A THEORY OF REASONED ACTION APPROACH TO UNDERSTANDING THE INFLUENCE OF TIKTOK TRENDS ON YOUTH IN MALAYSIA

Abstract

This study examines the influence of TikTok trends on the attitudes, behaviours, and subjective norms of Malaysian youth. As TikTok's user base among youth continues to expand, it has become a significant platform for the dissemination of trends that shape both individual and cultural standards. In addition, TikTok users face challenges such as cyberbullying, exposure to harmful behavior, information privacy breaches, and the presence of harmful communities. These have been associated with higher rates of body image dissatisfaction, sadness, eating disorders, and anxiety. The study employs the Theory of Reasoned Action to explore the young users’ engagement with TikTok trends and the subsequent changes in their social attitudes and personal behaviours. Data were collected through one-to-one interviews with 12 participants from six regions in Malaysia and analysed using thematic analysis. The results indicate that exposure to viral content encourages individuals to adopt new behaviours aligned with popular culture while fostering a sense of connection and belonging. The study also highlights the importance of subjective norms, demonstrating how perceptions of friends' actions influence personal decisions. The findings of this study carry significant implications for educators, policymakers, and content creators. Educators can utilise the popularity of TikTok as a pedagogical tool by adapting the formats to design interactive learning to resonate with youth media practices. For policymakers to address the algorithmic amplification of potentially harmful content and support the creation of safer online environments by developing digital well-being campaigns.