
sharing socializing, introducing, creating your own content, you can find the content
ont the homepage. User operations are simpler and more intuitive. The interactive
mode of player interface is convenient and fast. For example, pull down to switch to
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the next video, click continue or pause playback, and view the user’s home page to
the left. The quick operation design saves time for the users.
satisfies the function of user to searching, viewing socializing and creating content.
Searching function, TikTok realize the function of searching user and content by
configure search preload technology, providing hot words, history and search
“sweep a sweep” function watch instantly. Home page is the default system
recommended player interface and automatic loop. Vertical play mode more in line
with the visual senses. Social function. The right side interface has icon, such as
attention, likes comments, sharing and so on. It has excellent interactive function by
quickly focus on the other people, realize comment interaction, share useful
information. TikTok allows the audience to comment and interact with other users
without pausing playing of video, also achieve social function. UGC content creation
function. Users can instantly create their personalized video works by clicking the
create icon below. It also provides background music and editing mode. Users can
complete the personalized editing of the video through a simple operation to meet
the user’s creative needs and share the achievement. From the view if the usage
scene, the user can use the fragmentation time to read the information during the
leisure time, whether it is the toilet, the bed, the waiting time or the transportation
psychology. It aims to capture the user’s attention and induce emotional reaction
emotion. According to data, TikTok’s current ratio of male and female users is
basically the same, with 48.03% male users and 51.97% female users. In age of 30.
They are concentrated in first and second tier cities. The characteristic of TikTok is
the short video of music, which combines the strong expression ability of music with
the expression of the popular culture potential of short video, which consistent with
the appeal of young people. According to the survey, college students expressed
high satisfaction with the originality, fun, practicality, real-time and freshness of
TikTok content. TikTok, with the slogan of recording a good life, has been
recognized by users for spreading the atmosphere and sharing fun. Young people
always have the feeling of being unable to stop browsing. This unconscious
emotional experience captures the user’s attention and improves the ability to watch
UGC and PGC and OGC Content Production to Meet the Diverse and Individual
Needs of Users
According to statistic, TikTok’s user has more than 200 million in the second
quarter. It has a huge number of users. The contents of the short video of TikTok
include all aspects of the world of beauty, handsome, child, cute pet, music, dance,
food, travel, technology, games, beauty, fitness and so on. The mechanism for
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generating mass content is its user-driven content production. That is the fusion
mode of UGC and PGC and OGC. Content can only achieve user viscosity if it can
meet the needs of users. Uses and Gratification theory of communication holds that
people use some form of media is being able to meet certain needs. Content
meeting the psychological needs of users. From theory of Maslow’s hierarchy, this
getting friends and love, respect recognition, is a higher level of demand after
The content producer of the UGC mode is an ordinary user and has no
personal experiences and interests. TikTok has almost no threshold for content
producers. Users create personalized, lively, fresh, fun, and creative 15-second
music video content based on their own preferences, along with a variety of fun and
interesting music, and the addition of personalized effects and filters. It not only
mobilizes users’ enthusiasm for content production, but also enables the TikTok
platform to obtain massive content at a very low cost and enrich the content form
accomplishment gained by the TikTok users, also enhance their loyalty to it. When
ordinary users generate and receive content based on the same interest, they can
establish communication and interaction with other users. This provides users with a
topic exchange community to meet their social needs. The establishment of social
relationship helps to enhance the user’s stickiness of the platform. The sharing
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mechanism has a positive meaning for building social relationship. TikTok produces
content based on the UGC model, reflecting its emphasis on user activity and
loyalty.
Content producers of the PGC model are individuals or experts with expertise
in particular areas. They have a certain influence and popularity in certain fields,
such as Wu Yifan and other stars, novelist, foodies, writers, designers and so on.
They produce professional, deep, vertical and high-quality content based on their
expertise. High-quality content is more attractive to users and helps to achieve user
diversion.
