#Beautytok going viral
Master thesis
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https://hdl.handle.net/11250/3082366Utgivelsesdato
2023Metadata
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Purpose: The primary goal of this master's thesis is to examine the factors contributing to thevirality of beauty product user-generated content (UGC) on TikTok. It is crucial since TikTok isa relatively new social media platform, and having a deeper understanding of it would helpconsumers, digital marketers, and brands expand their reach on TikTok.Problem statement: Why beauty product-related UGC goes viral on TikTok, and whatcharacteristics do the videos have?Design/methodology/approach: It applies a mixed-method approach that combines qualitativeand quantitative analysis. A qualitative content study of 350 TikTok videos is used to create thedataset. This was followed by a quantitative ANOVA analysis in SPSS to determine whether ornot the hypotheses were supported.Findings: Five out of nine hypotheses were confirmed. The main findings demonstrated thatseveral characteristics are crucial for creating a viral video. Hypotheses in all three groups,content-, product- and messenger characteristics, were supported. This demonstrates that whencreating a TikTok video to go viral, the product should be unique or unusual, be innovative, andsolve a problem. Lastly, the messenger of the video should be an expert on the topic.Practical implications: This thesis can be used by marketers to develop more effectivemarketing plans for TikTok and other social media platforms. Additionally, a deepercomprehension of how current and potential customers respond to online content can helpimprove and adapt current social media marketing initiatives. This is important for brands thatapply social media to market and sell their products.Keywords: TikTok, user-generated content, electronic word of mouth, social media, virality