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dc.contributor.authorWahid, Risqo
dc.contributor.authorKarjaluoto, Heikki
dc.contributor.authorTaiminen, Kimmo
dc.contributor.authorAsiati, Diah Isnaini
dc.date.accessioned2022-11-14T11:18:21Z
dc.date.available2022-11-14T11:18:21Z
dc.date.issued2022
dc.identifier.citationWahid, R., Karjaluoto, H., Taiminen, K., & Asiati, D. I. (2022). Becoming TikTok Famous : Strategies for Global Brands to Engage Consumers in an Emerging Market. <i>Journal of International Marketing</i>, <i>31</i>(1), 106-123. <a href="https://doi.org/10.1177/1069031X221129554" target="_blank">https://doi.org/10.1177/1069031X221129554</a>
dc.identifier.otherCONVID_159483482
dc.identifier.urihttps://jyx.jyu.fi/handle/123456789/83867
dc.description.abstractThis 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.en
dc.format.mimetypeapplication/pdf
dc.language.isoeng
dc.publisherSAGE Publications
dc.relation.ispartofseriesJournal of International Marketing
dc.rightsCC BY 4.0
dc.subject.othersocial media marketing
dc.subject.othercontent marketing
dc.subject.otherTikTok
dc.subject.otherglobal brands
dc.subject.othercustomer engagement
dc.titleBecoming TikTok Famous : Strategies for Global Brands to Engage Consumers in an Emerging Market
dc.typearticle
dc.identifier.urnURN:NBN:fi:jyu-202211145165
dc.contributor.laitosKauppakorkeakoulufi
dc.contributor.laitosSchool of Business and Economicsen
dc.contributor.oppiaineDigitaalinen liiketoiminta ja talous (painoala)fi
dc.contributor.oppiaineDigital marketing and Communicationfi
dc.contributor.oppiaineMarkkinointifi
dc.contributor.oppiaineDigital Business and Economy (focus area)en
dc.contributor.oppiaineDigital marketing and Communicationen
dc.contributor.oppiaineMarketingen
dc.type.urihttp://purl.org/eprint/type/JournalArticle
dc.description.reviewstatuspeerReviewed
dc.format.pagerange106-123
dc.relation.issn1069-031X
dc.relation.numberinseries1
dc.relation.volume31
dc.type.versionpublishedVersion
dc.rights.copyright© The Author(s) 2022
dc.rights.accesslevelopenAccessfi
dc.subject.ysositouttaminen
dc.subject.ysokuluttajat
dc.subject.ysoTikTok
dc.subject.ysososiaalinen media
dc.subject.ysobrändit
dc.subject.ysodigitaalinen markkinointi
dc.subject.ysokansainväliset yritykset
dc.subject.ysokehittyvät markkinat
dc.subject.ysomarkkinointiviestintä
dc.format.contentfulltext
jyx.subject.urihttp://www.yso.fi/onto/yso/p19420
jyx.subject.urihttp://www.yso.fi/onto/yso/p1397
jyx.subject.urihttp://www.yso.fi/onto/yso/p38864
jyx.subject.urihttp://www.yso.fi/onto/yso/p20774
jyx.subject.urihttp://www.yso.fi/onto/yso/p23851
jyx.subject.urihttp://www.yso.fi/onto/yso/p23942
jyx.subject.urihttp://www.yso.fi/onto/yso/p14953
jyx.subject.urihttp://www.yso.fi/onto/yso/p27277
jyx.subject.urihttp://www.yso.fi/onto/yso/p6988
dc.rights.urlhttps://creativecommons.org/licenses/by/4.0/
dc.relation.doi10.1177/1069031X221129554
jyx.fundinginformationThe author(s) received no financial support for the research, authorship, and/or publication of this article.


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