A4 Article in conference proceedings
Can TikTok Sound Enhance Tourism SMEs’ Engagement? (2023)

Wahid, R., Karjaluoto, H., Ukpabi, D., & Taiminen, K. (2023). Can TikTok Sound Enhance Tourism SMEs’ Engagement?. In B. Ferrer-Rosell, D. Massimo, & K. Berezina (Eds.), Information and Communication Technologies in Tourism 2023 : Proceedings of the ENTER 2023 eTourism Conference, January 18-20, 2023 (pp. 142-147). Springer. Springer Proceedings in Business and Economics. https://doi.org/10.1007/978-3-031-25752-0_15

JYU authors or editors

Publication details

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

Parent publication: Information and Communication Technologies in Tourism 2023 : Proceedings of the ENTER 2023 eTourism Conference, January 18-20, 2023

Parent publication editors: Ferrer-Rosell, Berta; Massimo, David; Berezina, Katerina

Conference:

Place and date of conference: Johannesburg, South Africa, 18.-20.1.2023

ISBN: 978-3-031-25751-3

eISBN: 978-3-031-25752-0

Journal or series: Springer Proceedings in Business and Economics

ISSN: 2198-7246

eISSN: 2198-7254

Publication year: 2023

Pages range: 142-147

Number of pages in the book: 368

Publisher: Springer

Place of Publication: Cham

Publication country: Switzerland

Publication language: English

DOI: https://doi.org/10.1007/978-3-031-25752-0_15

Publication open access: Openly available

Publication channel open access: Open Access channel

Publication is parallel published (JYX): https://jyx.jyu.fi/handle/123456789/85172

Abstract

This study explores the role of sound and its interaction with marketergenerated content (MGC) (i.e., emotional, informational, transactional) in influencing customer engagement (CE) (i.e., views and shares) in the context of tourism SMEs and TikTok. Content analysis was conducted to analyze data from 7 travel guide services in Indonesia. The final dataset comprised 660 TikTok videos, 4,092,289 views, and 10,920 shares. The results confirm that cover sound has no direct effect either on views or shares. Also, cover sound has no interaction effects with any MGC in impacting CE (i.e., views and shares). Individually, the MGC of emotional content has significant and positive effects on views, while informational and transactional posts have no significant effects on views. Further, transactional social media posts have significant and positive effects on shares, while informational and emotional posts have no significant effects on shares. Theoretically, this study expands content marketing and tourism CE literature by investigating factors driving CE in the context of tourism SMEs and TikTok. Practically, findings from this research can assist tourism SMEs in optimizing their content marketing strategies on TikTok.

Keywords: tourism; tourism businesses; marketing communication; social media; TikTok; customer experience; committing oneself

Free keywords: tourism SMEs; TikTok; content marketing; customer engagement; social media

Contributing organizations

Ministry reporting: Yes

Preliminary JUFO rating: 0