How to Engage Customers on TikTok?
Wahid, R., Karjaluoto, H., & Taiminen, K. (2022). How to Engage Customers on TikTok?. In ICIS 2022 : Proceedings the 43rd International Conference on Information Systems (Article 2216). Association for Information Systems. https://aisel.aisnet.org/icis2022/social/social/11/
DisciplineDigital marketing and CommunicationMarkkinointiDigitaalinen liiketoiminta ja talous (painoala)Basic or discovery scholarshipHyvinvoinnin tutkimuksen yhteisöDigital marketing and CommunicationMarketingDigital Business and Economy (focus area)Basic or discovery scholarshipSchool of Wellbeing
© 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 Indonesian food and beverage brands. The results confirm that emotional content generates more likes and shares than rational (i.e., informational and transactional) content. Conversely, rational (i.e., informational and transactional) posts receive more likes and shares than emotional posts. Additionally, original sounds and influencers positively influence likes and shares. This study advances social media and content marketing literature in three ways. First, this research is among the first to discuss the emerging social media of TikTok. Second, this investigation is the first to examine the audio format as an element influencing engagement. Third, this study focuses on Indonesia, a developing country that is rarely investigated in content marketing studies. Practically, our research findings can guide brands in creating engaging TikTok videos. ...
PublisherAssociation for Information Systems
Parent publication ISBN978-1-958200-04-9
ConferenceInternational Conference on Information Systems
Is part of publicationICIS 2022 : Proceedings the 43rd International Conference on Information Systems
Publication in research information system
MetadataShow full item record
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