Content producers of the OGC model are practitioners with a certain level of
perspective of professional identity and create value with the platform. The OGC
mechanism sets a higher threshold for content producers. It requires not only the
expertise or qualifications of a particular field, but also the professional identity of the
producer. To some extent, quality producers are selected to help produce more high
quality content. The platform insist that “content is king” and produces high quality
content to make up for the defects of the UGC model. It can further meet the
TikTok insist on the user center. It classifies users from the general,
professional, and professional aspects to produce a variety of content that meets the
needs of users. The platform meet the individual needs of users through a variety of
classification methods. Due to the content fusion mechanism of UGC and PGC and
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OGC ordinary users express their individuality through TikTok and develop social
professionals can attract traffic to create business value. At the same time, the three
increase the attractiveness and participation of the platform, which cannot only exert
the scale advantage, but also obtain stronger user stickiness. At present, the
number of daily active users in China has already broken through 200 million. TikTok
not only needs to expand the form and content depth and value in content
fragmented attention of user. The content of the 15-second short video innovated
the “micro narrative” model. The content has the characteristic of story, clear
social group through certain channels over a period of time. The novel narrative
mode of the short video has enriched the expression of the content and is loved by
the public. The operation of TikTok has been trying to strongly guide the content
McCombs and Donald Shaw’s agenda setting theory: there is a highly corresponding
in social public affairs and the reporting activities of the media. That is to say, the
“big things” reported by the media are also reflected in the public’s consciousness as
“big thing”. The challenges and hot topics of TikTok reflect the guiding role of
agenda setting theory. Challenges and topics motivate students to create content
and engage in interaction. It is easy to get millions and billions of users’ attention. It
can guide users to content production and implement boot functions. Under the
concerned with similar content, providing the user with the focus of triggering
users. The mutual attention and interaction of users further stimulates the sharing
experience of each other’s emotions. TikTok often combines the topic of online
hotspots to create shared themes such as finger dance and seaweed dance. This
encourages users to create and upload audio and video. Hot topics can attract
explained by individual needs and interests. The uses and gratification theory
suggest that audiences are individuals with special “demands” whose media contact
behavior is based on specific motivations “using” the medium, so that their specific
needs are “satisfied”. The audience will actively choose content with the same
interest or value, and accept it selectively. The application of big data technology
enables the media to better analyze and grasp the different “needs” of audience,
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optimizes the users experienced. The intelligent analysis of TikTok big data
depicts media usage based on user likes, sharing, duration, gender, age, location,
preferences, potential needs and other refined dat. TikTok’ score technologies are
text mining, machine data mining, personalized recommendation engines, and more.
This enables deep mining of data storage and retrieval, sensitive information
monitoring, user behavior analysis, and report analysis. The platform then provides
each user with products and services that truly meet their needs.
content that matches its interest and preferences. It addition to intelligent algorithms,
collate with the algorithm to review and recommend content. Manual audits
compensate for the mistakes in machine algorithms. The platform can accurately
describe the characteristics, behaviors, and needs of users. The information and
content that the audience likes is then pushed based on audience preferences.
and vulgar in content, in order to realize traffic realization and commercial value.
Some the content violates the mainstream values of the society, lack effective and
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correct value guidance. The content appears homogenized. Part of the content
user’s long-lasting freshness and excitement, and is prone to aesthetic fatigue. The
pushing content that users like based on recommended algorithm technology, can
easily lead to information cocoons. Users are only immersed in their existing
knowledge structure and interest, which leads to one-sided and narrow knowledge.
The group only cares about its own interests, but is willing to share “the birds of a
feather” and will add more information cocoons to the society. The user-driven
mechanism based on the “user-centric theory” perfectly demonstrates the “uses and
TikTok should adhere to the role of “gatekeeper” and remove negative energy
function of guiding social values. It can create a short video social platform with rich
content, elegant taste and entertainment. TikTok should provide multiple video
cocoons. It can open up users’ horizons and enrich their knowledge. The content
production of the platform adheres to “content is king” and deepens the production
mode of PGC content. It can improve the aesthetic taste and meet the high-level
Product Positioning
and market strategies of the product. That means target audiences, product
features, and marketing strategies are key factors in product positioning (Xin, 2007).
