THE IMPACT OF TIKTOK ON STUDENTS’ ACEDEMIC PERFORMANCE IN HANOI, VIETNAM: A STUDY ON SOCIAL MEDIA INFLUENCE

This study examines the impact of TikTok on university students’ academic performance in Hanoi, focusing on the roles of Perceived Usefulness (PU), Perceived Ease of Use (PE), and Content Richness (CR). Using a quantitative approach, data were collected from 329 students through a structured survey conducted between January 2024 and January 2025. The Technology Acceptance Model (TAM) framework guided the analysis, with multiple linear regression revealing that PU (β = 0.287), PE (β = 0.182), and CR (β = 0.384) significantly enhance learning performance, explaining 57.7% of the variance. Content Richness emerged as the most influential factor, highlighting the importance of diverse and engaging educational content on TikTok. The findings underscore TikTok’s potential as a supplementary learning tool, though challenges such as distraction risks remain. Recommendations include developing curated educational content, enhancing platform usability, and fostering collaborations with academic institutions to improve content quality. This study contributes to the growing literature on social media in education, offering practical insights for optimizing TikTok’s role in higher education while calling for further longitudinal research to explore its long-term effects.