| dc.description.abstract | Purpose: The main goal of this master thesis is to understand why product-related user-generated content (UGC) on social media goes viral by looking at the content-, messenger-, and product characteristics. The social media of interest for the purposes of our research is TikTok. It is important because TikTok is a relatively new social media, and gaining a more profound knowledge of it would be beneficial for both individuals, digital marketers, and brands to increase their reach on TikTok.
Problem statement: Why product-related UGC goes viral on TikTok, and what characteristics do the videos hold?
Design/methodology/approach: A mixed-method is used, which includes a qualitative and quantitative analysis. The dataset was made using a qualitative content analysis of 500 videos from TikTok. For the quantitative analysis, an ANOVA analysis in SPSS is performed to conclude whether or not the hypotheses can be supported.
Findings: Six out of ten hypotheses were confirmed. Two were rejected due to inconsistencies in the sample (skewed numbers). The main findings demonstrated that several characteristics are crucial for creating a viral video. Hypotheses in all three groups, content-, messenger-, and product characteristics, were supported. This demonstrates that numerous attributes in a video are critical for the virality on TikTok. It was found that when creating a TikTok video with the purpose of going viral, the video should be positive and include high-arousal emotions like amusement and curiosity. Also, the product displayed in the video should be unique or unusual, and solve a problem. Lastly, the creator should be entertaining or a good storyteller, and a high number of followers is helpful.
Practical implications: Marketers can use this thesis to create improved marketing strategies on TikTok, as well as on other social media. Additionally, gaining a better understanding of how existing and potential consumers react to material online can be helpful to improve and adjust existing social media marketing activities. It is essential for brands who use social media to market and sell their products.
Keywords: TikTok, User-generated content, social media, virality, Berger’s STEPPS | |
