The effectiveness of content creators in spreading awareness / Yusha Irdina Shareeman … [et al.]

As content creators increasingly shape user behaviour and online discourse, particularly with the explosive growth of platforms like TikTok, understanding their capacity to inspire positive behaviours and attitudes is crucial. This study is to measure the level of effectiveness and acceptance of content creators in spreading positive influence on users via TikTok. A sample of 400 respondents from Malaysia participated in the study. Employing a quantitative approach, researchers have distributed an online questionnaire via Google Forms to gather objective and measurable data on users' perceptions. The researchers are using a scale of 4 in regards to agree and disagree. Therefore, the findings, in line with the effectiveness of the research, with (m=3. 3) while the level of acceptance is (m=3. 3), reveal that TikTok users have a consensus on the effectiveness of content creators in sharing positive impacts. This implies that content creators have a major influence on the users’ experiences and engagements on the platform and may be able to change society for the better. More research into the details of these mechanisms and the content that these creators use could be beneficial for both academics and practitioners in the field of social media influence and digital communication.