The Impact of Social Media Content on Academic Performance: A Study of TikTok Users in University Students in Beijing, China

TikTok has gained significant popularity and broad adoption among young people and Generation Z, making it one of the most popular applications globally. The incessant popularity of TikTok among young adults has manifested concerns regarding its influence on learning outcomes. Hence, this study investigates the impact of TikTok usage on the academic performance of university students in Beijing, China. Herein, the self-regulated learning theory has been incorporated along with the inclusion of key factors like “usage intensity”, “content type exposure”, “multitasking ability”, “cognitive load”, “self-control”, “self-regulated learning”, and “academic performance”, based on which the research model has been developed. With the integration of a quantitative research design, from a population of 80000 spanning across reputable institutions in Beijing, a sample size of 381 students has been included. Following a primary data collection method, several statistical analyses have been conducted with the help of the SmartPLS software. The findings highlight the complex relationship between social media engagement and educational achievement, emphasising the need for mindful usage and digital literacy among students. This study contributes valuable insights for educators, policymakers, and parents aiming to balance technology use with academic excellence in today’s digital age.