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not fully supported by the findings in this study. While a large portion of the participants found learning fun, they expressed it more as a positive side-effect and not the main driver to participate in a #challenge. Hence, the study somewhat disagrees with previous research in viewing learning- elements in a #challenge to be a bonus, and not a prime motivator. This difference may be due to the fact that TikTok is primarily seen as an entertaining platform, as illustrated by the findings. Learning-elements’ function on other platforms does not seem to have the same function as it does on TikTok. On TikTok, learning-elements are not as crucial in the motivation for the creation of content, but rather a bonus, underlining this study’s contribution to future literature. The findings further highlight some participants to be motivated by extrinsic factors, such as a prize to be won. This finding is supported by Poch and Martin’s study (2014) highlighting extrinsic factors as drivers for content-creation. The findings support this, with one exception. However, there are inconsistencies in the extent and type. While it remains unclear what type of prize was best suited to motivate participants, the findings still suggest a general increase in motivation to participate. Thus, further research into a better understanding of gamified-elements of #challenges may provide value towards better understanding the motivations for creating content on TikTok. Marketers may therefore strive to include a gamified element in #challenges such as a prize. The focus of this thesis has been on intrinsic factors that affect participants in challenges and their superseding order. However, as extrinsic rewards have come up in discussion, it is clearly relevant. As it is unclear whether or not extrinsic rewards can supersede intrinsic inhibitions, further research is required to better understand how they work together. 5.1 Revised Model of Uses and Gratification Theory on TikTok As discussed previously, the ambiguity of whether or not one can create a ‘recipe’ for a successful Viral Marketing campaign remains. While the researchers set out to be able to present one, the pioneering research opens up the door of the complex nature of marketing on TikTok. Since there are more factors that are involved in the co-creation of #challenges than discussed, presenting a ‘recipe’ at this stage is impossible. However, the researchers believe the creation of a strong guiding framework is possible with more research. The researchers have presented elements of what may lead to the motivation to participate in a #challenge, but further research is needed to better understand other factors at play as well as the minute mechanics of each factor presented. 48PDF Image | It’s time to TikTok
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