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Reviewing the literature thus far, mainly intrinsic factors have been highlighted to be driving forces for UGC-creation. However, a study researching extrinsic versus intrinsic motivating factors argues that users are actually more driven by extrinsic rewards, such as economic incentives, when deciding to create content (Poch & Martin, 2014). Researchers have also identified the desire to gain attention to be a main driver to create UGC (Berthon et al., 2008; Dahl and Moreau, 2005). Lastly, multiple researchers also identify social factors, such as connecting and conversing with others (Muntinga et al., 2011; Nikolinakou & Phua, 2019), as well as the sense of community that arises when sharing and creating content with others (Christodoulides et al., 2012; Dahl & Moreau, 2005; Daugherty et al., 2008) to be prominent motivating factors. These findings suggest that users are likely to be driven by a collection of both intrinsic and extrinsic factors when choosing to create content. UGC has been described to be ”the lifeblood of social media” (Obar & Wildman, 2015, p.746) since it represents the foundation upon which many social platforms are built, where users are the ones responsible for the majority of content produced (Daugherty et al., 2008). As various studies show that users create brand-related content on their private communication channels on a voluntary basis (Kapoor et al., 2013; Christodoulides et al., 2012) UGVs present an opportunity for businesses. The #challenge for companies is, however, to understand how to best integrate their marketing efforts with the content created by users (Daugherty et al., 2008). UGC is therefore a highly relevant topic of investigation, as it may allow for a broader understanding of user engagement on these various sites, which has the potential to result in a co-branding phenomenon where the company and customer refine a brand’s identity together (Berthon et al., 2008; Christodoulides et al., 2012; Halliday, 2016). Even so, gaps in literature remain. Up until this point the topic of UGC has been examined in connection with various platforms such as Facebook and Wikipedia (Crowston & Fagnot, 2018; Moran et al., 2019), however is yet to be examined in connection with the platform TikTok. After reviewing existing literature on motivating factors behind UGC, it also becomes evident that even though a lot of research has been done, the findings do not provide a general consensus. In order to conduct structured research on the highly convoluted topic of motivations behind UGC creation, the researchers of this study have decided to examine whether the UGT may work as a guiding framework. An examination of the theory and its applicability to the study at hand will therefore follow in the subsequent section. 18PDF Image | It’s time to TikTok
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