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highlighting that it is not the prime reason for participating in a #challenge, rather a positive side- effect or bonus. 4.2.4 Convenience When asked the question what attributes a #challenge should have in order for participants to be motivated to join, many identified “simplicity” as an important aspect. This aspect was continuously highlighted in further questions during the interview. The majority (10/16) participants stated that in order to be motivated to join a #challenge, it has to be simple to create in the app. In line with this, P13 stated “The easier technically, the more motivated I would be”. Even though the majority of participants deemed technically easy #challenges as more motivating, it did not matter for some participants. This was illustrated by P15 who said that “I think that I'm more motivated if it is easier, but if you get attached to a #challenge and think that it is really entertaining, then it does not really matter”. Here, the mere fact that the #challenge was fun was more important than the level of technical effort that had to be invested. Two participants saw the technically challenging aspect of a #challenge as a motivating part. Participant 5 mentioned “Personally, it would motivate me more to do something complex, because I already do that privately and at work. If it is too easy, then everyone can do it”. Hence, users with an interest and aptitude for editing might find technical elements motivating. However, as understood by the findings collected, this did not apply for the majority of the interviewees. Along the lines of convenience, seven of the participants also stated that if a #challenge required them to invest time (i.e. going to a specific venue) or money (i.e. purchasing a product) it would decrease their motivation. This was explained through statements such as “I don’t really value creating videos on TikTok that highly, so to spend money or unnecessary time isn’t something I would really like to do” (P4). Most participants also seemed to have a bigger issue with investing money, than time. Some TikTok-users did not see investments as an obstacle, and instead argued that as long as the investment required is reasonable it does not matter and that it is more important that the #challenge is fun. This was exemplified through a statement made by P8 who said, “If I wanted to create a video, then getting somewhere or purchasing something wouldn’t really affect me”. 38PDF Image | It’s time to TikTok
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