Citation

Abdullah, Suhaila and Shamsudin, Sarimah (2026) TikTok-Based Learning via Move Analysis: Implications for Teaching, Learning, and Digital Entrepreneurship. In: 9th International Conference on Education and Multimedia Technology, ICEMT 2025, 29 July 2025 - 1 August 2025, Osaka.

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Abstract

The rise of short-form videos on TikTok has revolutionised digital entrepreneurship, creating a dynamic landscape of brand interaction and customer engagement. This study seeks to investigate TikTok’s effectiveness as an educational instrument by analysing the rhetorical moves employed by Malaysian entrepreneurial influencers to convince audiences and promote products. The study used move analysis as a research tool to compare three TikTok videos from a food-related entrepreneurial influencer and three from a beauty/lifestyle-related entrepreneurial influencer. The findings reveal a five-move and step rhetorical strategy, but the execution varies according to the content type. These findings enhance the understanding of digital entrepreneurship and digital genres by elucidating the function of short-form video material as a promotional genre. The study offers insights into social media entrepreneurship education by illustrating how TikTok may serve as an educational instrument for teaching content strategy creation.

Item Type:	Conference or Workshop Item (Paper)
Uncontrolled Keywords:	TikTok, Social Media, Digital Entrepreneurship,
Subjects:	L Education > LC Special aspects of education
Divisions:	Learning Institute for Empowerment (LiFE)
Depositing User:	Ms Rosnani Abd Wahab
Date Deposited:	05 Jun 2026 04:00
Last Modified:	08 Jun 2026 09:26
URII:	http://shdl.mmu.edu.my/id/eprint/16002

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