Enhancing quality content on social media for online education: Use of TikTok to learn statistical methods in Market Research

TikTok, a dynamic social media platform, can effectively serve teaching-learning purposes through versatile and engaging audiovisual content. Despite various discussions on social media's impact in different contexts, there is a research gap in analyzing its educational value from a student's perspective, especially in Latin America. This study introduces 'Statistical Methods Tokers,' a strategy designed for teaching statistical methods in Market Research II at a private university in Peru. The strategy involved 476 students from August 2020 to December 2024. The results revealed that motivating students to use social media as an educational tool encourages dynamic and creative learning, with students having an active role in their learning.