TikTok’s creator economy is redefining early career choices among Filipino graduates who increasingly view content creation as a legitimate livelihood. Yet, the interest in online fame and flexible income contrasts sharply with fears of instability, algorithmic dependency, and short career lifespan. Therefore, this study employed the Push–Pull–Mooring (PPM) framework to examine factors influencing graduates’ intentions to shift from corporate work to TikTok-based careers. Using a quantitative design with 202 respondents from the National Capital Region, findings reveal that job dissatisfaction (β = 0.25) pushes graduates away from corporate jobs, while peer and social-media influence (β = 0.36) pulls them toward TikTok. Perceived stability (β = −0.43) significantly deters switching, which shows that social validation outweighs financial motives. Future works of this study should explore cross-platform comparisons and how educational and organizational systems can respond to the growing appeal of TikTok-based work.
Published in: 3rd GCC International Conference on Industrial Engineering and Operations Management, Tabuk, Saudi Arabia
Publisher: IEOM Society International
Date of Conference: February 2
-4
, 2026
ISBN: 979-8-3507-6175-7
ISSN/E-ISSN: 2169-8767