EXPLORING TIKTOK INFLUENCERS IMPACT ON PAKISTANI YOUTH: A SENTIMENT ANALYSIS
PDF

Keywords

Artificial intelligence
Pakistani youth
sentiment analysis
social media
TikTok influencers

How to Cite

Siddiq, S. (2023). EXPLORING TIKTOK INFLUENCERS IMPACT ON PAKISTANI YOUTH: A SENTIMENT ANALYSIS. Journal of Social Sciences and Humanities, 62(2), 47–60. Retrieved from https://www.jsshuok.com/oj/index.php/jssh/article/view/698
Share |

Abstract

The present study delves into the sentiment analysis of Pakistani youth towards TikTok influencers, employing a mixed-methods research design. The data for the present study was collected using a questionnaire consisting of both open-ended and closed-ended items. The data was collected from Pakistani youth ranging from 15 to 30 years of age (timespan was from February 2023 to September 2023). The sample of the study were 300 Pakistani youth, comprising 41.1% males and 58.9% females. Statistical Package for Social Sciences (SPSS-v20) was employed for descriptive statistics and Chi-Square test on quantitative data. While for sentiment analysis of qualitative data Azure Machine Learning add-on was used in Microsoft Excel for polarity categorization of sentiments. Chi-Square statistics revealed that the relationship between age group and following TikTok influencers was statistically significant (p=0.010) while there was no significant correlation between gender and following TikTok influencers (p= 0.421). While the qualitative analysis of the data i.e., content analysis revealed a wide spectrum of emotions and sentiments among the respondents, showcasing a varied significance of the TikTok influencers in shaping their thoughts, perceptions, and worldviews. The study offers both qualitative and quantitative insights to inform ongoing research in the realm of digital culture.

PDF
Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

Copyright (c) 2023 Sadaf Siddiq

Metrics

Metrics Loading ...