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How To Do Tiktok Marketing For Your Online Course Business
By Abdel-Aziz Ahmad Sharabati 1, * , Shafig Al-Haddad 2 , Mohammad Al-Khasawneh 2 , Natalie Nababteh 2 , Mai Mohammad 2 and Qais Abu Ghoush 2
People use social media not only for social purposes but also for business purposes. It is used in management and marketing as a tool to manage organizations and market products and services, especially to influence customers’ intention and satisfaction. Therefore, the research purpose is to define factors that influence continuous intention to use TikTok in Jordan and to what extent satisfaction with TikTok influences continuous intention to use TikTok. The current research uses a quantitative cross-sectional approach. Data was collected by online surveys and shared on several social media sites such as WhatsApp, Instagram, and Facebook. A total of 402 responses were valid for further analysis. Then, Structural Equation Modeling (SEM) was performed. The results indicate that the following factors significantly affect satisfaction: self-expression, informativeness, a sense of belonging, and trendiness in TikTok. However, the following factors do not significantly affect satisfaction: sociability, affection in TikTok, and past time in TikTok. The factors can explain 48.5% of satisfaction. Finally, satisfaction has a positive significant influence on users’ continuous intention to use TikTok and can explain 30.6% of the user’s continuous intention to use TikTok. In conclusion, the organizations have to heavily use the factors that influence the users’ satisfaction to increase users’ continuous intention.
The typical idea about social media, in general, is that it is affecting people negatively, but in 2016 the gratification theory focused on how an individual uses the media to satisfy their needs and satisfy themselves. Rather than claiming what media does to people, the theory discusses what people do for the media [1]. The uses and gratifications theory is utilized as a starting point for observational research that serves in getting the researchers closer to the uses and motives for using social media. Considering this theory will aid the researchers in framing and comprehending the purposes and goals of using social media, as well as introducing a set of variables that must be considered [2]. Therefore, this study investigates the social and personal needs that the Internet satisfies, establishing a typology of motives for use and examining the key variables that can predict various outcomes.
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Consumers can use social networking sites (SNSs) to create personal accounts and connect with other users using the web, they are also able to upload, download, share, posts, images, and other content that is shared on their newsfeeds [3, 4]. Nowadays, social networking sites (SNSs) are becoming increasingly popular.
Tiktok started with Musical.ly, which is an app that was founded by Luyu Yang and Alex Zhu in Shanghai, China in 2014 [5]. The founders of TikTok at first wanted to make an educational app, however, they started realizing that an educational app would be unprofitable and so they came up with creating Muscial.ly, which was an app that allowed users to post a video of the user lip-syncing up to 15 s to famous songs. By 2016, the application reached about 70 million downloads [6]. Additionally, in 2016, Douyin (an application that allowed short-form video sharing) was found in China. It ultimately reached East Asian countries as well and then TikTok was introduced in 2017 by ByteDance. TikTok ultimately came to the United States when it merged in 2017 with Musically for nearly USD 1 billion. Musical.ly became TikTok, however, Douyin stayed a separate app in China [7].
Since then, there have been more than 2 billion downloads of TikTok. Many famous people started using TikTok. Moreover, people have become famous through TikTok. Charlie D’Amelio is a TikTok user and began posting videos of herself dancing, and as of July 2020, she had 71 million followers on TikTok, 23 million followers on Instagram, and 3 million on Facebook [8]. The origin of the app is lip-syncing and comedy, however, it has grown to other niches such as food, business, fashion, pets, health, and even short films. Based on the above-mentioned story, the current study aims to explore the factors that affect satisfaction using TikTok and the continuous intention to use the application. This research seeks to respond to the following questions:
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Finally, to answer these questions, the paper starts with reviewing the previous related literature to develop hypotheses, then the materials and method used, followed by data analysis, results, and finally, the results discussion, conclusion, and proposed recommendations.
The purpose of the current study is to explore the factors that affect satisfaction using Tiktok and the continuous intention to use the application. Hence, a revision of the existing literature regarding this topic was conducted. Most of the present related studies examined Facebook [9] and others on Instagram [10, 11]. However, only one study, to the best of the authors’ knowledge was found that focused on examining customer satisfaction or behavior using TikTok. The current research model is developed according to the Uses and Gratification Theory (UGT) [12].
The current research examines a person’s use of TikTok which is regarded as a social networking site (SNS). Other social network sites include Instagram, Facebook, Snapchat, LinkedIn, Messenger, Kik, and Twitter. These sites were examined by previous researchers. Social networking sites (SNSs) allow consumers to build personal profiles, express their individuality, link with other people using the site and brands, upload, comment, share, and view messages, videos, photos, and other content that is uploaded on their newsfeeds [3, 4]. SNSs are becoming more pervasive in the day-to-day lives of individuals globally. The activities of social media brands nurture the user base of the brand [13] and commitment to social media brand areas increases users’ consumption expenditures [14].
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Moreover, this research studies users’ usage of some of the most famous SNS platforms to satisfaction earned from utilizing them, their impact on brand community-related results, and following brands. From previously observed findings and UGT, the current research theorized that regular users of top social media platforms, such as Tiktok and Facebook, would obtain distinct gratifications from their usage (enhancing social knowledge, passing time, sharing problems, showing affection, demonstrating sociability, and the following fashion) [12]. Moreover, there are various influences on brand community-associated consequences (member intention, engagement, identification, and commitment) [15].
