Students’ Behaviours and Perceptions of Using the TikTok Application

This study investigates university students’ behaviours and perceptions towards the use of TikTok as a learning tool in the context of business administration education. A quantitative research design was employed, using a self-administered questionnaire distributed to 203 students enrolled in a negotiation course. The findings indicate that the majority of respondents were experienced TikTok users, with over 75% using the platform for more than 12 months and 76.4% using it daily. Most students recognised TikTok as a beneficial educational resource, with 95.1% perceiving it as valuable for academic purposes and 90.1% acknowledging its contribution to enhancing knowledge in business administration. The study also revealed a high level of interest in incorporating TikTok into higher education, although current integration by instructors remains limited. These findings highlight the platform’s potential as a supplementary instructional tool that fosters engagement and informal learning. Recommendations include institutional support for social media integration and professional development for educators to utilise TikTok effectively in business education.