From the angle of the target audiences, the enterprises should follow and
consider target audiences’ needs and preferences. Target audiences are the front
end of marketing work, meanwhile the demand of target audiences is the core of
audiences is the most important task enterprises. For example, Japan’s Nikon has a
long history of the company that makes cameras. With the advent of digital
photography, users are more in pursuit of the convenience and lightness of the
camera. Nikon has quickly adopted a response strategy according to the changes of
that following the target audiences is the need to change product (Ye, 2001).
customer favor or not, and also the power of product sustainable development.
position. For example, recently a kind of chat and friend application namely soulmate
has become popular in a short time. With the development of the technology, people
get into the era of internet. With the appearance of more and more internet products,
there are several marketing strategies for promotion those products. With the arrival
of the internet era, more and more internet products tend to be online promotion
refers to all kinds on internet ways such as webpage to promote the product, while
offline refers to cooperation with other company to hold activities to increase product
strategies are gradually diversified. All in all, target audiences, product features, and
marketing strategies are key factors in product positioning (Xin, 2007). Regarding
short video apps, identify target audiences can help the apps know their real needs
on the perspective of short video. Product feature is thus the essential factor to
make the short video app maintain the development. As for the marketing strategies
that they are the power to expand marketing and also important for the product
Content Variety
With the rapid development of short video app and the creation of UGC
model, more and more short video apps featured the original contents. Therefore,
the high-quality and diversity of contents will be the driving force for the sustainable
development of short video app. Moreover, how to improve content variety will be
problem for the short video industry (Wan, 2017). Content divided into three
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categories. The first category is the education, that means teach the users how to
move up, cook and speak language. The second category is the entertainment, for
example, some funny and parody video which is used to please the users. The third
category si the promotion, for example promoting cosmetics to audience and call for
them to buy, in other words, it is a kind of online commercial activity. These three
types of video constitute the main content of the short video app (Meng, 2016).
users improve basic life skills. Following different studying demands of users,
education short video covers apps, identify target audiences can help the apps know
their real needs on the many aspects of life. It adopted a relatively easy way to teach
users and increase users’ capability in a short time. Education short video should be
encouraged and promoted in short video apps. From the angle of entertainment, the
advantages of the entertainment short video. When life speeds up, many people
have to be under the tremendous pressure from life and work. Hence, these
entertainments short videos help them relieve stress and make the get positive to
life. For example, some positive funny short video, although on the surface it is
funny, but actually it transfers positive energy (Zhi, 2018). However, talked about the
disadvantages of the entertainment of short video. With the appearance of more and
more short video apps, in order to attract more users, many vulgar parody videos
increased rapidly. Students become addicted to video ,and follow suit. The wrong
concept of life is transmitted, which seriously affects the physical and mental health
of students. For example, some teenagers who are pregnant shoot related
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of short video app is an inevitable trend. “If someone pays attention to the video ,
there will be promotion content.’ (Wan 2017, p60). On one hand, under the
leadership and promotion of KOL (key opinion leader), it promotes the purchase
behavior of users. On the other hand, it is also a threat to the short video industry.
As the number of promoted video increases, users will become bored and
may abandon the short video app. Therefore, the regulation and quantity control of
(Zhi,2018). From what has been discussed above, content variety is the power of
short video industry (Wan, 2017). Besides, these following content types (education,
entertainment, promotion) enrich the short video and attract more users. Optimizing
and strengthening the regulation of video content will promote the benign
Uniqueness
advantage different from similar products, the core competitiveness of the product
and the power to support the product’s development in the future. With the rapid
development of the short video apps, uniqueness is the most important and
competitive ability for the short video apps. Zhi (2018) summarized three features
that make TikTok different from other short videos apps. The first one is taking music
as main line of the app, with various types of background music to attract more
young people to join. The second is big data analysis of the preference of different
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contents to them, so it is a good way for users to choose what they like. TikTok is
the first short video app which which adopted the analysis of big data. The third one
pursuit since ancient times. Various forms of music can give people different
experiences and help people relax their bodies and relieve stress. Young people
living today are more likely to use music to regulate headphones and listening to
music (Garnett, 2016). Also mentioned that music plays an indispensable role in life
and it is an expression across borders and time which give people a high degree of
participation. Pointed out that because of the characteristics of music, and the
development of various apps, music apps will always have a place (Chao, 2017).
Big data analysis refers to the analysis of large-scale data. With the arrival of
the media era, media is an important channel and means to carry out big data
analysis. For media, they have a large number of audiences and can easily get first-
hand data of their media use, analyze the data, and design personalized features to
attract more audiences. Big data analysis can help media and users establish long
term and stable interactive relations. Therefore, some media adopt big data analysis
and make some effective measures. For example, in 2012, Sina revised the
webpage based on big data analysis and highlighted social elements in the website.
