Vad får en Zoomer att ticka? : En kvalitativ studie om Generation Z och TikTok.

Sammanfattning: Date: 6th of June 2020 Level: Bachelor thesis in Business Administration, 15 cr Institution: School of Business, Society and Engineering, Mälardalen University Authors:         Alexander Frost                  Nils Pettersson                           (97/06/28)                        (98/03/15) Title: What makes a Zoomer tick? A qualitative study about Generation Z and TikTok. Tutor: Aswo Safari Keywords: Generation Z, TikTok, Viral, Engagement. Research question: What factors according to generation Z, help promote viral marketing campaigns on TikTok? Purpose: The aim of the study is to create an increased understanding surrounding the factors contributing to viral marketing campaigns on TikTok. The authors aim to answer which characteristics that the majority user base generation Z find engaging in companies attempts at marketing themselves on TikTok. Method: This study utilizes a qualitative approach and the data was collected through focus groups. Two focus groups were conducted with a total of twelve participants.  Conclusion: The authors conclude with four main factors that according to the participants contribute to consumer engagement on TikTok. These factors are humor, simplicity, relatableness and creativity.