The Technological Affordances of TikTok Shaping Usability and Engagement among Young Adults: The Case of University of Nairobi Students

TikTok has emerged as an intriguing social media application that attracts usage especially among young users. There has also been growing research in media effects, especially with an increasing scrutiny on emerging technologies such as algorithm-driven social media applications pointing to a need for a critical look at nuanced ways in which technological affordances are enhancing the usability and engagement on social media. This study made use of the Affordance Theory and the Uses and Gratifications 2.0 framework, which is also referred to as the MAIN model, to analyze the technological affordances of TikTok that enhance its usability and engagement among young adults in Kenya using the University of Nairobi as the case study. The study was guided by the question; what are the key technological affordances of TikTok that enhance its usability and engagement among young adults? The study used the explanatory sequential design. An online survey and Key Informant Interviews (KIIs) were used to collect data. Quantitative data was analyzed descriptively using percentages, means and standard deviations while qualitative data was analyzed thematically. The study found that the key technological affordances that enhance its usability among young adults include: its user-friendly interface characterized by its ease of use and access to content; the easy-to use and appealing video creation tools; the interactivity facilitated by the initiating and the maintaining of direct engagement between users through the FYP; community and trends as well as measurement.