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expanding the academic understanding of what a #challenge is and can be. A majority of research is focused on #challenges in the context of charity. However, this research has placed #challenges in other contexts than charitable #challenges, and thus has shed light on new aspects and situations in which #challenges may be used. 7.2 Practical Implications Firstly, through the use of the revised framework, marketing practitioners may be able to direct their efforts into activities that generate meaningful engagement rather than waste valuable resources. This may cause marketers to understand the value that can be captured from the platform, which results in both more academic- and business anchored activities. Secondly, this research has anchored the mythical and convoluted understanding of Viral Marketing in motivational elements that may provide marketers with strategic tools. These tools may help marketers in the goal of creating a viral TikTok campaign strategy. Thirdly, marketers do not understand the platform to the extent that it can be utilized with confidence to generate reliable and successful outcomes. As participants mentioned, users highly oppose #challenges perceived as commercial, and thus, providing marketers with tools runs the risk of flooding the platform with too commercial material. Since entertainment is the most prominent reason for using the platform, the commercializing of the platform may not be welcomed. Lastly, TikTok is known to attract minors. This invites for the ethical and legal discussion of how marketers should approach the platform. #Challenges have shown to attract the whole spectrum of Gen Z; thus, marketers cannot guarantee that unintended users are not targeted as a bi-product. 7.3 Limitations Firstly, since this research is pioneering the study of motivations to participate in #challenges on TikTok, the researchers are limited by the amount of prior academic research in this field. This means that the study drew from other related fields such as Viral Marketing, Word-of-Mouth, and 53PDF Image | It’s time to TikTok
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