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The overall research approach was outlined as follows: First, the motives for participating in #challenges based on the UGT framework were identified. Second, analysis and comparison of findings with theories introduced in the frame of reference were conducted. Lastly, practical implications for what elements companies could use in structuring #challenges were created. 3.1.3 Research Design The design of the research plays a key role in answering the research questions. For this exploratory study, a qualitative research approach has been chosen in order to understand the motivations of individuals who participate in #challenges on TikTok. As the investigation is targeted towards understanding a complex phenomenon and its underlying reasons, a quantitative study would be unfit. In contrast, a qualitative approach lends the researchers the ability to use interviews to generate a deeper understanding of underlying motivations. However, it limits the generalizability, as primary data is based on highly subjective findings from a smaller sample size. Further, the research design has been inspired by grounded theory. The aim with grounded theory is to build theory based only on the empirical data gathered for the study to provide clarity to an undiscovered field (Collis & Hussey, 2014). In this study, UGT is used as a foundation for understanding the findings, which will in turn build upon the theory. Thus, the study may merely be described as inspired by rather than based upon grounded theory, since it also depends on priori theories. Drawing on grounded theory-design allows the use of semi-structured, in-depth interviews to fully discuss opinions, emotions and thoughts which will help bring clarity on the matter examined. 3.2 Method 3.2.1 Primary Data As the research stems from a qualitative framework, the research team have aimed to create meaningful answers from empirical findings through individual, in-depth interviews with a total of 16 participants. The chosen method of interviews invites deep discussions and allows the researchers to make sense of the motivations amongst users on TikTok. Prior to the implementation of the interviews into the study, one pilot interview was conducted. The pilot study allowed the 25PDF Image | It’s time to TikTok
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