| Abstract |
This research aims to explore the intensity of TikTok usage among adolescent girls in Egypt, then examine the relationship between the intensity of this usage and the level of aspirations among the adolescent audience. It also investigates the impact of several factors, including the level of expectations among adolescent girls in Egypt while using TikTok, the level of attention paid by these girls during usage, their motives for using TikTok, their perception of the realism of the content on TikTok, their awareness of the use of costly signals on the platform, the level of gender bias among the girls, and the demographic variables of the study sample, and how these factors affect this relationship.
This study is descriptive research, focusing on describing a specific phenomenon— Adolescent Girls Use of Tik Tok Application on the Internet in Egypt and its Relation to their level of Aspirations. The research used a survey method with both a descriptive aspect, through answering the research questions that describe its variables, and an analytical aspect, through testing the study hypotheses that aim to analyze the relationships between the variables. A questionnaire was distributed to a sample of 400 adolescent users of TikTok on the internet.
The findings of the research showed a correlation between the intensity of TikTok use among adolescent girls in Egypt and their level of aspirations. This relationship was found to be positive and statistically significant. Additionally, several variables were found to strengthen the positive relationship between TikTok usage intensity and the aspirations of the girls. These variables include the ritualistic motives for using the platform, the level of expectations during usage, educational level, the environment of the respondents, age, their awareness of costly signals on TikTok, gender bias, and the level of attention during app usage. Excluding the effects of these variables weakened the relationship between the two mentioned variables. The impact of the economic and social level also weakened this positive relationship, and excluding these variables reinforced the relationship between the two variables.
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