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filming myself. However, if I would be comfortable with it, I would rather be in the picture”. For those answers that responded negatively to be in the picture, the commonality concerned being insecure in social contexts or not wanting to show themselves on the platform. Participant 13 claims that participating in a #challenge is associated with the risk of embarrassment: “If I am not in the picture, I am more willing to participate based on the fact that it becomes less personal and thus one’s exposure is lower. The risk of embarrassment is lower”. Furthermore, when asked about the difference in motivation if a #challenge was created by a company, the opinions varied. Participants 8 and 13 took a more cynical approach, stating that they would become less motivated as they thought “You won’t get me this time, I'm not falling for that”. However, a majority of participants said that it does not really affect them, as long as the company was an organization they could relate to, have an interest in or have purchased products from. Hence, sharing fundamental values between a company and a user seems to create engagement. Participant 11 said: “Yes, it would affect me, it depends on if I would like the company or not. If I post a video, the company will naturally gain more exposure and if it is a company that does things I cannot support, I wouldn’t want to give that exposure. So, which company it concerns would have a huge role” Participants also found it to be motivating to take part in a #challenge if a company they thought were “cool” created a #challenge. Contrasting this, a company that went against the participants’ moral compass or were morally controversial companies such as casinos had the opposite effect. While the coolness and relatability of a company were posed as a positive motivator, it was not a definitive motivator, while morally controversial companies were an absolute negative motivator. Users did not want to align themselves with those companies. Additionally, the interviewees also found it somewhat difficult to at times even identify if a #challenge was made by a company or not. Participants also highlighted that they were more likely to participate in a #challenge in line with their interests. Participant 12 was more willing to participate in a dance-challenge highlighting the 41PDF Image | It’s time to TikTok
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