The increasing popularity of TikTok has transformed social media participation by integrating content creation with monetization opportunities. While these opportunities promote digital entrepreneurship, concerns have emerged regarding their influence on content creation, objectification, and the psychological well-being of female users. This study examined TikTok use, monetization, and objectification among female undergraduates in Anambra State, Nigeria. Specifically, it investigated the underlying motives for TikTok use, examined the influence of monetization on content creation practices, assessed the extent to which monetized TikTok content contributes to objectification, and explored its perceived social and psychological effects. The study adopted a descriptive survey research design and was anchored on the Uses and Gratifications Theory and Objectification Theory. Data were collected from 325 female undergraduates selected through a multistage sampling technique from three universities representing the federal, state, and mission university categories in Anambra State. A structured questionnaire served as the instrument for data collection, while weighted mean and standard deviation were used for data analysis. The findings revealed that female undergraduates primarily use TikTok for entertainment, creativity, learning, social interaction, and social recognition. Monetization was found to significantly influence content creation practices by encouraging increased content production, audience engagement, and posting consistency for financial rewards. The study further established that monetized TikTok content contributes to the objectification of female undergraduates by promoting appearance-oriented self-presentation and emphasizing physical attractiveness over competence. Respondents also perceived that monetized TikTok content has significant social and psychological effects, including body image concerns, reduced self-esteem, psychological pressure, emotional discomfort, and altered self-perception. The study concludes that while TikTok provides valuable opportunities for creativity and income generation, its monetization ecosystem may inadvertently reinforce appearance-based evaluation and objectification. It recommends strengthening digital media literacy and promoting platform policies that reward creativity, originality, and educational value over appearance-driven engagement.
Keywords: TikTok, monetization, objectification, female undergraduates, content creation, body image, Anambra State.
Abbreviations: AI – Artificial Intelligence; SD – Standard Deviation; UGT – Uses and Gratifications Theory.
