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2.0 Frame of Reference 2.1 Introduction to Frame of Reference With the introduction of this thesis’ purpose, research questions, definitions and delimitations, the frame of reference follows. It contains a detailed analysis of existing literature about Viral Marketing and UGC in the context of social media with a focus on TikTok. The authors discuss UGC’s history, possibilities, emergence, related key ideas, and present the gaps in research regarding motivations behind the creation of UGC on the nascent social media platform TikTok. Thereafter, the concept of #challenges is elaborate upon, being one of TikTok’s main sources of UGC. After UGC is discussed, its relation to motivations towards content creation is presented, which primarily focuses on UGT. With the review of existing literature, the researchers then present a preliminary model of the six most prominent motivational factors applicable to the social media platform TikTok. 2.2 Method for Frame of Reference While the concept of #challenges and the social platform TikTok are new, the underlying working principles behind them are not. These concepts stem from prior established academic concepts. Thus, to generate a strong foundation for understanding the modern concepts and where they came from, both old and new academic research was used. The researchers used a collection of databases to systematically collect secondary data in the form of literature predominantly from Scopus, Google Scholar, and Primo. Keywords used to collect literature were ‘Viral Marketing’, ‘User- generated Content’, ‘Generation Z’, ‘TikTok’, ‘Motivation’, ‘Uses and Gratification Theory’ and ‘Challenges’. In order to establish the highest degree of relevance and quality, journals were benchmarked against the ABS-list and their respective Impact Factors. This gives the study a foundation for legitimacy, as articles discussed for the frame of reference are articles of high importance to the end-users. It should be noted that the validity and reliability of studies on TikTok and #challenges could be questionable in regard to its academic accuracy due to its newness. Therefore, the authors were forced to use some non-academic sources that in other contexts would be deemed inappropriate, to anchor the forthcoming discussion of TikTok in existing debates. 10PDF Image | It’s time to TikTok
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