University of Twente Student Theses
Understanding the impact of ADHD mental health awareness content on TikTok : A study on Generation Z
Pirtakhiia, Viktoriia (2024) Understanding the impact of ADHD mental health awareness content on TikTok : A study on Generation Z.
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| Abstract: | This study examines the impact of ADHD mental health awareness content on TikTok on the emotional and empathetic responses of Generation Z individuals. Utilising Russell’s Circumplex Model of Affect, it explores how emotional valence (positive vs. negative) and arousal (high vs. low) influence these responses. Four TikTok videos were created, representing different combinations of valence and arousal, to evaluate emotional and empathetic responses and understand how various digital campaign strategies might affect perceptions of ADHD awareness content. A total of 120 participants, aged 18 to 27, were randomly assigned to view one of the four videos. Their responses were measured using a Likert scale survey. Results indicated that positive valence content elicited strong emotional responses but did not trigger empathetic responses, and arousal levels did not significantly impact either type of response. These findings highlight the effectiveness of emotionally evocative content and emphasize the importance of positive messages in engaging Generation Z in digital mental health campaigns. This study contributes to understanding social media’s role in mental health advocacy, emphasizing TikTok’s persuasive potential to elicit emotional and empathetic responses. Future research should explore these dynamics across other mental health topics and diverse populations to enhance digital mental health advocacy effectiveness. |
| Item Type: | Essay (Bachelor) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 05 communication studies |
| Programme: | Communication Studies BSc (56615) |
| Link to this item: | https://purl.utwente.nl/essays/100535 |
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