Escapism, motivation and identity in Malaysian generation Z’s engagement with TikTok hashtag trends

This study aimed to explore how escapism motivates Generation Z’s participation in TikTok hashtag trends and shapes their online identity, addressing a research gap on TikTok’s role beyond entertainment as a sociocultural space for engagement and self-representation. However, this study does not focus on any specific hashtag, trend, or challenge. Instead, it examines content surfaced through TikTok’s For You Page (FYP), reflects how Gen Z users typically discover, interpret, and engage with trends through algorithmic recommendation rather than intentional search. The study adopts a qualitative phenomenological design to capture users’ lived experiences and meanings associated with TikTok engagement guided by the Uses and Gratifications Theory (UGT) and Social Identity Theory (SIT). Data were collected through semi-structured interviews with 12 Malaysian Gen Z TikTok users selected via purposive sampling, complemented by online observation of publicly accessible trending videos. The data were analysed using thematic analysis to identify recurring patterns related to motivation, engagement, and identity expression. The findings revealed three (3) key themes are (i) escapism, (ii) fear of missing out (FOMO), and (iii) digital immersion. These themes demonstrate that TikTok functions both as a space for temporary disengagement from daily routines and as a platform for visibility, self-presentation, and social belonging. TikTok hashtag trends operate as sociocultural instruments that shape shared practices, reinforce peer norms, and sustain engagement within an algorithm-driven media environment. This study contributes to existing literature by offering a localised qualitative perspective on TikTok use among Malaysian Gen Z and by integrating motivational and identity-based explanations of trend participation. Future research is encouraged to expand demographic diversity, conduct cross-cultural comparisons, and employ longitudinal or mixed-method approaches to further examine evolving engagement patterns and platform-driven participation over time.