A1 Journal article (refereed)
Becoming TikTok Famous : Strategies for Global Brands to Engage Consumers in an Emerging Market (2022)

Wahid, R., Karjaluoto, H., Taiminen, K., & Asiati, D. I. (2022). 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: 2022

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


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: No, publication in press

JUFO rating: 2

Preliminary JUFO rating: 2

Last updated on 2023-28-01 at 07:29