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rich content has made the platform immensely popular (Xu et al., 2019). TikTok has a young user- base with 69% of the users aged 16 to 24 (Sloane and Rittenhouse, 2019). The majority of the user base constitutes Gen Z, referring to individuals being born between the mid-1990s to the beginning of 2010s (Fromm and Read, 2018; Grow and Yang, 2018; Priporas et al., 2017). Gen Z are highly educated, tech-savvy by nature, prefer graphics over simple text, the first ‘true-online’ generation that lives their life through a mobile screen by being constantly connected and lastly Gen Z’s love to create content (Fromm and Read 2018; Prioparas et al., 2017; Smith, 2019). Therefore, TikTok being a platform based on UGC, more specifically short videos, is seemingly a perfect match for Gen Z. 1.2 Problem Since TikTok was founded in 2018, little research has been done about the intricacies of the platform. While there is little academic research on TikTok, there are a few researchers who have examined why TikTok has become popular (Xu et al., 2019) and the influence of short video marketing on consumers’ purchase intentions (Xiao et al., 2019). The underlying motivations as to why content is created on the platform is however not researched. Marketers therefore lack clear directives on how to engage the user base in #challenges on TikTok. There already exists a lot of research looking at motivation to engage and participate in UGC on social media. However, as the Uses and Gratification theory (UGT) state, each platform is unique and independent, thus, TikTok needs to be studied independently to fully understand it (Phua et al., 2017). In addition to the clear gap of literature on TikTok, it is evident that the concept of #challenges also lack research. These gaps present the following problem to marketers: TikTok lacks research regarding what motivates users to participate in #challenges, and thus the enormous potential of TikTok as a platform and its user base cannot be mobilized for marketers’ gain. This problem also presents an opportunity for research to tap into the potential of the platform. 1.3 Purpose In view of the problem discussion, the purpose of this study is to explore the motivations for Gen Z’s participation in challenges on TikTok, by applying UGT in a new context. This understanding may help companies to better apply these motivations to create challenges that engage audiences 7PDF Image | It’s time to TikTok
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