Becoming TikTok Famous : Strategies for Global Brands to Engage Consumers in an Emerging Market
Wahid, R., Karjaluoto, H., Taiminen, K., & Asiati, D. I. (2022). Becoming TikTok Famous : Strategies for Global Brands to Engage Consumers in an Emerging Market. Journal of International Marketing, OnlineFirst. https://doi.org/10.1177/1069031X221129554
Published inJournal of International Marketing
© The Author(s) 2022
This study examines the effects of content characteristics (i.e., informational and emotional characteristics), language, and nonverbal information on social media engagement (SME; i.e., likes, shares, and comments) in the context of global brands operating in an emerging market and implementing TikTok as a tool for social media marketing. The data set comprised 680 posts, 1,527,340 likes, 58,529 shares, and 18,743 comments collected from global smartphone brands’ TikTok accounts specifically targeting Indonesian consumers. The findings confirm that informational content mainly generates higher SME than emotional content. English and code-switched languages generally improve SME, whereas nonverbal information mostly has no significant effects. Furthermore, English and code-switched languages mainly have negative moderating effects on the relationship between content characteristics (both informational and emotional characteristics) and SME. Theoretically, this study provides a preliminary understanding of effective SME enhancement strategies for global brands targeting consumers on TikTok in emerging markets. Practically, the results of this research can provide guidelines for global brands engaging with consumers in emerging markets. These insights can also assist global brands in creating TikTok-famous content. ...
Publication in research information system
MetadataShow full item record
- Kauppakorkeakoulu 
Additional information about fundingThe author(s) received no financial support for the research, authorship, and/or publication of this article.
Showing items with similar title or keywords.
Wahid, Risqo; Karjaluoto, Heikki; Taiminen, Kimmo (EuroMed Press, 2022)This study aims to examine the effects of visual aesthetics (i.e., classical and expressive) and lengths of textual information (LTI) on customer engagement (i.e., likes and comments) in the contexts of Instagram and small ...
Wahid, Risqo; Karjaluoto, Heikki; Taiminen, Kimmo (Association for Information Systems, 2022)This research investigates the effects of marketer-generated content (i.e., emotional and rational), sounds, and influencers on digital customer engagement (i.e., likes and shares) on TikTok. Data were collected from 10 ...
Lipiäinen, Heini (University of Jyväskylä, 2014)
Palojärvi, Terhi (2018)Tutkimuksen tarkoituksena on selvittää, kuinka markkinointia sosiaalisessa mediassa voidaan toteuttaa yritysten välisillä (business-to-business, b2b) -markkinoilla sekä miten potentiaalinen markkinointikanava sosiaalinen ...