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Table of Contents 1.0 Introduction............................................................................................................................. 6 1.1 Background..........................................................................................................................................6 1.2 Problem................................................................................................................................................7 1.3 Purpose ................................................................................................................................................7 1.4 Research Questions..............................................................................................................................8 1.5 Delimitation .........................................................................................................................................8 1.6 Definitions ...........................................................................................................................................9 2.0 Frame of Reference............................................................................................................... 10 2.1 Introduction to Frame of Reference...................................................................................................10 2.2 Method for Frame of Reference ........................................................................................................10 2.3 Viral Marketing .................................................................................................................................11 2.4 User-generated Content .....................................................................................................................12 2.4.1 User-generated Videos ...............................................................................................................................................................13 2.4.2 #Challenges.....................................................................................................................................................................................13 ......................................................................................................................................... 16 .............................................................................................................. 17 2.5 Uses and Gratification Theory...........................................................................................................19 2.5.1 Information Seeking ....................................................................................................................................................................20 2.5.2 Entertainment.................................................................................................................................................................................20 ....................................................................................................................................................................................... 21 ................................................................................................................................................................................................. 21 ................................................................................................................................................................................... 21 ........................................................................................................................................................................... 21 2.5.7 Pros and Cons of Uses and Gratification Theory.............................................................................................................22 2.6 Gaps in Literature ..............................................................................................................................23 3.0 Methodology & Method ....................................................................................................... 23 3.1 Methodology......................................................................................................................................24 3.1.1 Research Paradigm.......................................................................................................................................................................24 3.1.2 Research Approach......................................................................................................................................................................24 3.1.3 Research Design............................................................................................................................................................................25 3.2 Method...............................................................................................................................................25 3.2.1 Primary Data...................................................................................................................................................................................25 3.2.2 Sampling Approach .....................................................................................................................................................................26 3.2.3 Semi-structured Interviews .......................................................................................................................................................26 3.2.4 Interview Questions.....................................................................................................................................................................27 3.2.5 Data Analysis.................................................................................................................................................................................28 3.3 Ethics .................................................................................................................................................29 2.4.3 Impact of User-generated Content 2.4.4 Motivations of creating User-generated Content 2.5.3 Socializing 2.5.4 Status 2.5.5 Convenience 2.5.6 Personal Identity 4PDF Image | It’s time to TikTok
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