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Storytelling in TikTok: A Path to Engagement

Author

Listed:
  • Katiaj, Pavlina
  • Farmakis, Timoleon
  • Koukopoulos, Anastasios
  • Lounis, Starvros

Abstract

This research examines the impact of TikTok content types (humour, music, employee, storytelling, animations, information, slideshow, sketch, sound, promotion, product, photo, reviews) on TikTok’s engagement rate, performance and followers. The study was conducted within the frame of a project, by third-year students in the E-commerce course at Athens University of Economics and Business. In the context of digital marketing, multiple teams tested different content types on TikTok content. The data collection included 202 posts of 17 different accounts, 546.498 views and 39.172 reactions. The experiment extended over four months, and the findings were utilized to investigate the efficiency of these characteristics. Through statistical analysis, this research examines the performance metrics, engagement levels, and overall impact of the explored content applied by each team. A One-way Analysis of Variance (ANOVA) was utilized to examine the variations across these categories in relation to each metric of engagement. Whenever significant disparities were found, the Bonferroni post-hoc test was then applied to pinpoint the specific differences between pairs of categories. The results contribute to our understanding of the role of content types on TikTok and provide valuable insights for marketers seeking to optimize their content and strategy on this platform.

Suggested Citation

  • Katiaj, Pavlina & Farmakis, Timoleon & Koukopoulos, Anastasios & Lounis, Starvros, 2024. "Storytelling in TikTok: A Path to Engagement," MPRA Paper 123280, University Library of Munich, Germany.
    • Handle: RePEc:pra:mprapa:123280
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    References listed on IDEAS

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    Keywords

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    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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