From Scroll to Heart - Exploring Consumer Engagement on TikTok through Brand Personification Strategies
(2024) BUSN39 20241Department of Business Administration
- Abstract
- Purpose: This study investigates the impact of personified brand strategies on consumer engagement on TikTok, a popular social media platform. The research explores how global consumer brands utilise brand anthropomorphism, with a distinction among brand ambassadors, brand spokespersons, and user-generated content (UGC), to engage with consumers on TikTok.
Methodology: A quantitative content analysis method is employed to analyse brand content posted on TikTok. The analysis focuses on consumer engagement metrics, such as comments, to assess the effectiveness of different personified brand strategies in building consumer-brand relationships.
Findings: The study unveils a significant but unexpected revelation regarding brand... (More) - Purpose: This study investigates the impact of personified brand strategies on consumer engagement on TikTok, a popular social media platform. The research explores how global consumer brands utilise brand anthropomorphism, with a distinction among brand ambassadors, brand spokespersons, and user-generated content (UGC), to engage with consumers on TikTok.
Methodology: A quantitative content analysis method is employed to analyse brand content posted on TikTok. The analysis focuses on consumer engagement metrics, such as comments, to assess the effectiveness of different personified brand strategies in building consumer-brand relationships.
Findings: The study unveils a significant but unexpected revelation regarding brand anthropomorphism and its impact on consumer engagement on TikTok. Contrary to expectations, brand anthropomorphism exhibits a noteworthy negative correlation with consumer engagement, signalling complexities in consumer perceptions and preferences. Additionally, the presence of brand ambassadors on TikTok demonstrates a significant yet negative relationship with consumer engagement, further underscoring the nuanced nature of these dynamics.
Theoretical Contributions: This study extends existing theories of consumer-brand relationships by exploring the unique context of TikTok. It provides new insights into the complexities and potential challenges of personified brand strategies on this platform, highlighting how traditional branding approaches may not always align with consumer engagement dynamics in a rapidly evolving digital landscape.
Managerial Implications: The findings offer practical guidance for marketers on TikTok, emphasising the importance of authenticity, careful alignment of brand messages with consumer values, and the potential risks associated with brand anthropomorphism and brand ambassadors. By leveraging these insights, businesses can optimise their strategies to better engage with TikTok's young, dynamic audience and build more effective consumer-brand relationships.
Originality/Value: This thesis offers a novel exploration of personified brand strategies on TikTok, contributing new insights into marketing, branding, and consumer behaviour. The study expands upon existing theoretical frameworks by empirically testing hypotheses related to brand anthropomorphism, brand ambassadors, spokespersons and user-generated content on TikTok. It sheds light on the nuances of consumer-brand interactions in the digital age. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9162626
- author
- Schürmann, Neele Marie LU and Krip, Ema LU
- supervisor
- organization
- course
- BUSN39 20241
- year
- 2024
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Consumer Engagement, TikTok, Personified Brand Strategies, Brand Anthropomorphism, Content Analysis
- language
- English
- id
- 9162626
- date added to LUP
- 2024-06-25 13:26:01
- date last changed
- 2024-06-25 13:26:01
@misc{9162626,
abstract = {{Purpose: This study investigates the impact of personified brand strategies on consumer engagement on TikTok, a popular social media platform. The research explores how global consumer brands utilise brand anthropomorphism, with a distinction among brand ambassadors, brand spokespersons, and user-generated content (UGC), to engage with consumers on TikTok.
Methodology: A quantitative content analysis method is employed to analyse brand content posted on TikTok. The analysis focuses on consumer engagement metrics, such as comments, to assess the effectiveness of different personified brand strategies in building consumer-brand relationships.
Findings: The study unveils a significant but unexpected revelation regarding brand anthropomorphism and its impact on consumer engagement on TikTok. Contrary to expectations, brand anthropomorphism exhibits a noteworthy negative correlation with consumer engagement, signalling complexities in consumer perceptions and preferences. Additionally, the presence of brand ambassadors on TikTok demonstrates a significant yet negative relationship with consumer engagement, further underscoring the nuanced nature of these dynamics.
Theoretical Contributions: This study extends existing theories of consumer-brand relationships by exploring the unique context of TikTok. It provides new insights into the complexities and potential challenges of personified brand strategies on this platform, highlighting how traditional branding approaches may not always align with consumer engagement dynamics in a rapidly evolving digital landscape.
Managerial Implications: The findings offer practical guidance for marketers on TikTok, emphasising the importance of authenticity, careful alignment of brand messages with consumer values, and the potential risks associated with brand anthropomorphism and brand ambassadors. By leveraging these insights, businesses can optimise their strategies to better engage with TikTok's young, dynamic audience and build more effective consumer-brand relationships.
Originality/Value: This thesis offers a novel exploration of personified brand strategies on TikTok, contributing new insights into marketing, branding, and consumer behaviour. The study expands upon existing theoretical frameworks by empirically testing hypotheses related to brand anthropomorphism, brand ambassadors, spokespersons and user-generated content on TikTok. It sheds light on the nuances of consumer-brand interactions in the digital age.}},
author = {{Schürmann, Neele Marie and Krip, Ema}},
language = {{eng}},
note = {{Student Paper}},
title = {{From Scroll to Heart - Exploring Consumer Engagement on TikTok through Brand Personification Strategies}},
year = {{2024}},
}