<![CDATA[This study examines the role of self-love content on TikTok in shaping self-identity, self-awareness, motivation, and behavioral outcomes among Generation Z in Manggala District, Makassar City. Using a qualitative descriptive approach, data were collected through in-depth interviews, observation, and documentation involving ten active TikTok users selected through purposive sampling. The findings reveal that self-love content contributes positively to self-awareness, self-acceptance, confidence, motivation, and self-care practices. Participants reported becoming more reflective about their emotions, personal values, and life goals after repeated exposure to self-love narratives. However, the findings also indicate potential negative consequences, including social comparison and emotional dependence on digital validation. The novelty of this study lies in its exploration of self-love content as an algorithmically mediated mechanism that influences both psychological development and behavioral transformation. The study highlights the importance of promoting digital literacy and critical content engagement to maximize the benefits of self-love content while minimizing its potential risks for young social media users.]]>
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