In this essay, the concept of online and fourth wave feminism is enhanced through a study of the TikTok-trend #servingcvnt (serving cunt). This study builds on the engagement of contemporary forms of feminist culture with the ever changing dynamic of social media platforms. It offers insight into the otherwise inscrutable world of a TikTok subculture and discloses the mechanisms and practices behind the culturally tinged feminism taking place within it. Combining Muted Group Theory and the conceptual framework of recent feminist media studies, the process of reclaiming is explained and analyzed in terms of feminist humor and shamelessness as resistance tactics. The analysis uses material collected through digital ethnography, encoded through content analysis, that results in detailed studies of video material as well as a portrayal of the digital environment. The study showcases a digital environment tainted by feminine confidence, solidarity and a mentality of shamelessness and humor. #servingcvnt is a subculture constructed by females for females in which they encourage, support and inspire each other to take up space and emancipate from a shaming culture wherein to serve cunt is to reject ideas about how women “should not” be. By constructing their own culture and language, women form a safe sphere in which their own rules and norms apply and reign dominant. This study shows how feminist resistance is injected with a newfound power and possibilities enabled through TikToks media logic and affordances. Hence, this essay should be considered a study of the old phenomenon of reclaiming within a contemporary format of the social media platform TikTok. It is argued that the results and analysis of this study contributes valuable insights to contemporary feminist characteristics, tactics and environments, usable for other future researchers.

Social Network Sites (SNSs) have emerged as a new way of socializing in the internet age with TikTok being the latest platform to emerge as a worldwide phenomenon, particularly popular amongst the youth. However, there is a knowledge gap about how youth in Sweden’s self-presentation is shaped by the design of TikTok. This explorative study aims to examine what possibilities and restrictions TikTok facilitates for self-presentation and what relevance the users’ physical location, more specifically Sweden, has for their content. We conducted qualitative interviews with ten individuals between the ages of 18 and 23, living in Sweden and that have all created videos on the platform. The gathered data, analyzed using thematic analysis, resulted in five different themes, Usage, Functionality/Platform design, Socializing, Personal life and Expressing oneself; each with underlying categories and codes. From the analysis it became apparent that it is not only the design of the platform, but also its use in relation to other SNSs which shapes how users present themselves on it. The unique downplay of following friends and family as well as the encouraged use of filters and sounds from other users’ videos result in a distinct freedom of expression as well as video creation based on imitation. We also found that the platform seems to offer easy accessible tools for creative exploration without the imposed expectation of posting publicly. These findings show that youths in Sweden have a profound understanding and awareness of how SNSs can be utilized regarding self-presentation in daily life.

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This thesis researches users’ motivations for using TikTok, their experience with the personalized algorithm and the effect it has on their subjective well-being. The study is of qualitative character containing 19 questionnaire responses and qualitative interviews with five participants that use TikTok to some extent. The choice of participants was made according to convenience sampling and snowball selection where the results have been analyzed through qualitative content analysis. The literature review resulted in three themes, (1) Motivations for using TikTok, (2) TikTok’s personalized algorithm and its effects, (3) TikTok’s effect on users’ well-being. The results show that the motivation is a key part in users’ engagement with TikTok. Users’ motivations can be to seek entertainment, enjoyment, or inspiration for hobbies where the algorithm responds and analyzes the motivations, in turn the algorithm reinforcesthis in users’ consumption patterns which can result in positive or negative consequences. Their well-being can either increase due to being able to fill up time or entertain themselves, but it can also result in feelings of envy or dissatisfaction with their appearance or looks. These conclusions contribute to the body of research related to social media's effect on their users. It shows the crucial need for future investigation and research of user’s motivations, their experience and effect from the personalized algorithm, and the consequences that the use of digital platforms like TikTok can have on their well-being.

TikTok a Chinese-based social media application, in the last five years has reached global success. It became the first non-American application to reach such massive popularity. This has sparked controversy in the US. Recent studies have highlighted the benefits and disadvantages of this social media app. This thesis goes further and explore the debate regarding a foreign social media, by analyzing the discussion surrounding TikTok in the US through the lens of securitization and riskification. Securitization is a theory developed by the Copenhagen’s school and the latter is a theory developed by Olaf Corry. Both have been adapted in this study to create a specific analytical framework. A case study coupled with a qualitative content analysis has been the method used to analyze political statements, news articles, and reports to be able to answer the research questions. This study finds that the political debate surrounding TikTok in the US presents more riskification’s elements than securitization’s ones. Specifically, the application has been considered more a risk than a threat to national security. The research paper concludes with a discussion and interpretation of the risk posed by the application, in which banning the application is not the solution but finding a more comprehensive legal framework for data privacy and security.

