#Beautytok going viral

Purpose: The primary goal of this master's thesis is to examine the factors contributing to the virality of beauty product user-generated content (UGC) on TikTok. It is crucial since TikTok is a relatively new social media platform, and having a deeper understanding of it would help consumers, digital marketers, and brands expand their reach on TikTok. Problem statement: Why beauty product-related UGC goes viral on TikTok, and what characteristics do the videos have? Design/methodology/approach: It applies a mixed-method approach that combines qualitative and quantitative analysis. A qualitative content study of 350 TikTok videos is used to create the dataset. This was followed by a quantitative ANOVA analysis in SPSS to determine whether or not the hypotheses were supported. Findings: Five out of nine hypotheses were confirmed. The main findings demonstrated that several characteristics are crucial for creating a viral video. Hypotheses in all three groups, content-, product- and messenger characteristics, were supported. This demonstrates that when creating a TikTok video to go viral, the product should be unique or unusual, be innovative, and solve a problem. Lastly, the messenger of the video should be an expert on the topic. Practical implications: This thesis can be used by marketers to develop more effective marketing plans for TikTok and other social media platforms. Additionally, a deeper comprehension of how current and potential customers respond to online content can help improve and adapt current social media marketing initiatives. This is important for brands that apply social media to market and sell their products. Keywords: TikTok, user-generated content, electronic word of mouth, social media, viralit

#Beautytok going viral

Purpose: The primary goal of this master's thesis is to examine the factors contributing to the virality of beauty product user-generated content (UGC) on TikTok. It is crucial since TikTok is a relatively new social media platform, and having a deeper understanding of it would help consumers, digital marketers, and brands expand their reach on TikTok. Problem statement: Why beauty product-related UGC goes viral on TikTok, and what characteristics do the videos have? Design/methodology/approach: It applies a mixed-method approach that combines qualitative and quantitative analysis. A qualitative content study of 350 TikTok videos is used to create the dataset. This was followed by a quantitative ANOVA analysis in SPSS to determine whether or not the hypotheses were supported. Findings: Five out of nine hypotheses were confirmed. The main findings demonstrated that several characteristics are crucial for creating a viral video. Hypotheses in all three groups, content-, product- and messenger characteristics, were supported. This demonstrates that when creating a TikTok video to go viral, the product should be unique or unusual, be innovative, and solve a problem. Lastly, the messenger of the video should be an expert on the topic. Practical implications: This thesis can be used by marketers to develop more effective marketing plans for TikTok and other social media platforms. Additionally, a deeper comprehension of how current and potential customers respond to online content can help improve and adapt current social media marketing initiatives. This is important for brands that apply social media to market and sell their products. Keywords: TikTok, user-generated content, electronic word of mouth, social media, viralit

#TikTokMadeMeBuyIt A content analysis of TikTok to understand why product-related user-generated content goes viral.

Purpose: The main goal of this master thesis is to understand why product-related user-generated content (UGC) on social media goes viral by looking at the content-, messenger-, and product characteristics. The social media of interest for the purposes of our research is TikTok. It is important because TikTok is a relatively new social media, and gaining a more profound knowledge of it would be beneficial for both individuals, digital marketers, and brands to increase their reach on TikTok. Problem statement: Why product-related UGC goes viral on TikTok, and what characteristics do the videos hold? Design/methodology/approach: A mixed-method is used, which includes a qualitative and quantitative analysis. The dataset was made using a qualitative content analysis of 500 videos from TikTok. For the quantitative analysis, an ANOVA analysis in SPSS is performed to conclude whether or not the hypotheses can be supported. Findings: Six out of ten hypotheses were confirmed. Two were rejected due to inconsistencies in the sample (skewed numbers). The main findings demonstrated that several characteristics are crucial for creating a viral video. Hypotheses in all three groups, content-, messenger-, and product characteristics, were supported. This demonstrates that numerous attributes in a video are critical for the virality on TikTok. It was found that when creating a TikTok video with the purpose of going viral, the video should be positive and include high-arousal emotions like amusement and curiosity. Also, the product displayed in the video should be unique or unusual, and solve a problem. Lastly, the creator should be entertaining or a good storyteller, and a high number of followers is helpful. Practical implications: Marketers can use this thesis to create improved marketing strategies on TikTok, as well as on other social media. Additionally, gaining a better understanding of how existing and potential consumers react to material online can be helpful to improve and adjust existing social media marketing activities. It is essential for brands who use social media to market and sell their products. Keywords: TikTok, User-generated content, social media, virality, Berger’s STEPP

