Attitudes of Algerian Students Towards TikTok Influencer Videos: A Field Study on Media and Communications Students at Batna 1 University

Abstract

This study aims to understand the attitudes of Algerian university students when it comes to Algerian social media content; particularly, videos posted by influencers on TikTok. It highlights TikTok usage patterns, motivations for following certain influencers, and also seeks to evaluate the latter’s content. For the sake of accuracy, the study employed a sample survey method, suitable for audience studies. A purposive sample of 70 Media and Communication students who actively follow TikTok and Algerian influencers was selected. Data was collected using an online questionnaire. Post-analysis, the following conclusions were reached:

• Students occasionally consume TikTok content for one to two hours on a daily basis due to the nature of content itself.
• Content from Algerian influencers is preferred due to shared language, customs, and traditions.
• Students perceive this content as negative and disrespectful to social etiquette and norms.