Denna studie handlar om Andrew Tates uttalanden på TikTok och vilka ideer han sprider om män och kvinnor. Syftet var att undersöka Tates idealbild av både män och kvinnor. De teoretiska ramverk som studien är uppbyggd av är femininitets- och maskulinitetsteorier, samt en socialkonstruktionistisk idetradition. För att få en djupare bild av Tates uttalanden har både en tematisk- och DHA analys utförts. Genom den tematiska analysen kunde orden och meningarna brytas ner i teman som visade på tydliga mönster i Tates uttalanden om män och kvinnor och vad han ansåg vara maskulint respektive feminint. DHA analysen möjliggjorde en djupare analys av vilka värden Tate tillsätter män och kvinnor samt hur diskursen byggs upp. Resultatet av den tematiska analysen utmynnade i fyra huvudteman. Dessa var misogyni, mansideal, kvinnoideal, könsroller och Tate försöker visa medkänsla för kvinnor. Resultaten av DHA analysen påvisar att Tate tycker det är viktigt att skilja på könen och gör detta genom att belysa skillnaderna på män och kvinnor.

English title: Marketing within digital platforms: An interview study regarding digital marketing onTikTok and InstagramMarketing through social media platforms is a powerful way for businesses to reach andconnect with customers. The growth prominence of technical innovations together withglobalization has influenced the way in which we connect with each other. The dramaticchange in the media landscape became an opportunity for companies to use social media as amarketing-tool enabling two-way communication between companies and customers. As thelandscape expands, the competition increases as well as the clutter of communication andcompanies may have to work in creative ways to get through to their customers. In this study,we examine how marketing communication takes form through the social media platformsTikTok and Instagram. This study examines empirical data collected through four semistructuredinterviews, which has been analyzed using theories from a qualitative approach.The results show that digital marketing is here to stay, and it will probably find new methodsto make it beneficial for companies. Advertising through social media and creative movingimage content is a prominent way to break through communication clutter. In this study, weare trying to understand the power of marketing through social media by understanding theimportance of the tools that are being used and in which way it is more beneficial for thecompanies as well as the customers.

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As the development of digitization becomes more extensive and integrated into our daily lives, it shapes people around the world. This influence extends to how we create value, communicate, and consume. Today, a large portion of the Swedish population uses social media for various reasons, albeit with a lack of awareness of its impact on the individual's subconscious. The motivation for this study was to examine how influencers on TikTok influence consumer behavior in Stockholm.  By employing a mixed-method approach, integrating both qualitative and quantitative research methods, the study aims to achieve a thorough and comprehensive understanding of the subject. To gain in-depth insights, a survey and semi-structured interviews have been conducted. Based on the chosen research approaches in the study, it is possible to identify how influencers on TikTok affect and capture the interest of consumers while allowing the quantification and generalization of certain aspects.  The empirical results of the study also reveal differences in how micro- and macro-influencers impact their followers. While micro-influencers tend to create stronger and more personal relationships with their followers, macro-influencers have a broader reach but a less personal connection. However, both types of influencers have a significant impact on consumer purchasing decisions, but in different ways. Three central concepts consistently emerged during the study: trust, reliability, and authenticity. These concepts have proven to be crucial factors in consumers' attitudes toward influencer marketing. To build relationships with consumers, the focus should primarily be on establishing trust, which is largely accomplished through influencers.  The study's empirical evidence generally indicates a low level of reliability towards influencer marketing, but despite this, consumers are still influenced by its marketing. In conclusion, this study emphasizes the potential of influencer marketing but also highlights the challenges and ethical considerations associated with this form of marketing. Future research should continue to explore these aspects to understand and manage the complex and dynamic nature of influencer marketing. The study provides valuable insights and guidance for academics and practitioners in marketing. / I takt med att digitaliseringens utveckling blir mer omfattande och integrerad i våra dagliga liv formar den människor runt om i världen. Denna styrning sträcker sig till hur vi skapar värde, kommunicerar och konsumerar. I dagens samhälle använder en stor del av Sveriges befolkning sociala medier av flera anledningar, dock med saknad medvetenhet om dess styrning på individens undermedvetna. Motivet till denna studie var att beskriva hur influencers på TikTok styr konsumenters köpbeteende i Stockholm.  Genom att tillämpa en blandad metodansats, där både kvalitativa och kvantitativa forskningsmetoder integreras, strävar studien efter att uppnå en grundlig och omfattande förståelse av ämnet. För att erhålla en djupgående insikt har en enkätundersökning och semistrukturerade intervjuer tillämpats. Utifrån valda forskningsansatser i studien är det möjligt att identifiera hur influencers på TikTok styr och väcker intresse hos konsumenter samtidigt som det möjliggör kvantifiera och generalisera vissa aspekter.  Studiens empiriska resultat påvisar också skillnader i hur mikro- och makro-influencers styr sina följare. Medan mikro-influencers tenderar att skapa starkare och mer personliga relationer med sina följare, har makro-influencers en bredare räckvidd men en mindre personlig koppling. Båda typerna av influencers har dock en betydande styrning på konsumenternas köpbeslut, men på olika sätt. Under studiens gång framkom tre centrala begrepp som återkom regelbundet: förtroende, pålitlighet och autenticitet. Dessa begrepp har visat sig vara avgörande faktorer när det gäller konsumenters attityder gentemot influencer marknadsföring. För att skapa relationer med konsumenterna bör man därmed främst fokusera på att etablera förtroende, och detta görs i hög grad genom influencers. Studiens empiri avslöjar generellt sett en låg grad av tillförlitlighet gentemot influencer marketing, men trots detta styrs konsumenterna ändå av dess marknadsföring.  Sammanfattningsvis understryker denna studie influencer-marknadsföringens potential men också de utmaningar och etiska överväganden som är förknippade med denna marknadsföringsform. Framtida forskning bör fortsätta att utforska dessa aspekter för att förstå och hantera influencer-marknadsföringens komplexa och dynamiska natur. Studien erbjuder värdefulla insikter och vägledning för både akademiker och praktiker inom marknadsföringsområdet.

