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The interviews were held in Swedish as younger participants may not be able to fully express themselves in English or to understand concepts in a foreign language. As mentioned, 16 interviews were held with people between 12-24 years old. The interviews ranged from 45-60 minutes long. Prior to the start of the interviews, the participants had relevant concepts explained to them, the relevance of the research was explained, and verbally signed the consent form sent out prior (appendix B). The participants were also sent a worksheet containing links to a few TikTok #challenges that were watched together and a list of UGT motives previously listed to rank after the interview (appendix C). The researchers had small talk with every participant prior to the interview to establish rapport, as to once again give the participants the understanding that they are in a safe space. They were continuously made aware that they would remain anonymous and that anything they say stays with the researchers. In addition, if they felt uneasy, they knew they had the right to withdraw at no cost. 3.2.4 Interview Questions The main purpose of the interview questions was to discover the underlying motivational factors of why Gen Z’s participate in #challenges on TikTok. The questions were developed to answer the gaps in the research discussed in the literature review. In an attempt to minimize subjectivity and bias, the interview started with broader open-ended questions about motivations in order to allow the participants to speak freely and for the researchers to obtain deeper insights. Thereafter, UGT provided the researchers with a basic framework for how motivations apply to social platforms. In combination with the theory, the existing gaps in the literature were used to develop questions from the theory’s application to a new social platform. While the interview followed a formalized list of questions, the researchers chose to make the interviews semi-structured, as to better understand or explore concepts participants might brush over that may be highly relevant to the research. This allowed the researchers to interject into the discussion in order to get participants to elaborate on their thought processes or open up the conversation towards underlying motivations that may have not otherwise been discovered. To ensure fruitful findings, the participants were asked to elaborate further, by using probing questions. Furthermore, in order to distinguish between old and trending #challenges during the interview, examples of famous #challenges were used. “Mannequin challenge” were used to depict old #challenges while “Plank-challenge” represented a current trend. The interview was concluded by the participants explaining their 27PDF Image | It’s time to TikTok
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