By carrying out online social activities and understanding the information and
media content and microblog content to the user and simultaneously meet the
Aiming at the use of fragmented time, the development of the society and the
high speed of people’s life makes people’s spare time much more scattered and
shorter. So how to make full use of fragmented time is obviously important. The
short video app a which makes use of fragmented time. Short video is generally 5
seconds to several minutes long, so is adopted to fit user’s spare time. Fragmented
browse information in gaps in their lives such as on the subway or during meals.
As for the TikTok, the time is limited for 15 seconds, hence “short” became
the biggest difference between TikTok and other competing apps. While increasing
the difficulty of creation, it also make video’s content more defined. The time of 15
seconds is also adapted to the use of scenario of mobile and fragmentation. In line
with the viewing habits of the audience, the audience is more enthusiastic to
participate in the review of quality content, and the memory points are more vivid. In
other words “short” as become the biggest selling of brand marketing. Above all
uniqueness is the core competitiveness of the product and the power to support the
product’s development. With the development of the short video apps, uniqueness is
industry, meanwhile it is good to establish stable and long-term relations with target
following conceptual model, presenting the detail of each variable and proposed
A TikTok on Crowdfunding
financing of projects and ventures. It describes its principle characteristics and the
intermediaries are explored and illustrated. A first attempt is made to classify the
different forms of funding and business models of empirical data the paper
financing and funding creative ventures and research projects (Hemer, 2018).
With the rapid development of short video industry all kinds of short video
apps emerge at the right time and spread quickly. However, there are little study on
the short video apps. So, the research chooses TikTok app to study. Inducting three
distributed to Haidan district, Beijing, China and 200 participants who randomly
Ranging from a few seconds to a few minutes, short videos have become a
popular form of learning and sharing creative skills such as drawing, photography,
and crafting. Short videos in social media platforms are reshaping the experience of
functions and features of a video platform can impact user’s learning experience,
and this aspect has been under-investigated. This study is motivated to investigate
user behaviors in short video sharing platforms and identify any gap between user
expectations and behaviors afforded by those platforms for creative practice. This
study focused on analyzing TikTok (ie, a short video platform) and Bilibili (ie, a video
viewers’ comment on selected drawing skill sharing videos in both platforms (which
result in viewer attitudes in practicing and learning creative skills), and selected
TikTok users online activities and expectations for creative practice based on
profiles and in-depth interview. The multi-dimensional data about users behaviors
and expectations are synthesized into five different personas, leading to the
Popularity of social media is increasing day by day and there are thousands
of social media platforms on the internet with the different features. This chapter
discusses the term social media in general and examines its evolution in detail form
RIZAL TECHNOLOGICAL UNIVERSITY College of Arts and Sciences PAGE 29
the beginning of the first e-mail to today. Authors explore the terms pertaining to the
domain of social network sites which are considered as one of the most used forms
of social media. Authors present a discussion about popular topic “TikTok Addiction”
and examine its characteristics with a brief literature review. Accordingly, despite the
fact that excessive use of social network sites cannot be formally accepted as a
behavioral addiction; shy and young, extrovert, and neurotic women with no
relationship are more likely to develop addictive behaviors towards social media.
RIZAL TECHNOLOGICAL UNIVERSITY College of Arts and Sciences PAGE 7
CHAPTER III
RESEARCH METHODOLOGY
Research Design
The study used descriptive method which design for researchers to gather
meaning of the findings. All of the data gathered includes Gender, Age, and all
Advantages and Disadvantages to the Life Long Learners Life of Students in RTU
SY 2019-2020”
at RTU-Pasig.
The study used Simple Random Sampling in determining the samples of the
study. All Life Long Learners students who know the application TikTok in Rizal
comprising of (102) respondents, male and female. They were the chosen
Campus.
The researchers made a letter of validation for the questionnaire and went to
the Department of College of Arts and Sciences to validate and we gave it to three
(3) professors. The Likert scale is used by the respondent to answer the questions.
way of an ordinal scale. Most commonly seen as a 5-point scale ranging from
Agree”. Validity determined whether the research truly measures. It was intended to
measure the truthfulness of the research results. According to (Brown, 2012), there
RIZAL TECHNOLOGICAL UNIVERSITY College of Arts and Sciences PAGE 31
are four types of validity: Face Validity, Contend Validity, Criterion Validity, and
pertains to the degree in which the instrument fully assess or measures the
The researchers used survey questionnaires and the gathered data from
TikTok application are divided into (4) factors that is relevant to the proposed title
research.
