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For example, many participants highlighted the importance of music and sound-effects as vital parts of any TikTok video. Thus, further research of its impact on motivation and its shaping of perception may provide useful towards the goal of a recipe. Morgan (2011) described the future of the industry as “marketing with people and not at them”. Much like UGT’s applicability in academia, campaigns on TikTok needs to be looked at for what it is, and the form needs to fit the audience. In fact, the researcher noted that within the generation, opinions and personalities differed and thus further segmentation is required to effectively engage the intended audience. For a marketer who is not part of Gen Z to create a campaign that is entertaining presents a different set of challenges. A marketer from a different generation may not understand Gen Z’s perspective. It should also be noted that since many participants outright would refuse to participate in a #challenge if it was ‘too commercial’, the researchers want to emphasize that in the creation of one’s campaign, the company may need to surrender many aspects of a traditional campaign in hopes to create a campaign that motivates the target audience enough to create a viral engagement. UGT argues that each platform is unique and needs to be studied independently. In review of the analysis and secondary data many categories have been found to be similar, however, the importance of the categories clearly varies. UGT has been critiqued of presenting a simplistic view of complex behaviors (Ruggiero, 2000). The researchers can support this by highlighting that different types of engagement have different sets of motivational factors, even within the same platform. For example, ‘Learning Something’ was deemed an important aspect for scrolling, but not in the participation of #challenges. A majority of studies contribute with the understanding of what motivations are key, however, they lack the representation of an order of importance. Thus, not only is the research contributing to the application of UGT and understanding of a new social media platform but also providing researchers and marketers with an understanding of their order of importance. This may guide future academia towards what is of most importance to research in this context. Based on the score from the ranking system presented, the Motivational Hierarchy Model is presented below. While this shows a superseding motivational order, it should be noted that one motivation does not need to be fulfilled in order for the following to also motivate the participation in #challenges. 49PDF Image | It’s time to TikTok
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