A4 Article in conference proceedings
How to Engage Customers on TikTok? (2022)

Wahid, R., Karjaluoto, H., & Taiminen, K. (2022). How to Engage Customers on TikTok?. In ICIS 2022 : Proceedings the 43rd International Conference on Information Systems (Article 2216). Association for Information Systems. https://aisel.aisnet.org/icis2022/social/social/11/

JYU authors or editors

Publication details

All authors or editors: Wahid, Risqo; Karjaluoto, Heikki; Taiminen, Kimmo

Parent publication: ICIS 2022 : Proceedings the 43rd International Conference on Information Systems


  • International Conference on Information Systems

Place and date of conference: Copenhagen, Denmark, 9.-14.12.2022

ISSN: 1026-1079

Publication year: 2022

Article number: 2216

Publisher: Association for Information Systems

Publication country: United States

Publication language: English

Persistent website address: https://aisel.aisnet.org/icis2022/social/social/11/

Publication open access: Not open

Publication channel open access:

Publication is parallel published (JYX): https://jyx.jyu.fi/handle/123456789/84045


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.

Keywords: digital marketing; marketing channels; social media; TikTok; content production; customer experience; committing oneself

Free keywords: customer engagement; content marketing; Indonesia

Contributing organizations

Ministry reporting: Yes

Preliminary JUFO rating: 2

Last updated on 2023-23-01 at 10:02