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Moreover, in relation to ‘Status’, findings showed that older #challenges might negatively affect one’s status and thus the motivation naturally diminishes. This is exemplified by P16 who said: “If you are two weeks late, you will be seen as a loser”. This is supported by the existing research by Gallego et al., (2016) arguing that status is important when constructing one’s identity online. One could argue that the elder spectrum of Gen Z has already constructed their identity online, and TikTok as a platform does not align with that identity. This was exemplified in older participants' description of TikTok as “not for me” and “only for the kids”. Thus, the misalignment of one's identity may negatively affect one's status and motivation to participate in #challenges. Furthermore, it has also been established that participating in #challenges can be used to ‘subtle flex’, i.e., showing off a competence one has. The researchers interpreted this as an additional argument that status might have a bigger impact than respondents were willing to confess since it was ranked as the least motivated factor (Table 1). Marketers could thus benefit from adding an element of showcasing a skill to engage an audience. Showcasing a skill or utilizing a competence has further shown to conquer social pressure users might feel in participating in #challenges. The findings suggest there is a difference between how status is perceived based on age, which might motivate one to engage in #challenges or remain unaffected. For example, the two youngest participants in this study did not consider status being a motivator. However, because of the limited sample-size, it is difficult to extrapolate how many users these two opinions represent in a real-life scenario. Status is therefore an area that could be further examined to give marketers additional guidance and clarity in its motivations on TikTok. The previous literature regarding ‘Personal Identity’ discovered that one’s identity and self- concept was one of the integral factors in motivating one to contribute to the creation of UGC (Christodoulides et al., 2012; Fox et al., 2018; Muntinga et al., 2011). The empirical findings from the study support this, since the researchers can establish the correlation between an individual’s willingness to participate in a #challenge when it has a purpose, showing one’s personality, or opinions. In addition, this is supported by Florenthal (2015) and Hunt et al. (2012) who argue that individuals use social media as an outlet for creating a self-concept, by sharing opinions and thoughts. The primary data showed that the majority of respondents wanted to participate in front of the camera over being excluded in the picture. The researcher sees the correlation between this and the literature saying that the main driving force behind creation of UGC is ‘Self-expression’, 46PDF Image | It’s time to TikTok
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