The Impact of TikTok on Youth Decision-Making and Behavioral Patterns:  A Study of Social Influence, Media Consumption, and Lifestyle Choices Among Young Users

Dr. Sadaf Irtaza; Shumaisa khan

doi:10.5281/zenodo.19599177

Authors

Dr. Sadaf Irtaza Assistant Professor, Department of Media Studies, University of Balochistan, Quetta
Shumaisa khan BS Mass Communication IMCGPG F7-4 ISLAMABAD

DOI:

https://doi.org/10.5281/zenodo.19599177

Keywords:

TikTok, youth behavior, decision-making, influencers, social media impact, lifestyle choices, media literacy

Abstract

TikTok has rapidly become one of the most influential social media platforms among young people, affecting not only how they spend their time but also their decisions, habits, and social interactions. Drawing on Social Learning Theory (Bandura, 1977), Uses and Gratifications Theory (Katz, Blumler, & Gurevitch, 1973), and insights from Decision-Making Theory (Valkenburg & Peter, 2011). This study explores how TikTok influences youth behavior and decision-making. Using a mixed-method approach, data were collected from 50 participants through a 30-item close-ended survey and five open-ended questions. Findings indicate that TikTok significantly impacts lifestyle choices, including fashion, hobbies, leisure activities, and spending patterns. Influencers were found to play a pivotal role in shaping preferences, self-perception, and peer interactions. While the platform fosters creativity, learning, and social engagement, it also contributes to distractions, altered routines, sleep disturbances, and social comparison-related stress. Open-ended responses revealed that some behavioral changes occur subconsciously, while others are a direct result of engagement with trending content and challenges. The study highlights TikTok’s dual role as both an educational and recreational tool and underscores the importance of media literacy, critical thinking, and responsible usage. Recommendations for parents, educators, and policymakers focus on promoting positive content, guiding healthy screen time, and supporting youth in balancing social media engagement with academic and personal responsibilities.

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