0000000001057059
AUTHOR
Risqo Wahid
sj-pdf-1-jig-10.1177_1069031X221129554 - Supplemental material for Becoming TikTok Famous: Strategies for Global Brands to Engage Consumers in an Emerging Market
Supplemental material, sj-pdf-1-jig-10.1177_1069031X221129554 for Becoming TikTok Famous: Strategies for Global Brands to Engage Consumers in an Emerging Market by Risqo Wahid, Heikki Karjaluoto, Kimmo Taiminen and Diah Isnaini Asiati in Journal of International Marketing
sj-pdf-1-jig-10.1177_1069031X221129554 - Supplemental material for Becoming TikTok Famous: Strategies for Global Brands to Engage Consumers in an Emerging Market
Supplemental material, sj-pdf-1-jig-10.1177_1069031X221129554 for Becoming TikTok Famous: Strategies for Global Brands to Engage Consumers in an Emerging Market by Risqo Wahid, Heikki Karjaluoto, Kimmo Taiminen and Diah Isnaini Asiati in Journal of International Marketing
Becoming TikTok Famous : Strategies for Global Brands to Engage Consumers in an Emerging Market
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 n…
Can TikTok Sound Enhance Tourism SMEs’ Engagement?
AbstractThis study explores the role of sound and its interaction with marketer-generated 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 o…