Tiktok: a modern

spotlight on
emerging artists

Understanding why and how TikTok users take part

in viral behaviors towards musical artists on the platform

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Master Thesis in International Marketing

Title: Tiktok: a modern spotlight on emerging artists. Understanding why and how TikTok
users take part in viral behaviors towards musical artists.
Authors: Irfan Okanovic and Agnès Trouchaud
Tutor: Ulf Aagerup
Date: 2023-05-19

Key terms: TikTok, Music Industry, Virality, Algorithm, Music Artists, Viral Behavior
______________________________________________________________________

Abstract

This master's thesis aims to explore why and how TikTok users engage in viral behavior
towards music artists' videos. The study addresses the gap in knowledge in this area and
seeks to identify the factors and categories of virality for music artists on TikTok.

To achieve the research objective, the study utilizes the interpretivism philosophy and an
inductive research approach. The study collects qualitative data from individuals' perceptions
and infers theories from the observations made. The research will utilize current theories and
concepts of virality to explain why and how individuals engage in viral behaviors on TikTok.
This thesis aims to provide an understanding of the factors influencing the vitality of TikTok
videos, drawing from the perspectives shared by the participants interviewed. By exploring
the interplay between relatability, emotions, self-enhancement, attraction, uses and
gratification theory and social proof in relation to viral behaviors, the researchers aim to
contribute to the growing body of knowledge on the dynamics of TikTok.

The findings from this research will shed light on the factors that drive viewers' engagement
and inform content creators, marketers, and platform designers in optimizing TikTok content
for enhanced vitality and user satisfaction.

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Table of Contents

1. Introduction 5
1.1. Background 5
1.2 Research Problem 6
1.3 Research Purpose 7
1.4 Research Question 7
2. Theoretical Frame of Reference 8
2.1 Consuming Behavior Towards Music 8
2.2 Impact of TikTok and Streaming 9
2.3 Relatability 10
2.4 Emotions 11
2.5 Self Enhancement 12
2.6 Attraction 13
2.7 Uses & Gratification Theory 15
2.7.1 Entertainment Needs 16
2.7.2 Social Needs 16
2.7.3 Instant Gratification 16
2.8 Social Proof 17
2.9 Conceptual Framework 19
Figure 1 19
3. Methodology 21
3.1 Research Philosophy 21
3.2 Research Approach 22
3.3 Research Design 22
3.4 Research Design 23
3.5 Interview Guide 24
3.6 Purposive Sampling 24
3.7 Sampling frame & Sampling Selection 25
Table 1 – Participants’s Overview 26
3.8 Interpretation of Empirical Material 26
3.8. Coding Process & Schedule 27
3.9 Quality Criteria 27
3.10 Ethical Considerations 28
4. Empirical findings 30
4.1 Relatability 30
4.4 Emotion 34
4.5 Self-Enhancement 35
4.6 Attraction 37
4.8 Use & Gratification 39
4.9 Social Proof 40
5. Discussion and Analysis 42
5.0 Analysis 42

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 5.1 Reliability 42
5.1.1 Relatable Nostalgia 44
5.1.2 How Relatability Influences Viral Behavior 44
5.1.3 Relating to Sadness 45
5.2 Emotions 47
5.2.1 Emotional Contagion 49
5.3 Self-Enhancement 49
5.4 Attractiveness 50
5.5 Use & Gratification Theory 51
5.6 Instant Gratification 52
5.7 Social Proof 53
5.8 Revised Conceptual Framework 54
6.1 Societal Implications 57
6.2 Practical Implications 57
6.3 Limitations & Recommendations For Future Research 58
7. Reference List 59
8. Appendices 70
Appendix 1 - Coding Process & Coding Table 70

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1. Introduction
_____________________________________________________________________________________
The first chapter will consist of a background overview following which the research
problems will be presented. The research purpose and research question will
then be identified.
______________________________________________________________________

1.1. Background

According to Wang (2020), TikTok is a social media platform that is gaining popularity
among both consumers and advertisers. Since its launch in 2016, it has become the top
destination for short-form mobile video (D'Souza,2023). TikTok allows users to create, share,
and engage with videos that can be up to 10 minutes long, though shorter videos tend to be
more popular among users, according to Bhatti (2023). TikTok offers a diverse range of
content, including dancing, music, lip-syncing, and funny videos (Tiktok, 2023). The
platform also provides users with various features, such as music, filters, and effects, that
make their videos more engaging and attention-grabbing. TikTok is the most downloaded
social media app globally and offers a unique way for users to share content online, according
(HT TECH, 2021).

