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1.6 Definitions 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). The concept utilizes the principle of Word-of-Mouth: Appealing promotions or products are passed along from consumer to consumer, where the advertisement changes from impersonal to personal (Wilde, 2013). User-generated Content (UGC): “Media content created or produced by the general public rather than by paid professionals” (Daugherty et al., 2008, p. 16). TikTok: is a social platform where users upload short-looping videos containing a variety of different content such as dance-routines (TikTok, 2020). #Challenges: is a branch of Viral Marketing, which has its origin within eWoM (Phelps et al., 2004). On TikTok it usually contains a specified combination of the following three elements: text, sound, and movement (Mackayla, 2020). A hashtag is used to gather content of the challenge under a clickable link. 9PDF Image | It’s time to TikTok
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