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*The figure reads from most motivating from the top to least motivating in the bottom. Figure 1. Motivation Hierarchy Model However, since qualitative data is rich and complex in its nature, in order to transpire beyond the superficial, researchers cannot simply use a ranking system as a definitive answer. Thus, after a thorough analysis that encompasses the nuances of the participant’s answers, a gap between the ranking and the researcher’s interpretation has been identified. In many cases, the ranking was contradictory to what was discussed in the interview. Therefore, a revised model was created to highlight this. The new order was determined based on the researcher's interpretation of the participant’s statements of what categories supersede one another. Noticing that many of the categories are intertwined, the order of importance for categories such as ‘Personal Identity’, ‘Socializing’, ‘Status’, was somewhat hard to determine. They were therefore placed to follow each other based on frequency of overlap. The motivational element of ‘Structure’ was added, as it showed to be equal to factors already discussed. ‘Information Seeking’ was placed at the bottom of the hierarchy since it was attributed to mainly motivate the use of TikTok and not the creation of content. Learning things was seen as a positive side effect of engaging in #challenges, but not a main motivator. Based on the score from the ranking system presented at the beginning of the findings, the frame of reference, and interviews, the researchers propose the forthcoming figure to be a revised model of UGT on TikTok that marketers should use when creating a TikTok campaign. 50PDF Image | It’s time to TikTok
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