Uses and Gratifications of TikTok Among Nigerian University Students: A Multi-Campus Study

This study applies uses and gratifications theory to examine the motivations for TikTok use and the gratifications obtained by Nigerian university students, providing original empirical evidence for a theoretically underexplored platform in the African context. TikTok's rapid growth in Nigerian university communities raises questions about what needs it serves, how these differ from other social media platforms, and what psychological and social gratifications sustain its use. This study uses a multi-campus survey design, collecting data from 520 students at University of Lagos (South West), Ahmadu Bello University Zaria (North West), University of Nigeria Nsukka (South East), and University of Maiduguri (North East). A validated uses and gratifications measurement instrument assesses 12 distinct motive categories. Factor analysis reduces motivations to interpretable dimensions. Gratification obtained scores are compared with gratification sought scores to identify fulfilment gaps. The relationship between specific motivations and usage patterns, platform loyalty, and wellbeing effects is examined. Findings reveal that entertainment, social connection, creative self-expression, and information-seeking are the four primary TikTok use motivations across all campuses. A significant fifth motive unique to Nigerian students, defined as cultural bridging through Nigerian content creators, emerges from the data. TikTok outperforms Instagram and Twitter in gratifying entertainment and creative expression needs. Addictive use patterns are associated with social comparison gratification-seeking. Campus context moderates motivational profiles, with Maiduguri students showing stronger information-seeking motivations. The study contributes an original Nigerian uses and gratifications dataset and theoretical refinement for TikTok use in a non-Western context.

Keywords: uses and gratifications, TikTok, Nigerian university students, social media, platform motivations.