A4 Artikkeli konferenssijulkaisussa
How to Engage Customers on TikTok? (2022)
Wahid, R., Karjaluoto, H., & Taiminen, K. (2022). How to Engage Customers on TikTok?. In ICIS 2022 : Proceedings of the 43rd International Conference on Information Systems (Article 2216). Association for Information Systems. https://aisel.aisnet.org/icis2022/social/social/11/
JYU-tekijät tai -toimittajat
Julkaisun tiedot
Julkaisun kaikki tekijät tai toimittajat: Wahid, Risqo; Karjaluoto, Heikki; Taiminen, Kimmo
Emojulkaisu: ICIS 2022 : Proceedings of the 43rd International Conference on Information Systems
Konferenssi:
- International Conference on Information Systems
Konferenssin paikka ja aika: Copenhagen, Denmark, 9.-14.12.2022
eISBN: 978-1-958200-04-9
ISSN: 1026-1079
Julkaisuvuosi: 2022
Artikkelinumero: 2216
Kustantaja: Association for Information Systems
Julkaisumaa: Yhdysvallat (USA)
Julkaisun kieli: englanti
Pysyvä verkko-osoite: https://aisel.aisnet.org/icis2022/social/social/11/
Julkaisun avoin saatavuus: Ei avoin
Julkaisukanavan avoin saatavuus:
Julkaisu on rinnakkaistallennettu (JYX): https://jyx.jyu.fi/handle/123456789/84045
Tiivistelmä
This 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.
YSO-asiasanat: digitaalinen markkinointi; markkinointikanavat; sosiaalinen media; TikTok; sisältötuotanto; asiakaskokemus; sitoutuminen (toiminta)
Vapaat asiasanat: Indonesia
Liittyvät organisaatiot
OKM-raportointi: Kyllä
Raportointivuosi: 2022
JUFO-taso: 2
