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specific goal with their usage other than using it for entertainment purposes. A few of the participants had also participated in #challenges themselves, some publicly and some on their private accounts. The reason for not participating was connected to not having a social network on the platform, and thus feeling too old for the platform stating that “TikTok has gotten some sort of label that it’s for a younger audience” (P9). 9 Table 3: TikTok Usage-data collected 4.2 Motivational Factors Using Content Analysis, the researchers coded the transcripts of the open-ended questions. An example of a few recurrent codes was ‘Usage frequency’, ‘Community’ and ‘Awkward’ (appendix E). The codes were grouped based on similarity and it became evident that the general categories of motivation found were in line with the UGT framework. A few categories, however, stood out. Examples of these were “Structure”, “Appearance” and “Purpose”. After reviewing the categories, a second time, some were merged due to similarity in topic. The final categories representing the findings became: ‘Entertaining’, ‘Socializing’, ‘Convenience’, ‘Status’, ‘Information Seeking’, ‘Personal Identity’ and ‘Structure’. In the final part of the interview, participants were asked to rank the importance of already established categories of UGT which was used as a compliment to the researchers’ interpretations 33PDF Image | It’s time to TikTok
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