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RQ2: How can companies utilize Gen Z’s motivation to participate in #challenges, to structure their own #challenges on TikTok in the pursuit of virality? With the findings of RQ1 in mind, the motivations have been translated into practical implications for marketers to use when structuring #challenges. While these may not constitute a recipe, they may provide marketers with elements to include in a #challenge to reach a greater audience on TikTok, which can lead to virality. These implications may provide guidance in an area of operation that previously lacks understanding. #Challenges which are likely to engage users may include a combination of the following: An element of entertainment, values and interest in-line with the company’s demographics, a campaign connected to a ‘greater purpose’, involve the user(s) in the video, a group-participation element, seeded content to appropriate spokespersons, light editing or investments inside users ordinary activities, allows a showcasing element, a competitive parameter, feature trendy music and sounds effects. The use of superseding categories provides marketers with guidance of which categories that should be focused on in the pursuit of engaging UGC. The combination of these depends on a company’s demographics: Get to know them. 7.0 Discussion 7.1 Contributions By providing clarity to the research questions, this study contributes to the existing body of literature in multiple ways. Firstly, this study adds to the understanding of what motivates TikTok- users to participate in #challenges. This is done by investigating the applicability and validity of UGT on TikTok. The proposed revised model of the theory based on primary data allows future researchers to further investigate the complex nature of motivations to participate. Secondly, the study adds to the body of literature by exploring UGT’s applicability in a new context. The prominent theory’s application into a new context generates a better understanding of how different social media platforms are and works. Lastly, the study adds to the literature through 52PDF Image | It’s time to TikTok
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