Organisk marknadsföring på TikTok -En kvantitativ enkätstudie om hur organisk marknadsföring påverkar köpintentionen hos konsumenter på TikTok
(2023) SKDK11 20231Department of Strategic Communication
- Abstract
- The purpose of this thesis is to explore how different factors connected to organic marketing on TikTok affect how individuals are tempted to purchase. TikTok is a social media platform that differs from previous platforms as TikTok is a content driven and not follower driven app. There is a lack of research about TikTok as a communication medium and the new format could contribute to new developments in marketing strategies.
The study has been contrived through a quantitative survey study where 170 respondents answered questions created based on three categories within the Theory of Planned Behavior: attitude, user competence and subjective norm as well as other elements of organic marketing such as Electronic Word of Mouth (EWOM) joined... (More) - The purpose of this thesis is to explore how different factors connected to organic marketing on TikTok affect how individuals are tempted to purchase. TikTok is a social media platform that differs from previous platforms as TikTok is a content driven and not follower driven app. There is a lack of research about TikTok as a communication medium and the new format could contribute to new developments in marketing strategies.
The study has been contrived through a quantitative survey study where 170 respondents answered questions created based on three categories within the Theory of Planned Behavior: attitude, user competence and subjective norm as well as other elements of organic marketing such as Electronic Word of Mouth (EWOM) joined together with User-Generated Content (UGC). The result showed that Electronic Word of Mouth (EWOM) had the greatest positive correlation with being enticed to buy. The result also showed that entertainment and authenticity are two important characteristics for marketing on TikTok. Thus, the results of our study show that organic marketing strategies work better in accordance with TikTok's format. (Less) - Abstract (Swedish)
- Syftet med detta examensarbete är att utforska hur olika faktorer kopplat till organisk marknadsföring på TikTok påverkar hur individer lockas till köp. TikTok är en sociala medieplattform som skiljer sig från tidigare plattformar då TikTok är innehållsdriven och inte följardriven. Det finns inte mycket forskning kring TikTok som kommunikativ kanal och det nya formatet kan bidra till nya utvecklingar inom marknadsföring.
Studien har gjorts genom en kvantitativ enkätstudie där 170 respondenter fick svara på frågor som skapats utifrån tre kategorier inom Theory of Planned Behavior: attityd, användarkompetens och subjektiv norm samt andra fenomen inom organisk marknadsföring som Electronic Word of Mouth (EWOM) där User-Generated Content... (More) - Syftet med detta examensarbete är att utforska hur olika faktorer kopplat till organisk marknadsföring på TikTok påverkar hur individer lockas till köp. TikTok är en sociala medieplattform som skiljer sig från tidigare plattformar då TikTok är innehållsdriven och inte följardriven. Det finns inte mycket forskning kring TikTok som kommunikativ kanal och det nya formatet kan bidra till nya utvecklingar inom marknadsföring.
Studien har gjorts genom en kvantitativ enkätstudie där 170 respondenter fick svara på frågor som skapats utifrån tre kategorier inom Theory of Planned Behavior: attityd, användarkompetens och subjektiv norm samt andra fenomen inom organisk marknadsföring som Electronic Word of Mouth (EWOM) där User-Generated Content (UGC) ingår. Resultatet visade att Electronic Word of Mouth (EWOM) hade störst positiva samband med att lockas till köp. Resultatet visade också att underhållning och autenticitet är två viktiga karaktärsdrag för marknadsföring på TikTok. Således visar resultaten från vår studie att organiska marknadsföringsstrategier fungerar bättre enligt TikToks format. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9135167
- author
- Holmqvist, Paula LU and Torres, Isabel
- supervisor
- organization
- course
- SKDK11 20231
- year
- 2023
- type
- M2 - Bachelor Degree
- subject
- keywords
- Strategisk kommunikation, Digital marknadsföring, TikTok, Theory of Planned Behavior, Electronic Word Of Mouth, User-Generated Content, Social Media Marketing, Organisk marknadsföring, Sociala medier
- language
- Swedish
- id
- 9135167
- date added to LUP
- 2023-08-29 11:34:11
- date last changed
- 2023-08-29 11:34:11
@misc{9135167,
abstract = {{The purpose of this thesis is to explore how different factors connected to organic marketing on TikTok affect how individuals are tempted to purchase. TikTok is a social media platform that differs from previous platforms as TikTok is a content driven and not follower driven app. There is a lack of research about TikTok as a communication medium and the new format could contribute to new developments in marketing strategies.
The study has been contrived through a quantitative survey study where 170 respondents answered questions created based on three categories within the Theory of Planned Behavior: attitude, user competence and subjective norm as well as other elements of organic marketing such as Electronic Word of Mouth (EWOM) joined together with User-Generated Content (UGC). The result showed that Electronic Word of Mouth (EWOM) had the greatest positive correlation with being enticed to buy. The result also showed that entertainment and authenticity are two important characteristics for marketing on TikTok. Thus, the results of our study show that organic marketing strategies work better in accordance with TikTok's format.}},
author = {{Holmqvist, Paula and Torres, Isabel}},
language = {{swe}},
note = {{Student Paper}},
title = {{Organisk marknadsföring på TikTok -En kvantitativ enkätstudie om hur organisk marknadsföring påverkar köpintentionen hos konsumenter på TikTok}},
year = {{2023}},
}