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then distribute this content via sharing, co-creating or however their platform allows them to distribute the content to their audience. If successfully done, the seeded content should spread exponentially (Morgan, 2011). Viral Marketing can spread in different ways on different platforms. Morgan (2011) argues that the future of the industry is “marketing with people and not at them” (p.11). This is one of the factors that make Viral Marketing complex. Control has been an important concept in defining fundamental marketing definitions, thus, the shift towards co- creational marketing on social media alters the fundamental principles of marketing (Morgan, 2011). In addition, as platforms are changing, the way to market on platforms and how consumers want to be approached change too. Therefore, creating a ‘recipe’ for how to make a successful Viral Marketing campaign has become next-to impossible as it “relies heavily on the success of a few mythic campaigns” (Beverland et al., 2015, p. 670). In contrast, Wuyts, Dekimpe and Gijsbrechts (2010) argue that the misassumptions that successful viral campaigns are rooted in luck, stem from a lack of understanding of the underlying complex mechanisms of spread of information. Their studies of successful and non-successful viral campaigns continue to discuss variables that affect the drivers of viral success. These contradicting views allow further research into the area to clarify misconceptions and generate the creation of a ‘recipe’ for what motivates consumers to participate in campaigns in an attempt for a company’s campaign to become viral. 2.4 User-generated Content With the rise of Web 2.0, conversations have moved online and opened up great opportunities for users to engage in brand related activities (Muntinga et al., 2011). One form of engagement is ‘User-generated Content’ (UGC), which according to Kaplan and Haenlein (2010) can be viewed as “the sum of all ways in which people make use of social media” (p. 60). The concept of UGC may be widely defined as ”media content created or produced by the general public rather than by paid professionals” (Daugherty et al., 2008, p. 16) and ”which is mainly shared, consumed and publicly available on the Internet” (Kaplan & Haenlein, 2010, p. 61). This definition of UGC has been criticized as too broad (Daugherty et al., 2008), since it allows various forms of content created by users to be recognized as UGC (Müller & Christandl, 2019). Another commonly used definition made by Organization for Economic Co-operation and Development distinguishes three characteristics for content to be classified as UGC. This definition states that content has to be made publicly over the internet, have to include creative effort and have to be created outside of a 12PDF Image | It’s time to TikTok
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