Social Marketing through Users -Generated Content (UGC) on TikTok in Egypt: A Practical Study

Author

Communications Marketing dept., Faculty of Mass Communication, Ain Shams University, Egypt

Abstract

This study aims to identify TikTok users' attitudes towards user-generated content as a tool of social marketing, and the extent of confidence in the content and the producers of societal videos within source credibility theory. The study is descriptive, based on a qualitative analysis of a convenience sample of 20 producers of societal videos of different categories. The study applies two discussion focus groups on a sample of TikTok users and non-users to understand -in-depth- attitudes towards TikTok as a social marketing tool, in addition to relying on the survey methodology, by applying an electronic survey to a convenience sample of 546 respondents of those exposed to TikTok. The study found that the societal content produced by Tik Tok users is an integral part of the entertainment content through the application, where topics can be addressed in a light and attractive entertaining way, but it needs to be shown more to make the desired impact, according to the audience, their preferences, their interaction patterns, their attitude towards societal video producers, and also the attitude towards Tik Tok as a tool of social marketing in Egypt.

Keywords

References

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