Nurul Najwa Shahirah Binti AyubSiti Suriani Othman2024-09-242024-09-242024Muhammad Raqib Mohd Sofian, Siti Suriani Othman, Safiyyah Sabri, Osama Kanaker, & Ihab Ahmed Ra’uf Awais (Eds.). (2024). In 4th International Conference on Islam, Media and Communication (ICIMac 2024) (pp. 1–501).e-ISBN : 9789672614722https://oarep.usim.edu.my/handle/123456789/22890E-Proceeding of 4th International Conference on Islam, Media and Communication (ICIMac 2024): “Communication & Digitisation in Madani Society”/ Muhammad Raqib Mohd Sofian, , Siti Suriani Othman, Safiyyah Sabri, Osama Kanaker & Ihab Ahmed Ra’uf Awais. 5th March 2024 Organized by : Faculty of Leadership & ManagementThis study examines the effect of TikTok as edutainment on University Sains Islam Malaysia (USIM) students. With the increasing popularity of TikTok as a social media platform, there is a growing interest in exploring its potential as an educational tool. The objective of this research is to understand how TikTok usage for educational purposes influences USIM students' academic performance, engagement, and knowledge retention. The research adopts a qualitative method. The qualitative component utilizes interviews and focus groups to gain a deeper understanding of students' experiences, perceptions, and suggestions regarding the use of TikTok as edutainment. In the interviews, lecturers will share their personal insights on how TikTok impacts their experience, recommendations, and limitations. Focus groups will foster interactive discussions among students, allowing for the exploration of diverse viewpoints and experiences related to TikTok's educational use. The findings of this study will contribute to a comprehensive understanding of the effect of TikTok as edutainment on USIM students. The research is expected to reveal insights into the relationship between TikTok usage and students' academic performance, engagement, and knowledge retention. The outcomes of this study will inform educators, policymakers, and educational institutions about the potential of TikTok as an educational tool. These findings will assist in the development of guidelines and best practices for integrating TikTok into USIM's educational practices, ensuring the responsible and effective implementation of TikTok as edutainment. By comprehending the impact of using TikTok, USIM can enhance its teaching and learning strategies, ultimately enriching the educational experiences of its students.en-USTikTokedutainmentacademic performance. student engagementknowledge retentionand qualitative researchtext::conference output::conference proceedings::conference paper