I. Entertainment
II. Creativity
III. Trend
IV. Awareness
This makes explicit the method and formula needed in the analysis of the
research data. On presenting, interpreting and analyzing the data gathered by the
researchers, statistical tools and techniques used. First, the data gathered present
clearly and correctly. The researchers used statistical table that label properly.
the whole. This is intended the distribution of the respondent demographic profile.
Second, researchers compute the respected mean and weighted mean in every
question and factor come from on the data that gathered. 5 points rating scale used
1.Percentage will be use to answer the SOP No.1. It is a display of data that
specifies the percentage of observation that exit for each data point of grouping data
Formula:
P=f / n x 100
Where:
P = Percentage (%)
f = Frequency
2.Weighted Mean will be use to answer SOP No. 2. It is an average that takes into
account the importance of each value of overall total. This was used to show an
Formula:
WM =
∑ fx 1+ fx2 + fx3 +… fx k
n1 +n 2+ n3+ … … nk
RIZAL TECHNOLOGICAL UNIVERSITY College of Arts and Sciences PAGE 33
Where:
WM = Weighted Mean
considered.
3.One Way ANOVA will be used to answer SOP No. 3. It is a statistical test which
enables a researcher to draw various results and predictions about two or more sets
data.
Formula:
MST
F=
MSE
Where:
F = Anova Coefficient
CHAPTER IV
This chapter present the research findings are presented analyzed and
interpreted the gathered data. The following tables present the assessment of the
respondents.
TABLE 1
gender
MALE 41 40.20 2
FEMALE 61 59.80 1
their gender. Wherein the female respondents got the highest frequency of 61
having 59.80 percent of respondents; while the male respondents got 41 out of 102
TABLE 2
20-BELOW 16 15.69 3
21-25 60 58.82 1
26-ABOVE 26 25.49 2
their age. The range of 20-below with a frequency of 16 or 15.69 percent. The range
26 that is equal to 25.49 percent. This table had the total of 102 numbers of
respondents which was 100 percent. Majority of the respondents where in between
TABLE 3
f
ENTERTAINMENT Mean VI Rank
5 4 3 2 1
32 38 27 2 3 3.92 MA 2
1.TikTok is fun to use.
2.TikTok app helps lighten up your 23 42 26 6 5 3.71 MA 3
mood.
18 39 35 4 6 3.59 MA 4
3.TikTok app is a stress reliever.
4.TikTok app highly influences the 38 36 17 7 4 3.95 MA 1
youth.
5.Viewers always give good feedback 9 26 32 21 14 2.95 N 5
on TikTok apps.
with a weighted mean 3.92 and its verbal interpretation as moderately agree. TikTok
app helps lighten up your mood with a weighted mean 3.71 and its verbal
mean 3.58 and its verbal interpretation as moderately agree. TikTok app highly
influences the youth with a weighted mean 3.95 and its verbal interpretation as
moderately agree. Viewers always give good feedback on TikTok apps with a
The data imply that mean result of entertainment to the students with a
weighted mean of 3.62 and the verbal interpretation as moderately agree. TikTok
application gave student users fun, and helped lighten their mood. This application
RIZAL TECHNOLOGICAL UNIVERSITY College of Arts and Sciences PAGE 37
can be a stress reliever for the student users. This application is highly influenced
the other student users. But TikTok application gave good or bad feedback from the
viewers.
