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 editorsWahid, Risqo; Karjaluoto, Heikki; Ukpabi, Dandison; Taiminen, Kimmo

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

Parent publication editorsFerrer-Rosell, Berta; Massimo, David; Berezina, Katerina

Conference:

  • e-Tourism Conference

Place and date of conferenceJohannesburg, South Africa18.-20.1.2023

ISBN978-3-031-25751-3

eISBN978-3-031-25752-0

Journal or seriesSpringer Proceedings in Business and Economics

ISSN2198-7246

eISSN2198-7254

Publication year2023

Pages range142-147

Number of pages in the book368

PublisherSpringer

Place of PublicationCham

Publication countrySwitzerland

Publication languageEnglish

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

Publication open accessOpenly available

Publication channel open accessOpen 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.


Keywordstourismtourism businessesmarketing communicationsocial mediaTikTokcustomer experiencecommitting oneself

Free keywordstourism SMEs; TikTok; content marketing; customer engagement; social media


Contributing organizations


Ministry reportingYes

Reporting Year2023

JUFO rating0


Last updated on 2024-15-05 at 13:02