TikTok as a tool for high education

Social media are present in the personal, social, and professional lives of new college students. TikTok is the most used social network, however, little is known about the results of the use of TikTok as a teaching resource, especially in marketing. The purpose of this research is to study the pedagogical potential of using TikTok in marketing teaching. The sample consisted of 971 first-year students of the introductory marketing course. A four-group experimental design was implemented, with measurement at the beginning and end of the course and a control group in each case. The analysis was carried out using differences in differences. We found significant differences in motivation, academic performance, perceived performance, and student satisfaction with the subject, in teamwork competence and in satisfaction with collaborative learning. These results have important contributions for the teaching of marketing using social media.