TABLE 4
f
CREATIVITY Mean VI Rank
5 4 3 2 1
creativity with a weighted mean of 3.61 and its verbal interpretation was moderately
agreed. TikTok improved your socialization skill with a weighted mean of 3.36 and its
verbal interpretation was neutral. TikTok developed your information in social media
with a weighted mean of 3.33 and its verbal interpretation was neutral. TikTok
helped you to famous with a weighted mean of 3.44 and its verbal interpretation was
RIZAL TECHNOLOGICAL UNIVERSITY College of Arts and Sciences PAGE 38
neutral. TikTok helped you to earn money with a weighted mean of 2.64 and its
The data imply that mean result of creativity to the students with the weighted
mean of 3.28 and the verbal interpretation was neutral. TikTok application enhanced
the creativity of the student users. TikTok moderately affected your socialization skill,
TABLE 5
f
TRENDS Mean VI Rank
5 4 3 2 1
2
5.Being trendy affects your social status. 23 37 28 5 9 3.59 MA
Table 5 presents mean in trends. It shows that TikTok gave you more follower
on social media with a weighted mean 3.63 and its verbal interpretation, moderately
RIZAL TECHNOLOGICAL UNIVERSITY College of Arts and Sciences PAGE 39
agree. TikTok makes you viral with a weighted mean 3.64 and its verbal
interpretation, moderately agree. TikTok makes you feel loved by the viewers with a
weighted mean 3.26 and its verbal interpretation, neutral. TikTok boosted your
confidence with a weighted mean 3.44 and its verbal interpretation, neutral. Being
trendy affected your social status with a weighted mean 3.59 and its verbal
The data imply that mean result of trends with a weighted mean of 3.51 and
the verbal interpretation as moderately agree. TikTok gave you more follower on
social media. This application can make you viral and make you feel loved by the
TABLE 6
f
AWARENESS Mean VI Rank
5 4 3 2 1
M
1.TikTok is an addictive application. 24 33 27 8 10 3.52 A 2
3.36 N
2.Users become aware to cyber-bullying. 19 34 25 13 11 3
M
3.Users forget to utilized their time for
any important thing. 29 32 24 7 10 3.62 A 1
4.Users feel depress if they don’t get
enough views. 17 19 24 20 22 2.89 N 5
application with a weighted mean 3.52 and its verbal interpretation was moderately
3.36 and its verbal interpretation was neutral. Users forgot to utilized their time for
any important thing with a weighted mean 3.62 and its verbal interpretation was
moderately agreed. Users not definitely feel depressed if they don’t get enough
views with a weighted mean 2.89 and its verbal interpretation was neutral. TikTok
moderately just a waste of time with a weighted mean 3.15 and its verbal
The data imply that mean result of awareness with a weighted mean of 3.31
and the verbal interpretation was neutral. TikTok application was an addictive
application for the students. Student users moderately became aware to cyber-
bullying by using TikTok application. Student users usually forgot to utilized their
time for any important thing. Using this TikTok application can’t get student users to
be depressed if they don’t get enough views. Other than, TikTok application maybe
Table 7
2.TikTok app helps lighten up your .470 .626 Accept Not Significant
mood.
3.TikTok app is a stress reliever. .995 .373 Accept Not Significant
4.TikTok app highly influences the 2.685 .073 Accept Not Significant
youth.
5.Viewers always give good .804 .450 Accept Not Significant
feedback on TikTok apps.
demographic profile of the respondents and entertainment. All items were accepted
because all of them got p=values higher than the allowable margin error. Item no.1
has .727, item no.2 has .626, item no.3 has .373, item no.4 has .073, item no.5
has .450. Hence, the researchers accepted all of them which lead to the conclusion
social and into entertainment. Under the TikTok program, entertainment partners
their brand exposure and reach millions of TikTok users (Berananda, 2019).
Table 8
5.TikTok helps you to earn money. 1.197 .306 Accept Not Significant
demographic profile of the respondents and creativity. All items were accepted
because all of them got p=values higher than the allowable margin error. Item no.1
has .384, item no.2 has .933, item no.3 has .397, item no.4 has .495, item no.5
has .306. Hence, the researchers accepted all of them which lead to the conclusion
themselves and create a fun, beautiful, and creative short video clips to gain a
following and build a community around their passions. It also features some great
RIZAL TECHNOLOGICAL UNIVERSITY College of Arts and Sciences PAGE 43
special effects that users can apply to their videos to make them more unique. You
can also cross-post the content on other platforms to share it with more people
(Marton, 2019).
Table 9
1.TikTok gives you more follower on 1.174 .313 Accept Not Significant
social media.
2.TikTok makes you viral. 1.596 .208 Accept Not Significant
3.TikTok makes you feel loved by .342 .711 Accept Not Significant
the viewers.
