Audience Perception on the Use of TikTok in Promoting Gospel Music

Abstract

This research examines how audiences perceive the incorporation of TikTok in the gospel music genre. Utilizing a descriptive research design and survey method, the study gathered responses from 190 students at Yaba College of Technology to assess reactions, preferences, and insights regarding TikTok as a promotional platform for gospel music. Findings indicate that TikTok significantly facilitates the consumption and sharing of gospel music among students, with many actively engaging with content and creators. However, the impact on spiritual and emotional well-being varies among respondents. The study highlights TikTok’s potential as an effective tool for gospel music promotion while identifying opportunities to enhance content visibility and community engagement on the platform.