Social media and social cohesion in Uganda: a case of TikTok use in Mbarara City in Uganda.

Abstract

This study examined the relationship between social media and social cohesion in Uganda, focusing on TikTok use in Mbarara City. Specifically, the study evaluated how often people consume TikTok content, assessed how they interact with TikTok content, and examined the perceived influence of TikTok on social cohesion. Guided by the uses and Gratifications Theory, the study adopted a quantitative-dominant approach supplemented by qualitative interviews. The study was conducted in Mbarara City, Western Uganda, covering the period 2020–2025. Data were collected from residents of Mbarara City using questionnaires and interviews and analyzed using descriptive statistics and thematic analysis. The findings revealed that TikTok is highly consumed among residents, particularly young people, and has become integrated into their daily routines. Respondents reported high levels of daily usage, including viewing TikTok content during work or study hours (M = 3.85), daily TikTok use (M= 3.80), late-night browsing (M = 3.75), watching content from local and international creators (M=3.70), and regularly following TikTok trends (M = 3.65). Qualitative findings confirmed that TikTok has become a major source of entertainment, information sharing, cultural exchange, and social interaction among residents of Mbarara City. The study further established that people in Mbarara City interact actively with TikTok content through viewing, liking, commenting, sharing, creating videos, and participating in trends. High interaction levels were reflected in mean scores for spending more than one hour per day on TikTok (M = 4.00), opening the application multiple times daily (M=3.85), engaging with local and international creators (M = 3.70), and watching videos during social gatherings (M = 3.60). Regarding social cohesion, respondents perceived TikTok as having both positive and negative influences. The platform was viewed as helping people feel more connected (M = 3.50), promoting understanding among different social groups (M = 3.04). However, respondents were less convinced that TikTok encourages community participation (M = 2.30), while many agreed that it can sometimes cause conflicts or disagreements within the community (M= 3.77). The overall positive influence of TikTok on social cohesion recorded a moderate meanscore (M = 2.94). The study concludes that TikTok plays a significant role in strengthening social connectedness, cultural identity, and communication among residents of Mbarara City, although its contribution to active community participation remains limited and is moderated by risks associated with misinformation and online conflicts. The study recommends promoting digital literacy, responsible social media usage, ethical content creation, and constructive online engagement to maximize the positive contribution of TikTok to social cohesion in Mbarara City and Uganda at large.