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UGC, since both #challenges as a subject and TikTok as a platform are built upon the premise of these fields. Secondly, the study was limited by demographic and geographical factors, since the primary data was only collected from Swedish Gen Z’. This means that factors such as nationality, gender, and age influenced the findings. Since the study has been conducted on Swedish participants, the findings may not be applicable outside of Sweden. It should also be noted that due to the COVID- 19 pandemic, the researchers were unable to pursue their original plan of research, and thus research methods and questions were tweaked to attempt to uphold the highest degree of quality. The pandemic directly affected the sample size and interview format as discussed. In what ways the pandemic actually affected the results remains unclear. Thirdly, as many of the questions pose imaginative scenarios, the estimate of one's judgment may vary from theoretical to practical, and thus this should be taken into consideration in the findings and analysis. On the same note, since the majority of users were relatively new to the platform, respondents may not have had the time to reflect on the underlying motivations that were discussed. Thus, the answers might change as users become more integrated with the platform. Lastly, the use of UGT as a foundation to derive interview questions created complications. This could arguably have created an initial bias, as it may have prevented the researchers from seeing the platform without presumptions. This bias was attempted to be overcome by including general questions such as “What motivates you to participate in a #challenge?” in the beginning of the interview, allowing participants to reflect freely, without a set framework. 54PDF Image | It’s time to TikTok
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