4.TikTok boost your confidence. 1.162 .317 Accept Not Significant
5.Being trendy affects your social .188 .829 Accept Not Significant
status.
demographic profile of the respondents and trends. All items were accepted
because all of them got p=values higher than the allowable margin error. Item no.1
has .313, item no.2 has .208, item no.3 has .711, item no.4 has .317, item no.5
has .829. Hence, the researchers accepted all of them which lead to the conclusion
TikTok has really hit the nail on the head when it comes to engaging with the
youngster of the world. It might be a bit of a head scratcher for the older genrations,
RIZAL TECHNOLOGICAL UNIVERSITY College of Arts and Sciences PAGE 44
but TikTok is no news to the teens of the world. 41 percent of TikTok users are aged
Table 10
demographic profile of the respondents and awareness. All items were accepted
because all of them got p=values higher than the allowable margin error. Item no.1
has .933, item no.2 has .843, item no.3 has .952, item no.4 has .663, item no.5
the researchers accepted all of them which lead to the conclusion that all of them
that you can enable if you don’t want you/your kid to be using it too much. And it
RIZAL TECHNOLOGICAL UNIVERSITY College of Arts and Sciences PAGE 45
takes a while to get the perfect video. It can take multiple tries to make a perfect
CHAPTER V
the problem, procedure, and results of the present investigation and formulates
Summary of Findings
1.1 Gender
It was shown that the female respondents got the highest frequency of (61)
having 59.8 percent and somewhat few are male who got frequency of (41) having
1.2 Age
Majority of the respondents ages 21-25 years old got the frequency of (60)
having 58.82 percent, second is ranging 26 above got frequency of (26) having
25.49 percent, lastly ranging 20 below got frequency of (16) having 15.69 percent,
2.1 Entertainment
The data imply that mean result of entertainment to the students with a total
weighted mean of 3.62 and the verbal interpretation as moderately agree. TikTok
application gave student users fun, and helped lighten their mood. This application
RIZAL TECHNOLOGICAL UNIVERSITY College of Arts and Sciences PAGE 46
can be a stress reliever for the student users. This application is highly influenced
the other student users. But TikTok application gave good or bad feedback from the
viewers.
2.2 Creativity
The data imply that mean result of creativity to the students with the total
weighted mean of 3.28 and the verbal interpretation was neutral. TikTok application
enhanced the creativity of the student users. TikTok moderately affected your
Sometime TikTok helped you to be famous and it can help you to earn money.
2.3 Trends
The data imply that mean result of trends with a total weighted mean of
3.51 and the verbal interpretation as moderately agree. TikTok gave you more
follower on social media. This application can make you viral and make you feel
confidence. And being trendy on this application affected your social status.
2.4 Awareness
The data imply that mean result of awareness with a total weighted mean of
3.31 and the verbal interpretation was neutral. TikTok application was an addictive
application for the students. Student users moderately became aware to cyber-
bullying by using TikTok application. Student users usually forgot to utilized their
time for any important thing. Using this TikTok application can’t get student users to
RIZAL TECHNOLOGICAL UNIVERSITY College of Arts and Sciences PAGE 47
be depressed if they don’t get enough views. Other than, TikTok application maybe
Conclusions
1. Majority of the respondents are females ranging from 21-25 years old and these
entertain viewers.
3. The researchers accepted all of them which lead to the conclusion that all of
Recommendation
2. Users must use TikTok application as a stress reliever but with moderation.
3. Must accept the null hypothesis for all factors of TikTok application.
4.2 Must search more related literature about all factors in TikTok application.
References
Guo, X. W., & Guo, Y. (2018). Development of TikTok short Video Social
Guo, Q. H., & Meng, Q. L. (2018). Interactive ritual chain and value creation
Han, J.-H., & Wu, L.-S. (2017). The design and research apps centered on
the Integration of production and consumption. News and writing, 10, 4-17.
Communication Theory: Foundations, and Future (5th ed., pp. 245-304, Cao Yue
www.scholink.org/ojs/index.php/asir
Feng, L. (2014). TV media marketing research in the age of big data is based
14 (01), 55 – 76.
Jia, N. (2017). Based on Tik Tok study How to make music short social video
Wan, Y. (2017). The popularity of short video APP in the new media era --
take short video for example. People's Daily Press,17 (05), 60 - 105. Xin, W. (2007).
