In this research, we explored how different variables influence the user experience in the TikTok social media channel. The engagement of the users in giving meaningful feedback to the posts was the main variable being observed. This is important because in several business-to-business and business-to-consumer applications the companies are interested in using meaningful feedback from the users to improve their products, be it a tangible device or a media product. So, instead of focusing on getting more followers, in situations like that, it is more important the kind of feedback received from the users. In this research, a mixed methods approach was applied. Joining the quantitative results with the insights from the qualitative part of the research, it is possible to conclude that the algorithm used by TikTok to define the content in the timelines has a bigger influence on engagement than the kind of content. To achieve the desired result of an increase in the number and quality of feedback by the viewers, it was found that being more direct can produce interesting increases. The posts where the viewers were asked to comment and reply with a certain answer have the most comments. In some instances, the increase is almost 300% more when comparing it to the average amount of comments. Most interviewees also stated that they would love to help out and would provide meaningful feedback if this was directly asked. The same goes for Q&A’s and interaction-based posts.
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This quasi-experimental study examines the effect of short instruction videos on students’ business statistics learning. Two hundred and thirty-one Dutch students attended 6-week online seminars on Business Statistics. One hundred and nineteen students were in an experimental group, and 112 in a control group. Students in the experimental group watched short instructional videos and studied online quizzes at their own pace. In the control group, students followed teachers’ instructions throughout the seminars. It was found students watching short videos significantly outperformed those following teachers’ virtual instruction. Short videos were especially useful for those who were good at math. The research sheds light on the design of hybrid learning, particularly for business statistics education at the university level.
