The Role of Tiktok Influencers in Shaping the Climber Lifestyle of University Students in the Digital Era

Abstract

The development of social media, particularly TikTok has shaped the norms, identities and lifestyles of younger generations, positioning TikTok influencers as agents of digital socialization who may influence university students’ tendencies toward a climber lifestyle through processes of imitation and social comparison. This study aims to analyze the role of TikTok influencers in shaping the climber lifestyle among university students in the digital era by examining forms of influencer impact, the mechanisms through which the climber lifestyle develops and its implications for academic, economic and lifestyle domains. The study adopts a qualitative descriptive–interpretive design using structured interviews with 20 student informants (10 male, 10 female and aged 20–27) selected via purposive sampling, the data were transcribed verbatim and analyzed using Thematic Analysis. The findings reveal three main themes: (i) the academic domain : influencer content can enhance learning motivation and interest through concise and inspiring video formats, yet it may also encourage short term engagement and superficial learning if use is not well controlled; (ii) the economic domain : product promotions, discounts and trust in influencers trigger tendencies toward impulsive purchasing driven by Fear of Missing Out (FOMO), thereby influencing students’ spending patterns; and (iii) the lifestyle domain : there is a tendency to emulate fashion, appearance and symbols of luxury to “appear comparable” in digital spaces, reflecting identity construction based on curated realities and continuous social comparison. Conceptually, the findings indicate a flow of influence that begins with exposure to influencer content followed by processes of social comparison the reinforcement of FOMO and ultimately translates into behavioral changes with implications for students’ academic, economic and lifestyle dimensions. Overall, TikTok influencers play a multidimensional role with a dual-edged impact, potentially supporting academic motivation while simultaneously reinforcing status pressure, materialism and impulsive consumption therefore, strengthening critical digital literacy, screen-time management and financial and psychosocial well-being education is necessary to minimize risks and maximize the benefits of TikTok use among university students.