The role of storytelling content on trust in building audience engagement on the Tiktok platform

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Al-Kautsar, Muhammad Fajrin (2023) The role of storytelling content on trust in building audience engagement on the Tiktok platform. Undergraduate thesis, Sekolah Tinggi Manajemen Ipmi.

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Abstract

Tiktok, a rapidly growing social media platform, has revolutionized the way people create, consume, and engage with short-form video content, fostering a global community of users who showcase their creativity, talents, and personalities in captivating and innovative ways. However, despite the increasing popularity of tiktok as a social media platform for content creation and engagement, there is limited research exploring the specific effects of storytelling content on trust and audience engagement. This study aims to fill this research gap by investigating the impact of storytelling content on trust and audience engagement on tiktok, providing valuable insights for content creators, marketers, and brands. Through a quantitative research design using SEM-PLS with smart-PLS as an analytic tool and 150 participants, the study collected data on the perceptions of storytelling content, trust in content creators, and audience engagement on tiktok. The results of the study support the hypotheses, demonstrating that storytelling content positively influences trust and it's affected to audience engagement on the tiktok platform. The findings highlight the importance of creating engaging and authentic storytelling content to build trust and it's effect on audience engagement. The findings of this study suggest that content creators and brands on tiktok should focus on creating authentic and interesting storytelling content to build trust among their audience, leading to increased audience engagement. Additionally, the study highlights the importance of fostering a sense of community and encouraging active participation to drive meaningful interactions and enhance audience engagement on the platform.

Item Type: Thesis (Undergraduate)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Thesis > Bachelor of Business Administration
Depositing User: Dede Faujiah
Date Deposited: 07 Dec 2023 07:37
Last Modified: 07 Dec 2023 07:37
URI: http://repository.ipmi.ac.id/id/eprint/2290

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