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Publicação
The Positive Impact of Negative Engagement on Tiktok: A Study on the Brands Perspective
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| 5.16 MB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
This research explores the potential of negative engagement as a marketing strategy and its
impact on TikTok. While traditionally viewed as a reputational risk, negative engagement has
increased its relevance as a marketing tool for a brand’s social media strategy. The research
examines how brands can leverage negative engagement to increase visibility and awareness
reinforce their digital presence. A qualitative methodology was employed by gathering
insights from marketing specialists and brand representatives across various industries to
comprehend how brands navigate negative engagement in the TikTok platform. The findings
reveal that negative engagement increases user interaction more than positive engagement
due to the platform’s algorithm and participatory culture that amplifies engaged content. This
study challenges the conventional crisis management approach, positioning negative
engagement as an opportunity rather than an inconvenience. By understanding the strategic
potential of negative engagement as a marketing tool, brands can differentiate themselves in
social media by reshaping their online narratives.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
Palavras-chave
Digital Marketing Negative Engagement Customer Engagement TikTok Brand Positioning SDG 8 - Decent work and economic growth SDG 9 - Industry, innovation and infrastructure