UGC as Tool of Viral Promotion of Musicians in TikTok

Student: Putintceva Iuliia

Educational Programme: Advertising and Public Relations (Bachelor)

Year of Graduation: 2020

Promoting musicians using viral UGC in TikTok is becoming a popular practice. However, a short interaction with this type of content does not create an emotional connection with the artist. This lack of this promotion tool calls into question the effectiveness of its use in building loyalty, namely the user's attitude to the musician and motivation to interact with his products. Data was collected for the study by means of an online questionnaire. As a result of studying the influence of viral UGC as a tool for promoting musicians on the consumer behavior of TikTok users in relation to the musician and his product, the relationships between the formation of affective loyalty to a musical work (emotional connection with it), cognitive loyalty (relationship building) and conative loyalty (motivation to interact with the product) was studied.

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