Background: Social media platforms, particularly through user-generated content (UGC), have been recognized as impactful channels to build communities and spread messages through content sharing. TikTok differentiates itself from other platforms by their short video format and personalized algorithm, making it an effective channel for brand-related strategic marketing activities, aimed at understanding customers engagement and brand message. Purpose: That said, this study aims to help brands effectively communicate their brand image and leverage on TikTok using UGC, by understanding what attributes of TikTok-based UGC that influences brand image. Method: To serve the purpose of this study, the research employs a quantitative approach, utilizing a survey instrument distributed to a sample of TikTok users aged 18-35. The data collected was analyzed using descriptive statistics and Pearson correlation analysis to determine the relationship between various TikTok-based UGC attributes and their influence on brand image. Conclusion: Empirical analysis reveals that attributes such as personalized content on TikTok, consumers engagement with UGC on TikTok, and positive UGC reviews were found to have a direct correlation to consumer perceptions of brand image. This underscores the potential benefits for brands that strategically incorporate these attributes into their marketing strategies through UGC on TikTok to effectively control their brand image.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:hj-64402 |
| Date | January 2024 |
| Creators | Backstad, Tuva, Lindquist, Selma |
| Publisher | Jönköping University, Internationella Handelshögskolan |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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