Show simple item record

dc.contributor.authorWahid, Risqo
dc.contributor.authorKarjaluoto, Heikki
dc.contributor.authorTaiminen, Kimmo
dc.date.accessioned2022-11-23T07:51:12Z
dc.date.available2022-11-23T07:51:12Z
dc.date.issued2022
dc.identifier.citationWahid, R., Karjaluoto, H., & Taiminen, K. (2022). How to Engage Customers on TikTok?. In <i>ICIS 2022 : Proceedings the 43rd International Conference on Information Systems</i> (Article 2216). Association for Information Systems. <a href="https://aisel.aisnet.org/icis2022/social/social/11/" target="_blank">https://aisel.aisnet.org/icis2022/social/social/11/</a>
dc.identifier.otherCONVID_159472536
dc.identifier.urihttps://jyx.jyu.fi/handle/123456789/84045
dc.description.abstractThis 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.en
dc.format.mimetypeapplication/pdf
dc.language.isoeng
dc.publisherAssociation for Information Systems
dc.relation.ispartofICIS 2022 : Proceedings the 43rd International Conference on Information Systems
dc.relation.urihttps://aisel.aisnet.org/icis2022/social/social/11/
dc.rightsIn Copyright
dc.subject.otherIndonesia
dc.subject.othercustomer engagement
dc.subject.othercontent marketing
dc.titleHow to Engage Customers on TikTok?
dc.typeconferenceObject
dc.identifier.urnURN:NBN:fi:jyu-202211235323
dc.contributor.laitosKauppakorkeakoulufi
dc.contributor.laitosInformaatioteknologian tiedekuntafi
dc.contributor.laitosSchool of Business and Economicsen
dc.contributor.laitosFaculty of Information Technologyen
dc.contributor.oppiaineDigital marketing and Communicationfi
dc.contributor.oppiaineMarkkinointifi
dc.contributor.oppiaineDigitaalinen liiketoiminta ja talous (painoala)fi
dc.contributor.oppiaineDigital marketing and Communicationen
dc.contributor.oppiaineMarketingen
dc.contributor.oppiaineDigital Business and Economy (focus area)en
dc.type.urihttp://purl.org/eprint/type/ConferencePaper
dc.description.reviewstatuspeerReviewed
dc.relation.issn1026-1079
dc.type.versionpublishedVersion
dc.rights.copyright© Association for Information Systems, 2022
dc.rights.accesslevelopenAccessfi
dc.relation.conferenceInternational Conference on Information Systems
dc.subject.ysomarkkinointikanavat
dc.subject.ysosisältötuotanto
dc.subject.ysososiaalinen media
dc.subject.ysoTikTok
dc.subject.ysositoutuminen
dc.subject.ysodigitaalinen markkinointi
dc.subject.ysoasiakaskokemus
dc.format.contentfulltext
jyx.subject.urihttp://www.yso.fi/onto/yso/p37939
jyx.subject.urihttp://www.yso.fi/onto/yso/p15070
jyx.subject.urihttp://www.yso.fi/onto/yso/p20774
jyx.subject.urihttp://www.yso.fi/onto/yso/p38864
jyx.subject.urihttp://www.yso.fi/onto/yso/p13419
jyx.subject.urihttp://www.yso.fi/onto/yso/p23942
jyx.subject.urihttp://www.yso.fi/onto/yso/p24882
dc.rights.urlhttp://rightsstatements.org/page/InC/1.0/?language=en


Files in this item

Thumbnail

This item appears in the following Collection(s)

Show simple item record

In Copyright
Except where otherwise noted, this item's license is described as In Copyright