– 52. Xiao, Y. (2018). Study on the marketing strategy of Tik Tok application. News
Study Press, 18 (02), 43 – 47. Yi, M. (2017). Content analysis based on user
Zhi, J. (2018). Tik Tok app opens the second half of the national
entertainment era short video commercial realization test. Future Commercial Press,
18 (03), 55 52 – 65.
Zhi, N. (2018). Tik Tok opens the second half commercial realization test of
national entertainment era short video. High Education Press, 18 (11), 45-65
RIZAL TECHNOLOGICAL UNIVERSITY College of Arts and Sciences PAGE 52
I. Respondent Profile
Gender: ___male ____female
Age: ___(20 below) ___ (20-25) ___ (26 above)
Strand:____________
II. Questionnaire
Directions: Below are the different statements that can evaluate the advantages and disadvantages
of TikTok application. Rate the statement from 1-5 by checking (/) the corresponding answer.
5- Strongly Agree (SA)
4- Moderately Agree (MA)
3- Neutral (N)
2- Moderately Disagree (MD)
1- Strongly Disagree (SD)
ENTERTAINMENT 5 4 3 2 1
(SA) (MA) (N) (MD) (SD)
1.TikTok are fun to use.
2.TikTok app helps lighten up your mood.
3.TikTok app is a stress reliever.
4.TikTok app highly influenced the youth.
5.Viewers always give good feedback.
CREATIVITY 5 4 3 2 1
(SA) (MA) (N) (MD) (SD)
1.TikTok enhance your creativity.
2.TikTok improve your socialization skill.
3.TikTok develop your information in social media.
4.TikTok helps you to be fame.
5.TikTok helps you to earn money.
TRENDS 5 4 3 2 1
(SA) (MA) (N) (MD) (SD)
1.TikTok give you more follower on social media.
2.TikTok makes you viral.
3.TikTok makes you feel loved by the viewers.
4.TikTok boost your confidence.
5.Being trend affect your social status.
AWARENESS 5 4 3 2 1
(SA) (MA) (N) (MD) (SD)
1.TikTok is an addictive application.
2.Users aware to cyber-bullying.
3.Users forget to utilize their time for any important
something.
4.Users feel depress if they don’t get enough views
RIZAL TECHNOLOGICAL UNIVERSITY College of Arts and Sciences PAGE 53
DANILO BELIALBA JR
4321 Kingsbird I St. Brgy. San Juan, Cainta, Rizal
09302917623
djbelialba@gmail.com
Objective
I am seeking for company where my experience can not only improve the
status of the company but also automate the working process to the best possible
one.
Personal Data
Gender : Male
Age : 21 years old
Place of Birth : Antipolo City
Height : 173 cm.
Weight : 53 kgs.
Civil Status : Single
Religion : Christian
Citizenship : Filipino
Educational Attainment
Tertiary Education
Rizal Technology University
2019-Present
Secondary Education
San Juan National High School
Oriole St. Brgy. San Juan, Cainta, Rizal
Academic Year 2011 – 2015
Primary Education
San Francisco Elementary School
Plaza St. Brgy. San Juan, Cainta Rizal
Academic Year 2005 – 2011
RIZAL TECHNOLOGICAL UNIVERSITY College of Arts and Sciences PAGE 54
Marvelyn Carolino
330 Callejon 2 Sta. Cruz, Pasig City
09291859129
marvelyncarolino1@gmail.com
Personal Data
Gender : Female
Age : 25 years old
Date of Birth : February 2, 1995
Height : 5’0
Weight : 55 kgs.
Civil Status : Single
Religion : Iglesia Ni Cristo
Citizenship : Filipino
Educational Attainment
Tertiary Education
Rizal Technology University
2019-Present
Secondary Education
Sampaloc National High School
2007-2011
Primary Education
Samang Norte Elementary School
2001-2007
RIZAL TECHNOLOGICAL UNIVERSITY College of Arts and Sciences PAGE 55
Objective
I am seeking for company where my experience can not only improve the
status of the company but also automate the working process to the best possible
one.
Personal Data
Gender : Male
Age : 21 years old
Date of Birth : August 07, 1998
Height : 5’3
Weight : 50 kgs.
Civil Status : Single
Religion : Christian
Citizenship : Filipino
Educational Attainment
Tertiary Education
Rizal Technology University
2019-Present
Secondary Education
Maria Concepcion Cruz High School
2011-2015
Primary Education
P. Manalo Elementary School
2005-2011