UNDERSTANDING ESCAPISM AS A KEY MOTIVATION BEHIND GENERATION Z’S ENGAGEMENT IN TIKTOK HASHTAG TRENDS
DOI:
https://doi.org/10.55197/qjssh.v7si1.1193Keywords:
TikTok, Generation Z (Gen Z), escapism, motivation, hashtag trendsAbstract
This study explores the motivations driving Generation Z’s engagement with TikTok hashtag trends in Malaysia, with a particular focus on escapism as a key psychological and social factor. Rather than analyzing specific hashtags, the study examines content appearing on the platform’s “For You Page” (FYP), where algorithmic exposure encourages spontaneous engagement and interaction. It investigates how TikTok functions as a digital escape from societal, academic, and personal pressures, while simultaneously enabling self-expression and identity construction within online communities. A qualitative phenomenological approach was adopted, combining semi-structured interviews with digital ethnographic observations of Malaysian Gen Z users actively participating in TikTok hashtag trends. Purposive sampling guided informant selection, and data were thematically analyzed and saturated using NVivo 14 software. Grounded in Uses and Gratifications Theory (UGT) and Social Identity Theory (SIT), the findings revealed four key themes: Theme 1: Trends Virality; Theme 2: Fear of Missing Out; Theme 3: Self-Representation and Alternate Identity and Theme 4: Algorithm Exposure and Digital Immersion. The analysis indicates that while TikTok provides avenues for creativity, self-expression, and emotional regulation, it simultaneously fosters social pressure to remain visible and relevant within fast-moving trends. Overall, the study concludes that TikTok operates as a dual-purpose platform that serves as both a coping mechanism for emotional relief and a space for online identity negotiation. These insights hold implications for educators, mental health professionals, and digital policymakers, helping them understand and support healthier digital engagement among young adults in Malaysia.
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Copyright (c) 2026 MIERA SYAFIERA RAZEMI, TENGKU ELENA TENGKU MAHAMAD, YUSLINDA MAT YASSIN
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