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‘Self-actualization’ and ‘Self-enhancement’, and should be treated with that in mind. Additionally, this was shown in the primary data by participants who responded negatively towards #challenges that included sexual-elements, danger or alcohol, since it did not align with their values. This may tie back to Fox et al.’s (2018) study highlighting narcissism to be a motivating factor in content creation. In this case, the need of maintaining one’s positive self-image may deter users from participating in a challenge even though it is entertaining. Thus, highlighting another critique of ‘Entertainment’ as an all-superseding factor. Yet again, this demonstrates the complex nature of what is being investigated and offers a simplified version of reality. When discussing #challenges made by companies, the researchers can establish that the type of company did matter in one’s motivation to participate. The researchers found that personal interest in companies enhances the motivation to participate in #challenges. The valuable insight from this is that an organization or a marketer should put their focus on utilizing the existing fan-base already integrated with the company to boost the initial viral spread. This is based on the idea that some engagement might be demotivated by a company that does not share the same fundamental values as the user. On the other side, this means #challenges by companies that do not reinforce a user’s value demotivates their participation (Ruggiero, 2000). This might give marketers general guidelines that if a company operates in a heavily polarized business, such as in the casino-, tobacco- or alcohol industry, a #challenge may be met with resistance. Polarized industries may therefore think twice before marketing themselves on the platform in the form of #challenges. However, if a #challenge entailed a greater purpose such as a charitable cause, then participants who may not even considered participation were able to set aside factors that usually demotivated them for the sake of the greater good. Thus, marketers may include a charitable element in an effort to boost engagement. Whether or not a charitable challenge created by a polarizing company affects engagement remains to be investigated. However, the findings seem to suggest that the connection between the values of the user and the #challenge seems to be an important element in affecting engagement. Previous research has identified participation on people’s Social Media to be driven by desire to learn (Dahl & Moreau, 2005) and to stay updated (Dunne et al., 2010). While P12 agrees on the latter, stating TikTok to be a good way to stay updated on trends/friends, the former statement is 47PDF Image | It’s time to TikTok
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