Titel: TikToks Påverkan: En studie om recensioners påverkan på TikTok-användare – Inom elektronisk Word-Of-Mouth. Nivå: Examensarbete på grundnivå (kandidatexamen) i ämnet företagsekonomi Författare: Lorita Maqedonci och Vanesa Voca Handledare: Martin Ahlenius Datum: 2024 - Januari Syfte: Syftet med denna studie är att undersöka hur recensioner på TikTok påverkar användare genom elektronisk Word-Of-Mouth (eWOM). Metod: Denna forskning bygger på en deduktiv metod, där en enkätundersökning har utgjort grunden för den empiriska analysen och datainsamlingen. Statistikprogrammet "JASP" har använts för att analysera data, inklusive korrelationsanalyser och deskriptiv statistik. Studiens respondenter omfattar personer som använder TikTok-plattformen. Resultat och slutsats: Studien undersökte hur TikTok-recensioner påverkar köpintentioner och köpbeslut genom elektronisk Word-Of-Mouth (eWOM). Resultaten visade att dagliga användare har högre förtroende för recensioner och är mer benägna att söka produktrekommendationer på TikTok. Även om det fanns kopplingar mellan användarfrekvens, förtroende och förändringar i åsikter om varumärken, var antalet respondenter begränsat. Trots detta ger studien insikter om hur eWOM-recensioner på TikTok påverkar användarnas förtroende, attityder och köpbeteenden. Examensarbetets bidrag: Studiens resultat bidrar till insikter om hur TikTok-recensioner påverkar användarnas förtroende, attityder och köpbeteenden. Andra användare, företag och varumärken på plattformen kan ta lärdom om vad som påverkar konsumenterna och sedan anpassa sitt innehåll. Förslag till fortsatt forskning: Framtida forskning bör inrikta sig på specifika och begränsade populationer, som unga kvinnor inom åldersgruppen 18–24 år, för en djupare förståelse av eWOM-effekter. Semistrukturerade intervjuer kan användas för att utforska nyanserade aspekter av respondenternas tankar och erfarenheter. Dessutom kan forskning fokusera på influencer-marknadsföring på TikTok och undersöka hur olika typer av varumärkessamarbeten påverkar konsumenters förtroende och köpintention. En intressant forskningsfråga är hur kontinuitet och regelbundenhet i varumärkessamarbeten påverkar influencers trovärdighet och förtroende hos konsumenterna. Nyckelord: EWOM, positiv/negativ WOM, e-handel, OCR, IACM, TikTok, och sociala medier / Titel: Impact of TikTok: A study on the influence of reviews on TikTok users – Within electronic Word-Of-Mouth. Level: Student thesis, final assignment for Bachelor Degree in Business Administration Authors: Lorita Maqedonci and Vanesa Voca Supervisor: Martin AhleniusDate: 2024 - January Aim: The purpose of this study is to investigate how reviews on TikTok influence users through electronic Word-Of-Mouth (eWOM). Method: This research is based on a deductive approach, where a survey has served as the foundation for the empirical analysis and data collection. The statistical program "JASP" has been employed to analyze data, including correlation analyses and descriptive statistics. The study's respondents encompass individuals who use the TikTok platform. Result and conclusion: The study investigated how TikTok reviews influence purchase intentions and decisions through electronic Word-Of-Mouth (eWOM). The results indicated that daily users have higher trust in reviews and are more likely to seek product recommendations on TikTok. Although there were associations between user frequency, trust, and changes in brand opinions, the number of respondents was limited. Nevertheless, the study provides insights into how eWOM reviews on TikTok impact users' trust, attitudes, and purchasing behaviors. Contribution of the thesis: The study's findings contribute insights into how TikTok reviews influence users' trust, attitudes, and purchasing behaviors. Other users, companies, and brands on the platform can learn about factors influencing consumers and subsequently tailor their content accordingly. Suggestions for future research: Future research should target specific and limited populations, such as young women within the 18–24 age group, for a deeper understanding of eWOM effects. Semistructured interviews can be employed to explore nuanced aspects of respondents' thoughts and experiences. Additionally, research can focus on influencer marketing on TikTok and examine how different types of brand collaborations impact consumer trust and purchase intentions. An intriguing research question is how continuity and regularity in brand collaborations affect influencers' credibility and consumer trust. Key words: EWOM, positive/negative WOM, e-commerce, OCR, IACM, TikTok, and social media.