THE EXISTENTIAL PATH OF PAKISTANI TIKTOKERS: A QUALITATIVE INVESTIGATION GROUNDED IN MASLOW'S HIERARCHY OF NEEDS

Abstract

This phenomenological study seeks to understand the existential journey of Pakistani Tiktokers, emphasizing their lived experiences within the framework of Maslow's Hierarchy of Needs. Employing purposive sampling, adult participants were selected to represent a specific age range. In-depth, semi-structured interviews were conducted, and the data underwent iterative analysis using theoretical coding grounded in the phenomenological approach. The central theme that emerged from the data was the "Impact of Social Media on the Life of Tiktokers," encompassing two superordinate themes aligned with Maslow's Hierarchy of Needs: Belongingness and Love Needs and Self-Fulfillment Needs. The subordinate theme within Belongingness and Love Needs comprised codes such as "Sense of Belongingness" and "Wish to Expand Social Network." The second superordinate theme, Self-Fulfillment Needs, included the subordinate theme of Self-Actualization, with codes like "Career Building," "Creative Activities," "Financial Needs," and "Identity Creation." The findings of this study may have implications for designing interventions aimed at promoting positive mental health outcomes on social media platforms. Understanding how TikTok contributes to existential needs can inform strategies to enhance the well-being of users. This study contributes to the existing literature by deepening our understanding of the impact of social media on individuals in an increasingly interconnected and technologically advanced global society. As social media platforms, particularly TikTok, continue to play a pivotal role in satisfying basic, physical, and growth needs, this research sheds light on the evolving dynamics of online platforms.