What is the role of emotions on football fans in affecting online video virality? (Case study of Salford City FC)

Viral video marketing is an expensive process and there is limited scholarly research about what makes video content go viral. A few online communities such as football clubs are keen to explore video virality to engage their audiences. One such club is the Salford City Football Club (FC) who have sponsored this research. Consequently, this study aims to identify the key factors that drive the virality of online video content. To answer the research questions the STEPPS model by Jonah Berger, the Social Sharing of Emotions Theory (SSET), the Social Identity Theory (SIT) and Theory of Planned Behaviour (TPB) were some of the dominant models and theories in understanding the constructs of online video virality. A predominant variable that the STEPPS and SSET highlighted is emotional response from the video viewer, and thus, was primarily used as the theoretical basis for this work. The primary data in this thesis comprised 60 respondents, of which were 32 football fans and 28 non-football fans. The Facial expression recognition software (Noldus 6.0) was used in combination with an online self-reporting web questionnaire to understand the emotions associated with the propensity to share content. In conjunction with emotions the thesis also investigated the role of groups (I.e. football fans and non-football fans) by analysing their effect on sharing which depicted variations on how both sets of groups respond to viral video and non-viral video stimuli. Subsequently, the following are the original contributions to knowledge: 1)The research made theoretical advancements by examining specific emotions, arousal intensity and fan group dynamic using facial expression analysis on viral video stimuli. The results from the thesis indicate that certain emotions are intrinsically viral and have a higher intention to share. The research indicated that fan group dynamics also have a direct role to play into the extent a video is shared and should be considered as an important variable. The research explored the existence of triggers which are specific events of importance that highlight the exact phase a video is most likely to be shared.2)The research made a methodological advancement in virality studies by developing a unique method for predicting online videos in real time using emotional viewing patterns. Related studies in virality prediction uses statistical algorithms to predict virality, this research took a different approach using the emotionality elicited from viewers obtained from facial expression analysis data. 3) The research made methodological advancements in understanding which method is more concurrent for measuring users’ emotions when watching a video stimulus by comparing facial expression analysis data with self-report. The thesis concludes facial expression analysis is a more robust approach for measuring emotions however not for subjective norms like the “intention to share”

The Emergence of a Content Acceptance Model (CAM): New Thoughts Regarding the Trial, Adoption, and Usage of New Media

New Media is defined not by the technology that it is based on but rather on individual level attributes that contribute to the development of new artifacts, practices and social arrangements. However, existing technology adoption models tend to stress technology and organizational level attributes over such individual level characteristics. This suggests that new models are required in order to fully capture how the New Media adoption process works. We are moving away from organizational and technology adoption focus and towards an individual and content adoption focus. A review of existing technology acceptance models reveals that the content provided by these systems is often not considered by these models. A qualitative analysis of 80 in-depth semistructured interviews revealed that it is the content which often drives the trial, use, adoption, and diffusion of New Media systems. A new way of thinking, focusing on individual and content adoption, leads to the emergence of a Content Acceptance Model (CAM): new thoughts regarding the trial, adoption, and usage of New Media

Covid Conspiracy Theories in Global Perspective

Covid Conspiracy Theories in Global Perspective examines how conspiracy theories and related forms of misinformation and disinformation about the Covid-19 pandemic have circulated widely around the world. Covid conspiracy theories have attracted considerable attention from researchers, journalists, and politicians, not least because conspiracy beliefs have the potential to negatively affect adherence to public health measures. While most of this focus has been on the United States and Western Europe, this collection provides a unique global perspective on the emergence and development of conspiracy theories through a series of case studies. The chapters have been commissioned by recognized experts on area studies and conspiracy theories. The chapters present case studies on how Covid conspiracism has played out (some focused on a single country, others on regions), using a range of methods from a variety of disciplinary perspectives, including history, politics, sociology, anthropology, and psychology. Collectively, the authors reveal that, although there are many narratives that have spread virally, they have been adapted for different uses and take on different meanings in local contexts. This volume makes an important contribution to the rapidly expanding field of academic conspiracy theory studies, as well as being of interest to those working in the media, regulatory agencies, and civil society organizations, who seek to better understand the problem of how and why conspiracy theories spread

