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under a simple set of rules” (p. 93). During the IBC, the so-called ‘game-element’ was that the participants were #challenged to pour a bucket of ice over their head or to donate money to the ALS charity industry. The gamified participation seemed to be vital to the success of the IBC, however, current research lacks applicability to other contexts than the IBC. Lastly, according to Kwon (2018), memetic participation has its origin from the culture of memes, which is defined by Shifman (2013) as “the rapid uptake and spread of a particular idea presented as a written text, image [...] or some other unit of cultural stuff” (p. 365). Kwon (2018) states that the IBC referral process took place in accordance with the culture of memes since the users were somewhat engaged in the viral process, thus did not only pass along a given message. This is referred to as memetic participation, which is argued to have had an integral part in the survival of the campaign (Kwon, 2018). This may help explain and clarify why some seemingly ‘random’ #challenges still go viral, since it explains how the viral process of a #challenge can be propagated. Through the development of eWOM, a #challenge can transpire beyond private social boundaries and individual contribution in the content creation by either being copied, altered, remixed or repackaged (Spitzberg, 2014). As mentioned, the phenomenon of #challenges have been widely discussed in terms of the IBC. In addition to public referrals, gamified participation and memetic participation (Kwon et al., 2015; Kwon, 2018), existing research has examined the motivation behind the participation in the IBC. This was done by looking at the big 5 personality test variables (McGloin and Oeldorf-Hirsch, 2018) and what encouraged and discouraged participation through various personality models (Bowman, 2017). Current research might guide marketers how those subjects could be used to explain virality in terms of #challenges for a non-profit purpose. Nevertheless, by examining existing research on #challenges one could conclude that the current literature does not provide any clarity about the related issues in other social platforms than Facebook, and thus there is a gap regarding how it could be applied on TikTok. In addition, while gamified participation clearly motivates participation in #challenges, it remains unclear in what ways. Memetic’s influence on viral spread is also difficult to grasp as a marketer due to the fickle nature of culture. Lastly it remains unclear what it truly is that motivates participants to engage in #challenges. 15PDF Image | It’s time to TikTok
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