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2.4.4 Motivations of creating User-generated Content UGC is central to TikTok, and thus it is important that marketers understand the underlying motivations for UGC creation, so that the phenomenon can be utilized. A third theme identified in previous research on the topic of UGC recognizes this and examines motivations for participating and creating brand related content. This research is highly relevant, as it provides the basis for what this study will examine. A majority of previous researchers seem to agree that the construction of one’s identity and self-concept seems to be one of the most prominent motivating factors behind the creation of UGC (Christodoulides et al., 2012; Fox et al., 2018; Muntinga et al., 2011). Researchers state that some of the main driving forces behind the creation of UGC therefore is ‘Self-expression’ (Daugherty et al., 2008), ‘Self-actualization’ (Shao, 2009) and ‘Self- enhancement’ (Nikolinakou & Phua, 2019). That is, users engage in brand related activities as it provides them with outlets to express their thoughts and identity, and because it may provide them with desired recognition and fame. Narcissism is therefore singled out as a motivating factor (Fox et al., 2018) which represents the need to present a positive self-image and to gain attention by others on social platforms (Bergman et al., 2011). In addition to be a way to construct one's identity, the creation of UGC is also seen to be driven by ‘educational purposes’, which is the desire to learn and improve skills (Dahl & Moreau, 2005) as well as the emotional needs ‘safety’ and ‘control’ (Muntinga et al., 2011; Nikolinakou & Phua, 2019). These represent the needs to feel protected as a customer, as well as altruistic values, where users try to protect others through the making of UGC such as product reviews (Poch & Martin, 2014). Moreover, pure entertainment purposes, such as it being fun and relaxing to create UGC, seem to motivate users (Dahl & Moreau, 2005). Accordingly, Muntinga et al., (2011) states that “creating brand-related content appears to be driven by enjoyment alone” (p. 37). In addition, they highlight ‘Empowerment’ to be a motivating factor behind the creation of UGC. Empowerment represents the opportunity to impact other people's perceptions through the making of UGC. However, Christodoulides et al., (2012) contradicts this, saying that empowerment does not have significant influence over the decision to create UGC. Whether or not ‘empowerment’ is a significant driver for UGC-creation, therefore remains debatable. 17PDF Image | It’s time to TikTok
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