Make every second count” - How TikTok users create meaning from branded content
(2021) SKOM12 20211Department 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:
http://lup.lub.lu.se/student-papers/record/9060251
- author
- Peplow, Luisa LU
- supervisor
- organization
- course
- SKOM12 20211
- year
- 2021
- 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}}, }