Factor analysis of digital storytelling on Tiktok affected to media exposure and utilization during the COVID-19 pandemic

Abstract

The purpose of this research was to analyze and confirmatory the factors of digital storytelling on TikTok that influence media exposure and utilization during the COVID-19 pandemic. A random sample of 500 undergraduates between the ages of 18 and 25 who have used or have a TikTok account and have been exposed to information on the COVID-19 pandemic were studied using a quantitative research method. The findings revealed that digital storytelling on TikTok consists of five factors: 1) story, 2) multimedia, 3) sound presentation, 4) photo and duration, and 5) official storytellers. The digital storytelling model on TikTok is adequate and consistent with empirical data (x² = 1301.454, df = 462, x²/ df = 2.817, GFI = 0.941, AGFI = 0.920, SRMR = 0.038, RMSEA = 0.078, CFI = 0.961). During the COVID-19 pandemic, the story and multimedia factors had the highest impact on undergraduate students' media exposure, while the story, photo, and duration factors had the biggest impact on undergraduate students' news utilization. Moreover, the research revealed that there is a correlation between the media exposure and utilization of undergraduate students during the COVID-19 pandemic.