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in the strive for virality. That is, identifying the drivers that motivate users to participate in challenges, which can guide marketers in the structuring of future “#challenge”-campaigns. Additionally, UGT’s application in a new context will further contribute to the literature in understanding of a new media behavior. While all of this constitutes the main purpose, this study also hopes to inspire future research on TikTok. This research aims to show the platform’s potential and allow researchers to elaborate on the field. 1.4 Research Questions In alignment with the purpose stated, combined with the frame of reference, the study aims to explore how an understanding of the underlying motivations for the participation of #challenges may be applicable on TikTok through the following research questions: RQ1: What motivates Gen Z users to participate in #challenges on TikTok? RQ2: How can companies utilize Gen Z’s motivation to participate in #challenges, to structure their own challenges on TikTok in the pursuit of virality? 1.5 Delimitation Delimitations were made for this study to limit the scope of research. This study is delimited to the social platform TikTok, and Gen Z (1995-2010) since it constitutes the majority of the user- base on the platform. Furthermore, the study is delimited to Swedish participants, as only Swedes were interviewed. Lastly, since the study pioneers a new area of research, the researchers only investigate the motivations for participation. 8PDF Image | It’s time to TikTok
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