Skip to main content

LUP Student Papers

LUND UNIVERSITY LIBRARIES

Make every second count” - How TikTok users create meaning from branded content

Peplow, Luisa LU (2021) SKOM12 20211
Department of Strategic Communication
Abstract
Although successful branded video content needs to be adapted towards the needs of consumers and rituals of the specific social media platform, a focus on consumers understanding of branded content is currently not explored within strategic brand communication. This study problematizes branded video content on the social media short video platform TikTok and highlights the perspective of consumers. The purpose of this thesis is to gain insights into how consumer understand and make sense of branded video content. Further, it focuses on gaining a deeper understanding about how users understand the application of rituals and social practices and authenticity in branded video content. To address this purpose, a qualitative study with TikTok... (More)
Although successful branded video content needs to be adapted towards the needs of consumers and rituals of the specific social media platform, a focus on consumers understanding of branded content is currently not explored within strategic brand communication. This study problematizes branded video content on the social media short video platform TikTok and highlights the perspective of consumers. The purpose of this thesis is to gain insights into how consumer understand and make sense of branded video content. Further, it focuses on gaining a deeper understanding about how users understand the application of rituals and social practices and authenticity in branded video content. To address this purpose, a qualitative study with TikTok user and the usage of material from the brands RyanAir, Starbucks and Dominos was conducted. This thesis uses consumer culture theory and interpretive strategies to analyze the collected data. The analysis shows that consumer use their personal experience and values, as well as rituals from the platform to make sense of the branded content. Moreover, brands are seen as successful community members if they have knowhow of the platform’s social practices and rituals, as well as creativity. Last, branded content was understood as authentic, if branded content was matching the brand identity and values, as well as the values of the community members. (Less)
Please use this url to cite or link to this publication:
author
Peplow, Luisa LU
supervisor
organization
course
SKOM12 20211
year
type
H2 - Master's Degree (Two Years)
subject
keywords
branded content, strategic brand communication, TikTok, consumer culture theory, rituals, authenticity
language
English
id
9060251
date added to LUP
2021-07-01 10:19:07
date last changed
2021-07-01 10:19:07
@misc{9060251,
  abstract     = {{Although successful branded video content needs to be adapted towards the needs of consumers and rituals of the specific social media platform, a focus on consumers understanding of branded content is currently not explored within strategic brand communication. This study problematizes branded video content on the social media short video platform TikTok and highlights the perspective of consumers. The purpose of this thesis is to gain insights into how consumer understand and make sense of branded video content. Further, it focuses on gaining a deeper understanding about how users understand the application of rituals and social practices and authenticity in branded video content. To address this purpose, a qualitative study with TikTok user and the usage of material from the brands RyanAir, Starbucks and Dominos was conducted. This thesis uses consumer culture theory and interpretive strategies to analyze the collected data. The analysis shows that consumer use their personal experience and values, as well as rituals from the platform to make sense of the branded content. Moreover, brands are seen as successful community members if they have knowhow of the platform’s social practices and rituals, as well as creativity. Last, branded content was understood as authentic, if branded content was matching the brand identity and values, as well as the values of the community members.}},
  author       = {{Peplow, Luisa}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Make every second count” - How TikTok users create meaning from branded content}},
  year         = {{2021}},
}