Covid Conspiracy Theories in Global Perspective

Covid Conspiracy Theories in Global Perspective examines how conspiracy theories and related forms of misinformation and disinformation about the Covid-19 pandemic have circulated widely around the world. Covid conspiracy theories have attracted considerable attention from researchers, journalists, and politicians, not least because conspiracy beliefs have the potential to negatively affect adherence to public health measures. While most of this focus has been on the United States and Western Europe, this collection provides a unique global perspective on the emergence and development of conspiracy theories through a series of case studies. The chapters have been commissioned by recognized experts on area studies and conspiracy theories. The chapters present case studies on how Covid conspiracism has played out (some focused on a single country, others on regions), using a range of methods from a variety of disciplinary perspectives, including history, politics, sociology, anthropology, and psychology. Collectively, the authors reveal that, although there are many narratives that have spread virally, they have been adapted for different uses and take on different meanings in local contexts. This volume makes an important contribution to the rapidly expanding field of academic conspiracy theory studies, as well as being of interest to those working in the media, regulatory agencies, and civil society organizations, who seek to better understand the problem of how and why conspiracy theories spread

In search of digital marketing communications success: the case of oil and gas industry B2B SMEs.

The focus of this study is the use and role of digital marketing communications (DMC) among B2B SMEs in the oil and gas industry. In order to understand the role of DMC, which is described as the use of DMC channels, such as website, social media, e-mail and mobile marketing, a comprehensive review is undertaken into SMEs and B2B marketing theory to identify the nature of their marketing practices. The conceptual framework of critical success factors (CSFs) for DMC is developed to assess the use and role among B2B SMEs. The digital marketing theory is still emerging and at the same time there are calls for more research into B2B and SMEs marketing, and thus this study combines these calls and investigates B2B SMEs and their DMC practices. The study consists of qualitative case study research, which uses three phases of data collection that were undertaken in light of realism research paradigm. The first phase includes a longitudinal systematic observation of oil and gas SMEs and their DMC practices. The second phase includes interviews with marketing agencies to provide a macro view on the oil and gas industry and its marketing practices. The final phase includes interviews with managers from oil and gas B2B SMEs, aiming to gain the internal views and insights on the use and role of DMC. This study contributes to digital marketing theory by investigating five groups of factors affecting DMC strategy for B2B SMEs: internal, external, marketing strategy, website and DMC channels. Empirical data suggests that the two main groups of factors influencing DMC strategy are internal and external factors, putting B2B SMEs in a complex situation, as they are internally dealing with limited resources and operating in the industrial context externally. The study also shows that among B2B SMEs, DMC plays only a supportive role, while the focus remains on traditional communication techniques such as personal face-to-face sales communications

Investigating Online Electioneering in the UK General Election of 2010

This research project is an analysis of the use of digital propaganda by the three major parties in the UK 2010 General Election. In addition to this empirical aim, the study also employs the discipline of memetics to generate a theoretical and methodological approach with which to study digital propaganda. Memetics is an evolutionary theory of culture based around the concept of the ‘meme’ or cultural replicator. This study contends that propaganda can be understood as an evolutionary phenomenon, with the ethical implications of its use specifically addressed in each instance, rather than assumed as part of its definition. The memetic ‘methodological toolkit’ which is used to analyse the data on the 2010 election is a means by which key concepts from within the literature on memetics can be practically deployed. As part of the study this ‘toolkit’ is presented and the testing of it is continually evaluated in order to improve upon the initial design, something which also has implications for the use of memetic concepts within thematic textual analysis. The election itself was not an ‘Internet election’ in the way that the 2008 Presidential Election in the USA might be characterised. Such an election can be identified by a convergence of factors from within the party campaign structures and the wider political environment on a specific subject or individual – commonly a candidate for office – resulting in a high degree of spontaneous online participation and organisation amongst citizen supporters. This study argues that the UK 2010 election did not produce such a convergence due to low levels of voter enthusiasm, uneven social and financial resources and an inability by the major parties to capitalise on the potential opportunities for digital campaigning which arose