RISE OF SHORT FORM VIDEO CONTENT IN TIKTOK AND ITS IMPLICATIONS ON MEDIA CONSUMPTION AS PERCEIVED BY SELECTED COLLEGE STUDENTS OF MANUEL S. ENVERGA UNIVERSITY FOUNDATION

This study aimed to determine the implication of the rise of short form video content in social media on the media consumption of millennials. It specifically seekef to identify their media consumption behavior in terms of types of media consumed, as well as the frequency and length of consumption. It also seeked to determine the respondents’ level of exposure to short form video content and the perceived implications of the rise of short form video content. The study utilized the descriptive type of research using quantitative approach to assess the nature and conditions of the study by determining and evaluating the implications of the rise of short form video. 100 students from Manuel S. Enverga University were asked to participate in data gathering. The questionnaire was administered online to gather data for the study. Frequency, percentage, and weighted mean were used as statistical treatment.