INFLUENCE OF TIKTOK CONTENTS ON MUSIC, DANCE AND DRESS TRENDS AMONG YOUTHS IN ENUGU METROPOLIS

This study explores the influence of TikTok content on music, dance, and fashion trends among Nigerian youths, with a specific focus on undergraduates in the Enugu metropolis. Against the backdrop of TikTok's growing cultural relevance and algorithm-driven virality, the study investigates how exposure to the platform shapes youth preferences, behavior, and identity. Grounded in Cultivation Theory and the Two-Step Flow Theory, the research adopted a descriptive survey design, targeting a sample of 367 students from Godfrey Okoye University and the University of Nigeria, Enugu Campus. Data were collected through structured questionnaires and analyzed using descriptive statistics, particularly mean scores. Findings reveal high levels of exposure to TikTok trends, with respondents frequently discovering, engaging with, and replicating music, dance, and fashion content. Music trends on the platform significantly influence song popularity and youth listening habits, while dance challenges promote creative expression and cultural adaptation. Fashion content fosters trend imitation, peer influence, and purchasing behavior, reflecting TikTok’s role as a fashion catalyst. The study concludes that TikTok is not only a site of entertainment but a cultural engine driving trend adoption and identity negotiation among youths. Recommendations include digital literacy initiatives and policy frameworks to support responsible content creation and cultural preservation.