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belonging to a community anchored in one's existing social life. The researchers therefore suggest marketers to create #challenges that include socializing elements, such as a “group-challenge”. Moving on, previous literature showed that celebrity public referrals were an important part in making people engage in the IBC (Kwon, 2018). In contrast to this, this study’s findings show that the majority of participants were not affected by the involvement of celebrities/influencers, highlighting an inconsistency. When discussed, P11 said “I don’t think it would have affected me at all”, but then added “...well, if Greta Thunberg would have done a #challenge [...] that is probably the only person who would have motivated me to join a #challenge”. Statements such as this open up for a discussion whether the people who said their motivation would not be affected by a celebrity, actually have the potential to be influenced if it's a person they admire. At first glance the findings seem to clash with previous research, however the influence may be different when participants are faced with a real-life scenario. In literature, the use of non-celebrity public referrals has been referred to as the most important factor to motivate participation in the IBC (Kwon, 2018). This is in line with the findings showing that participants were more influenced to join a #challenge if a friend had done it previously, rather than a public figure. This is supported by previous studies by Chu and Choi (2011), Chu and Kim (2011) and Hautz et al., (2014) showing how content created by friends is seen as more trustworthy and credible than content created by agencies or brands, causing users to question celebrity-public referrals. This, together with previous findings showing a strong connection between credibility and brand engagement (Busser & Shulga, 2019; Diwanji & Cortese, 2020; Kim & Johnson, 2016), therefore highlight non- celebrity public referrals between friends as a key way to increase motivation and thereby participation in #challenges. Another important finding from this study is that trendy #challenges are more likely to engage participants than older ones. The fact that a recipe for a trendy #challenge does not exist leads to difficulties in securing the viral spread sprung from a trendy #challenge. While divided opinions on celebrity public referrals exist, one suggestion might be to seed content to opinion leaders to increase the trendiness of a #challenge since it is hard for marketers to target ‘friends’. The researchers believe that the key to this strategy from a marketer’s point of view is finding the right public figure. 45PDF Image | It’s time to TikTok
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