東華大學圖書館 |

語系: 繁體中文

說明(常見問題)

回圖書館首頁

手機版館藏查詢

登入

回首頁 到查詢結果 [ null ]

切換: 標籤 | MARC模式 | ISBD

The Positive Impact of Negative Enga...

da Silva Ferreira, Mariana Lopes,

FindBook

Google Book

Amazon

博客來

The Positive Impact of Negative Engagement on Tiktok: A Study on the Brands Perspective /

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	The Positive Impact of Negative Engagement on Tiktok: A Study on the Brands Perspective // Mariana Lopes da Silva Ferreira.
作者:	da Silva Ferreira, Mariana Lopes,
面頁冊數:	1 electronic resource (53 pages)
附註:	Source: Masters Abstracts International, Volume: 86-12.
Contained By:	Masters Abstracts International86-12.
標題:	Behavioral psychology. -
電子資源:	https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=32016453
ISBN:	9798286411719

The Positive Impact of Negative Engagement on Tiktok: A Study on the Brands Perspective /
da Silva Ferreira, Mariana Lopes,

The Positive Impact of Negative Engagement on Tiktok: A Study on the Brands Perspective /Mariana Lopes da Silva Ferreira. - 1 electronic resource (53 pages)

Source: Masters Abstracts International, Volume: 86-12.

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.

English

ISBN: 9798286411719Subjects--Topical Terms:

2122788
Behavioral psychology.

The Positive Impact of Negative Engagement on Tiktok: A Study on the Brands Perspective /
LDR:02452nmm a22003973i 4500 001 2432716
005 20250731101918.5
006 m o d
007 cr|nu||||||||
008 261011s2025 miu||||||m |||||||eng d
020 $a 9798286411719
035 $a (MiAaPQD)AAI32016453
035 $a (MiAaPQD)RCAAP10362182177
035 $a AAI32016453
040 $a MiAaPQD $b eng $c MiAaPQD $e rda
100 1 $a da Silva Ferreira, Mariana Lopes, $e author. $3 3822045
245 1 0 $a The Positive Impact of Negative Engagement on Tiktok: A Study on the Brands Perspective / $c Mariana Lopes da Silva Ferreira.
264 1 $a Ann Arbor : $b ProQuest Dissertations & Theses, $c 2025
300 $a 1 electronic resource (53 pages)
336 $a text $b txt $2 rdacontent
337 $a computer $b c $2 rdamedia
338 $a online resource $b cr $2 rdacarrier
500 $a Source: Masters Abstracts International, Volume: 86-12.
500 $a Advisors: do Carmo Barradas Leal, Maria.
502 $b M.A. $c Universidade NOVA de Lisboa (Portugal) $d 2025.
520 $a 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.
546 $a English
590 $a School code: 7029
650 4 $a Behavioral psychology. $3 2122788
650 4 $a Home economics. $3 551902
650 4 $a Web studies. $3 2122754
690 $a 0384
690 $a 0386
690 $a 0646
690 $a 0338
710 2 $a Universidade NOVA de Lisboa (Portugal). $e degree granting institution. $3 3767537
720 1 $a do Carmo Barradas Leal, Maria $e degree supervisor.
773 0 $t Masters Abstracts International $g 86-12.
790 $a 7029
791 $a M.A.
792 $a 2025
856 4 0 $u https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=32016453