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The Positive Impact of Negative Enga...

da Silva Ferreira, Mariana Lopes,

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

Record Type:	Electronic resources : Monograph/item
Title/Author:	The Positive Impact of Negative Engagement on Tiktok: A Study on the Brands Perspective // Mariana Lopes da Silva Ferreira.
Author:	da Silva Ferreira, Mariana Lopes,
Description:	1 electronic resource (53 pages)
Notes:	Source: Masters Abstracts International, Volume: 86-12.
Contained By:	Masters Abstracts International86-12.
Subject:	Behavioral psychology. -
Online resource:	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 /
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