A1 Journal article (refereed)
Becoming TikTok Famous : Strategies for Global Brands to Engage Consumers in an Emerging Market (2023)
Wahid, R., Karjaluoto, H., Taiminen, K., & Asiati, D. I. (2023). Becoming TikTok Famous : Strategies for Global Brands to Engage Consumers in an Emerging Market. Journal of International Marketing, 31(1), 106-123. https://doi.org/10.1177/1069031X221129554
JYU authors or editors
Publication details
All authors or editors: Wahid, Risqo; Karjaluoto, Heikki; Taiminen, Kimmo; Asiati, Diah Isnaini
Journal or series: Journal of International Marketing
ISSN: 1069-031X
eISSN: 1547-7215
Publication year: 2023
Publication date: 04/11/2022
Volume: 31
Issue number: 1
Pages range: 106-123
Publisher: SAGE Publications
Publication country: United Kingdom
Publication language: English
DOI: https://doi.org/10.1177/1069031X221129554
Publication open access: Openly available
Publication channel open access: Open Access channel
Publication is parallel published (JYX): https://jyx.jyu.fi/handle/123456789/83867
Additional information: Special Issue Article
Abstract
This study examines the effects of content characteristics (i.e., informational and emotional characteristics), language, and nonverbal information on social media engagement (SME; i.e., likes, shares, and comments) in the context of global brands operating in an emerging market and implementing TikTok as a tool for social media marketing. The data set comprised 680 posts, 1,527,340 likes, 58,529 shares, and 18,743 comments collected from global smartphone brands’ TikTok accounts specifically targeting Indonesian consumers. The findings confirm that informational content mainly generates higher SME than emotional content. English and code-switched languages generally improve SME, whereas nonverbal information mostly has no significant effects. Furthermore, English and code-switched languages mainly have negative moderating effects on the relationship between content characteristics (both informational and emotional characteristics) and SME. Theoretically, this study provides a preliminary understanding of effective SME enhancement strategies for global brands targeting consumers on TikTok in emerging markets. Practically, the results of this research can provide guidelines for global brands engaging with consumers in emerging markets. These insights can also assist global brands in creating TikTok-famous content.
Keywords: international corporations; digital marketing; marketing communication; social media; TikTok; brands; consumers; committing someone; emerging markets
Free keywords: social media marketing; content marketing; TikTok; global brands; customer engagement
Contributing organizations
Ministry reporting: Yes
Reporting Year: 2023
Preliminary JUFO rating: 2