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9.4 Appendix D Interview Questions Hello! First and foremost, we want to thank you for joining us today. We are very grateful! We thought that we could start with explaining how this interview will be done. Soon we will present ourselves, so that you know who you are talking to. We will therefore go through the topic we are researching and the purpose of this interview. The main part of the interview will then be divided into two parts: We will first ask questions in general about TikTok, and then go more into the underlying motivation to participate in TikTok. Presentation about us: age, occupation, and where we are from Presentation of topic: Alright, we are currently writing our bachelor-thesis, which is our last major work at the University. Since we are all studying marketing, for our thesis, we have chosen to look further at TikTok, as you’re aware of. Therefore, we are investigating motivations for Gen Z’s participation in #challenges on TikTok. Are you aware of what #challenges are? - #challenges challenge the user to do pretty much anything, for example a dance, sing, or a skit. We thought we would start by looking at a few challenges - Talk about (#BeautifulPeople, #ArtChallenge, #DnaTestChallenge, #GuacDance #PlankChallenge) What we are looking to investigate is if these “#challenges” is something that marketers can use to reach out to your generation. Therefore, we have chosen to find out why people participate in #challenges. That is, what motivates people to record when they dance, sing or do any kind of #challenge. If one can understand these motivations, then as a marketer one can structure a #challenge based on that knowledge. For example, if we find that people want to participate in a challenge if your friend does it, or because it is fun, then challenges can create a challenge that is fun and make it together with someone to generate more engagement. It doesn't really matter if you have participated in a challenge before, what we are trying to see is what would motivate someone to participate in this phenomenon. Do you have any questions thus far? Ground rules: To make sure that everything is done the right way, we will now go through how we are going to handle your information. First and foremost, you will remain anonymous in this report. This is done so that you can feel comfortable in your answers and answer freely. Those answers that we are given 73PDF Image | It’s time to TikTok
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