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complex issue of motivation in the context of new media, and thus will be used throughout this paper. 2.6 Gaps in Literature In reviewing the main findings of the frame of reference, the literature illustrates that while there is substantial research on virality, the argument whether one can create a ‘recipe’ for a successful TikTok campaign remains to be investigated. As a result of the platform’s infancy, little academic research has been made about the inner workings of the platform. Given the explosive growth of the nascent platform, its use for marketers remains generally untapped. While content on TikTok garners millions of impressions, the gaps present the problem; organizations are not sure of how to mobilize the platform’s users for their own gain. This study intends to contribute to existing literature as well as provide practical implications for marketers. Further, the literature review highlights that even though extensive research has been done on motivations behind the creation of UGC, no such research exists in connection to TikTok and #challenges. The gap in literature on TikTok, motivations for creating UGC on TikTok, and how marketers may use the platform, presents an opportunity whom the investigation will guide. 3.0 Methodology & Method The research methodology and -method the researcher chooses, directly affects the validity and generalizability of the study, which obviously plays a key role in the practical implications sought to generate (Yang et al., 2006). Therefore, the subsequent section explains and justifies how the research has been conducted. The following headings which will be discussed are: Research Paradigm, -Approach and -Design as well as an explanation of sampling approach, Data Collection and -Analysis. Lastly, research Ethics is discussed, highlighting measures taken to ensure a study of high quality. 23PDF Image | It’s time to TikTok
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