In addition, the correlation between brand-associated consequences and the use of SNS would additionally be facilitated by several interfering variables, such as SNS trust, network homophily, interest in social comparison, and tie strength. Generally, the research presents perceptions of the effectiveness of an SNS platform (TikTok) for marketing and its impacts on users’ perceptions of brands [15].
The volume of SNSs for superior user interactivity is a great benefit of SNSs on the traditional media (which can be on TV or Radio for example). When users of SNS follow or like a brand, on their newsfeed, they will receive a notification, posts, and updates about the brand. Then the users can share, comment on, or like the posts [15].
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Furthermore, brand content is conveyed in SNSs more quickly and gains additional responses compared to traditional media, but at considerably less expense [16]. E-marketers are progressively integrating SNSs as an essential component of their online brand strategy through increasing conversions for their products and brands, attracting engagement, and increasing brand awareness [17]. It is found in earlier research about SNSs raised consumer engagement with brands based on regular updates on brand pages [17, 18, 19], propagation of user-generated content (UGC) [20, 21], membership and identification in brand communities [22], and celebrity-endorsed electronic word-of-mouth (eWOM) [23, 24].
Another aspect is the motives (which can be for instance promoting content) for engagement with SNS studied by [25, 26, 27, 28] and concluded that users of SNS have a variety of motives (such as leisure and information-seeking) that affect their usage of elements within one platform of SNS as well as across various SNS platforms. Many other studies attempted to assess whether gratifications of utilizing SNSs substantially vary across five distinct SNS platforms (Tiktok, Twitter, Snapchat, Facebook, and Instagram), each with exclusive cooperative elements
Finally, to answer these questions, the paper starts with reviewing the previous related literature to develop hypotheses, then the materials and method used, followed by data analysis, results, and finally, the results discussion, conclusion, and proposed recommendations.
The purpose of the current study is to explore the factors that affect satisfaction using Tiktok and the continuous intention to use the application. Hence, a revision of the existing literature regarding this topic was conducted. Most of the present related studies examined Facebook [9] and others on Instagram [10, 11]. However, only one study, to the best of the authors’ knowledge was found that focused on examining customer satisfaction or behavior using TikTok. The current research model is developed according to the Uses and Gratification Theory (UGT) [12].
The current research examines a person’s use of TikTok which is regarded as a social networking site (SNS). Other social network sites include Instagram, Facebook, Snapchat, LinkedIn, Messenger, Kik, and Twitter. These sites were examined by previous researchers. Social networking sites (SNSs) allow consumers to build personal profiles, express their individuality, link with other people using the site and brands, upload, comment, share, and view messages, videos, photos, and other content that is uploaded on their newsfeeds [3, 4]. SNSs are becoming more pervasive in the day-to-day lives of individuals globally. The activities of social media brands nurture the user base of the brand [13] and commitment to social media brand areas increases users’ consumption expenditures [14].
Ukraine Launches Tiktok Offensive: 'it Makes The Truth More Attractive'
Moreover, this research studies users’ usage of some of the most famous SNS platforms to satisfaction earned from utilizing them, their impact on brand community-related results, and following brands. From previously observed findings and UGT, the current research theorized that regular users of top social media platforms, such as Tiktok and Facebook, would obtain distinct gratifications from their usage (enhancing social knowledge, passing time, sharing problems, showing affection, demonstrating sociability, and the following fashion) [12]. Moreover, there are various influences on brand community-associated consequences (member intention, engagement, identification, and commitment) [15].
In addition, the correlation between brand-associated consequences and the use of SNS would additionally be facilitated by several interfering variables, such as SNS trust, network homophily, interest in social comparison, and tie strength. Generally, the research presents perceptions of the effectiveness of an SNS platform (TikTok) for marketing and its impacts on users’ perceptions of brands [15].
The volume of SNSs for superior user interactivity is a great benefit of SNSs on the traditional media (which can be on TV or Radio for example). When users of SNS follow or like a brand, on their newsfeed, they will receive a notification, posts, and updates about the brand. Then the users can share, comment on, or like the posts [15].
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Furthermore, brand content is conveyed in SNSs more quickly and gains additional responses compared to traditional media, but at considerably less expense [16]. E-marketers are progressively integrating SNSs as an essential component of their online brand strategy through increasing conversions for their products and brands, attracting engagement, and increasing brand awareness [17]. It is found in earlier research about SNSs raised consumer engagement with brands based on regular updates on brand pages [17, 18, 19], propagation of user-generated content (UGC) [20, 21], membership and identification in brand communities [22], and celebrity-endorsed electronic word-of-mouth (eWOM) [23, 24].
Another aspect is the motives (which can be for instance promoting content) for engagement with SNS studied by [25, 26, 27, 28] and concluded that users of SNS have a variety of motives (such as leisure and information-seeking) that affect their usage of elements within one platform of SNS as well as across various SNS platforms. Many other studies attempted to assess whether gratifications of utilizing SNSs substantially vary across five distinct SNS platforms (Tiktok, Twitter, Snapchat, Facebook, and Instagram), each with exclusive cooperative elements
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