The impact of TikTok as an educational tool on students' performance: A multi-group comparison of international business classes in Peru and Colombia

Pozzo D.N.; Biegelmeyer U.H.; Gomez Pedroza F.J.; Grados E.A.; Barrera M.B.; Craco T.; Fermiano Fidelis A.C. · Procedia Computer Science (2024) · DOI: 10.1016/j.procs.2024.06.124

Resumen

TikTok has lately been discussed as a potential educational tool, as students are used to the content model, which can allow, among other things, microlearning strategies and the development of communication skills. As a social media platform, TikTok enables access to current trends, therefore becoming a source for business intelligence and marketing professionals and can also be associated with theoretical and pedagogical tools to teach the subject. This study analyzes the impact of the use of TikTok as a learning tool to develop business intelligence skills by comparing student groups exposed to a more traditional approach to the subject with those who used the platform to understand, test and process market data. The sample was formed by international business students from Peru and Colombia. Results showed that TikTok significantly impacted the performance of students in groups with high experience and familiarity with the platform. However, low experience led to a negative perception and a nom significant result on students' performance.

Instituciones: Universidad Privada del Norte