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Can TikTok Sound Enhance Tourism SMEs’ Engagement?

In: Information and Communication Technologies in Tourism 2023

Author

Listed:
  • Risqo Wahid

    (University of Jyväskylä)

  • Heikki Karjaluoto

    (University of Jyväskylä)

  • Dandison Ukpabi

    (University of Jyväskylä)

  • Kimmo Taiminen

    (University of Jyväskylä)

Abstract

This study explores the role of sound and its interaction with marketer-generated content (MGC) (i.e., emotional, informational, transactional) in influencing customer engagement (CE) (i.e., views and shares) in the context of tourism SMEs and TikTok. Content analysis was conducted to analyze data from 7 travel guide services in Indonesia. The final dataset comprised 660 TikTok videos, 4,092,289 views, and 10,920 shares. The results confirm that cover sound has no direct effect either on views or shares. Also, cover sound has no interaction effects with any MGC in impacting CE (i.e., views and shares). Individually, the MGC of emotional content has significant and positive effects on views, while informational and transactional posts have no significant effects on views. Further, transactional social media posts have significant and positive effects on shares, while informational and emotional posts have no significant effects on shares. Theoretically, this study expands content marketing and tourism CE literature by investigating factors driving CE in the context of tourism SMEs and TikTok. Practically, findings from this research can assist tourism SMEs in optimizing their content marketing strategies on TikTok.

Suggested Citation

  • Risqo Wahid & Heikki Karjaluoto & Dandison Ukpabi & Kimmo Taiminen, 2023. "Can TikTok Sound Enhance Tourism SMEs’ Engagement?," Springer Proceedings in Business and Economics, in: Berta Ferrer-Rosell & David Massimo & Katerina Berezina (ed.), Information and Communication Technologies in Tourism 2023, pages 142-147, Springer.
    • Handle: RePEc:spr:prbchp:978-3-031-25752-0_15
    DOI: 10.1007/978-3-031-25752-0_15
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