Leal, Maria do Carmo BarradasFerreira, Mariana Lopes da Silva2025-04-112025-04-112025-04-11http://hdl.handle.net/10362/182177Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and AnalyticsThis 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.engDigital MarketingNegative EngagementCustomer EngagementTikTokBrand PositioningSDG 8 - Decent work and economic growthSDG 9 - Industry, innovation and infrastructuremaster thesis203940318