Visual Form, Video Duration, and Communication Behavior of TikTok Content on Increasing Generation Z's Knowledge of Urban Farming

Urban Farm DB summary

An experimental study conducted in Denpasar City with 96 students showed that the visual form, video duration, and language style of TikTok content increased Generation Z's knowledge of urban farming. Specifically, content combining a long-duration graphic visual form with a conversational language style resulted in the highest knowledge increase. Personal characteristics did not correlate with knowledge increase, but communication behavior, namely exposure to communication media, correlated with knowledge increase.