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The ambiance of TikTok videos were also discussed, many participants found the music and sounds to be integral to the platform. Participant 3 exemplified the importance of famous songs on TikTok in the following quote “It is the factor of recognition, that you can recognize viral sounds and thus look for others using it, [...] the same sound appears again and then it naturally attracts your attention”. While it remains unclear to what extent music and sound-effects motivate the creation of content, it definitely is a motivator towards the consumption of content. Findings showed that if a company’s #challenge was seen as very commercial, it would greatly decrease their motivation for participation, because “Otherwise TikTok would lose its thing, I love the videos where your everyday-joe does things without any specific purpose. I believe that is the essence of the platform, it should not contain lots of short ads etc.” (P13), this was also highlighted by P1 and P11. The influence celebrities and influencers had on respondent’s motivation to create content varied greatly. The majority identified themselves as not affected by celebrities or influencers, as what was important to them was if the #challenge itself was fundamentally entertaining. Some argued that they may be influenced, but the extent was not as great as if a friend were to engage in a #challenge. Participant 13 identified that the participation of a public figure may even decrease her/his motivation. She/he wanted to be unique, and thus a public figure taking part in a #challenge would make the #challenge part of the general public and thus deter her/him. Participants were also discouraged to participate in a #challenge if an influencer they did not like were part of a #challenge. Contrasting this, a few participants identified an influencer or celebrity as a positive motivator for taking part in a #challenge, exemplified by P12: “I believe my motivation would be affected positively, if it's a person I follow and admire”. 5.0 Analysis The following paragraphs aims to create a deep analysis of the findings brought up as the key takeaways from this study. The table presented in the beginning of the findings has been used as a 43PDF Image | It’s time to TikTok
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