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basis for quantifying the respondents' opinions and in combination with empirical findings and secondary data provided a foundation for the researcher’s analysis. The primary data suggests entertainment to be the absolute motivator for the participation in #challenges. These findings are in line with Muntinga et al., (2011), who suggested that “creating brand-related content appears to be driven by enjoyment alone” (p. 37). Put into the perspective of “Gratifications” in UGT, an individual’s intrinsic social and psychological needs for entertainment are therefore attempted to be satisfied through the engagement in TikTok. In line with findings in this study, previous studies examining motivations behind social media use have identified ‘Entertainment’ to be central (Dunne et. al., 2010; Lee & Ma, 2012; Park et al., 2009). This begs the question, with entertainment as the prime motivator, does that mean that the purpose for engaging in UGC on TikTok is only for entertainment? Even though participants identified entertainment to supersede other motivational factors, the findings suggest that there are a multitude of factors involved, and that one is not an absolute determinant. The practical implication for marketers is therefore to tailor one’s campaign with an emphasis on the concept of entertainment. Research conducted by Dunne et al., (2010) and Park et al., (2009) also found socializing to be a key driver to participate in social media. This is in line with the findings from the study at hand, showcasing a higher degree of motivation to join a #challenge if a friend had done it previously, or if the #challenge were to be conducted in a group as it increased the element of fun and decreased the element of embarrassment. The participants were more motivated to join trendy #challenges as a way to become a part of the TikTok-community. The importance of this is supported by previous research which identifies community (Christodoulides et al., 2012; Dahl & Moreau, 2005; Daugherty et al., 2008) as well as the need to connect and converse with others (Daugherty et al., 2008; Muntinga et al., 2011; Nikolinakou & Phua, 2019) to be motivational factors to want to participate in Social Media. The correlation between previous research and the findings thereby underline socialization as a prominent motivating factor to want to participate in #challenges on TikTok. This finding implies that participants' need of inclusion in a community is transferred to TikTok. Furthermore, TikTok being a new platform, seems to increase the importance of 44PDF Image | It’s time to TikTok
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