Becoming TikTok Famous: Strategies for Global Brands to Engage Consumers in an Emerging Market

IF 4.9 2区管理学 Q1 BUSINESS

Journal of International Marketing Pub Date : 2022-09-14 DOI:10.1177/1069031X221129554

Risqo M. Wahid, Heikki Karjaluoto, Kimmo Taiminen, Diah Isnaini Asiati

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引用次数: 7

Abstract

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 nonverbal information mostly has no significant effects. Furthermore, English and code-switched languages mainly have negative moderating effects on the relationship between content characteristics (both informational and emotional characteristics) and SME. Theoretically, this study provides a preliminary understanding of effective SME enhancement strategies for global brands targeting consumers on TikTok in emerging markets. Practically, the results of this research can provide guidelines for global brands engaging with consumers in emerging markets. These insights can also assist global brands in creating TikTok-famous content.

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成名:全球品牌在新兴市场吸引消费者的策略

本研究考察了在新兴市场运营的全球品牌以及将TikTok作为社交媒体营销工具的背景下，内容特征（即信息和情感特征）、语言和非语言信息对社交媒体参与度（SME；即点赞、分享和评论）的影响。该数据集包括从全球智能手机品牌专门针对印尼消费者的TikTok账户收集的680条帖子、1527340个赞、58529份分享和18743条评论。研究结果证实，信息内容主要比情感内容产生更高的SME。英语和代码转换语言通常能改善中小企业，而非语言信息大多没有显著影响。此外，英语和代码转换语言主要对内容特征（信息特征和情感特征）与中小企业之间的关系具有负面调节作用。从理论上讲，本研究为全球品牌在新兴市场的TikTok上瞄准消费者提供了有效的中小企业增强策略的初步理解。实际上，这项研究的结果可以为全球品牌与新兴市场消费者的互动提供指导。这些见解也可以帮助全球品牌创建TikTok知名内容。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of International Marketing BUSINESS-

CiteScore

8.70

自引率

17.20%

发文量

期刊介绍： As the globalization of markets continues at a rapid pace, business practitioners and educators alike face the challenge of staying current with the developments. Marketing managers require a source of new information and insights on international business events. International marketing educators require a forum for disseminating their thoughts and research findings. Journal of International Marketing(JIM) is an international, peer-reviewed journal dedicated to advancing international marketing practice, research, and theory. Contributions addressing any aspect of international marketing management are published each quarter.