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1.0 Introduction 1.1 Background Viral Marketing is built on the same premise as the spread of virus’; as one becomes ‘infected’, they spread the content to others exponentially (Kaplan & Haenlein 2011). As COVID-19 ravages the world, the world seeks to understand its exponential spread. Never before has the discussion of viral spread been more relevant. Similarly, marketers have for a long time tried to understand the viral spread of information in a marketing context. The premise does not explain the motivation of why people share, simply that one shares as one becomes ‘infected’ and thus, content spreads. Social media being the heart of all communication online, therefore works as a catalyst for viral spread. In the ever-expanding arsenal of marketing techniques, Social Media marketing has therefore solidified itself as an essential part of many companies’ marketing mix. Defining ‘Social Media’ is very convoluted, as it may take different forms (Kaplan & Haenlein, 2010). Carr and Hayes (2015) states that “we know what social media are, we are not necessarily able to articulate why they are what they are” (p.46). New social media platforms have integrated themselves into companies' marketing activities seemingly overnight. TikTok is a comparatively new social media platform created on the 2nd of August 2018, when Douyin merged with Musical.ly. In just two years, TikTok has grown into one of the biggest social media platforms in the world and the extensive user base of TikTok has caught the attention of marketers. As of December 2019, the platform boasts over 200 million monthly users (Clement, 2020), of which 55% actively uploads videos (Beer, 2019). So far, a variety of companies in the US operating in different industries have created #challenge-campaigns on TikTok, such as Chipotle’s #GuacDance and Guess’s #InMyDenim (Previte, 2020). The existing campaigns have had varied success, and a few of them have gone viral. However, no challenges made by Swedish companies have reached the masses yet. Due to the platform’s newness, marketers do not fully understand how to market on it, yet they understand its potential. TikTok has the mission to “inspire creativity and bring joy” (TikTok, 2020). It is built around User-generated Content (UGC) where users create their own content to upload a creative, short- looping video containing a variety of different content such as dance-routines, science experiments and visual memes. One of the most prominent forms of UGC on the platform are #challenges. Its 6PDF Image | It’s time to TikTok
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