When users create a TikTok account, they can choose to be producers or consumers of videos
by subscribing to others and liking videos. The more they interact with the platform, the more
videos they will see on their "For You Page," which features a mix of videos from people
they follow and those from strangers. Unlike Twitter and Instagram, TikTok's content is
infinite as users can scroll through videos endlessly, as noted by Kang (2019). Insider
Intelligence's forecast (2023) predicts that TikTok will have 834.3 million monthly users
worldwide in 2023, with most of its American users being under the age of 30 (Clement,
2020).

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TikTok has become a powerful tool for artists to gain exposure and grow their fan base. The
platform's algorithm and emphasis on viral content have launched many unknown artists to
stardom. One example is the rapper Lil Nas X, who used TikTok to promote his song "Old
Town Road" and gained millions of views and followers on the platform. Another artist who
has found success on TikTok is Olivia Rodrigo, whose song "Drivers License" went viral on
the platform, leading to a record-breaking debut on the Billboard charts (Grady, 2021). These
examples demonstrate how TikTok has become a vital platform for emerging artists to gain
exposure and reach new audiences. The platform's ability to create viral content and its large
user base have made it a valuable tool for artists looking to break into the music industry or
the entertainment industry.

1.2 Research Problem

The rapid growth of TikTok has been remarkable, yet there is limited research on the
platform, as noted by Schellewald (2021). One area that requires more attention is the viral
behavior of individuals towards musical artists on TikToks. Viral behaviors are crucial as they
can increase the reach of content, change creators' lives, and boost sales (Berger, 2016).
However, TikTok differs from other media platforms in the context of viral behavior, as it has
an algorithm that recommends content to users based on their previous engagements (Pathak,
2023; Wang et al., 2019; Anderson, 2020) and has different functions compared to other
platforms. Existing research on virality concepts and their influence on viral behavior has
been conducted in different contexts, such as newspapers, and does not consider TikTok's
recommendation system (Berger, 2016; Heath et al., 2001; Peters & Kashima, 2007; De
Bruyn & Lilien, 2004). As such, it is crucial to investigate why and how individuals engage
in viral behavior towards musical artists on TikToks.

While prior studies have examined sharing in the context of viral marketing, engagement,
likes, and comments have not been adequately studied (Reichstein & Brusch, 2019). Koçyiğit
(2018) notes that achieving satisfactory results with viral marketing requires considering
variables such as engagement levels. Therefore, further research is necessary to explore why
individuals engage in viral behavior on TikTok, specifically towards musical artists on
TikToks, and what factors influence their behavior.

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1.3 Research Purpose

The purpose of this research is to explore the reasons behind the viral behavior of individuals
on TikTok towards music artists’ videos, specifically focusing on why and how people
perform viral behaviors. There is a gap in knowledge in this area, and therefore, the aim of
this study is to identify the factors and categories of virality for music artists on TikTok. To
achieve this objective, the study will utilize current theories and concepts of virality to better
explain how and why users engage in viral behaviors when watching music artists on TikTok.

1.4 Research Question

Based on the above purpose and goals, the following research questions were defined:
● Why does someone engage in viral behaviors towards music artists on TikTok?
● How does someone engage in viral behaviors towards music artists on TikTok?

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2. Theoretical Frame of Reference
_____________________________________________________________________________________
The second chapter aims to present a literature review on the subject studied. The literature
review topics are divided into 9 sub-sections: Consuming Behavior Towards Music, Impact of
TikTok and Streaming, Relatability, Emotions, Self Enhancement, Attraction, Gratification
Theory and Social Proof.
______________________________________________________________________

One significant aspect of TikTok's impact on the music industry is its algorithm-driven
content discovery and viral potential (Schellewald, 2021). TikTok's algorithmic
recommendation system exposes users to a wide range of content, including music. As users
engage with music-related content through likes, comments, and shares, TikTok's algorithm
amplifies the visibility of these tracks to a broader audience, increasing the chances of them
becoming viral hits (Pitre, 2023). Moreover, TikTok's emphasis on user-generated content
and challenges has created a unique environment for music promotion (Schellewald, 2021).
Users often participate in music-related challenges and create their own videos using snippets
of songs, resulting in a ripple effect where songs gain popularity as more users join in
(Jorgensson, 2022). According to Jorgensson (2022), this participatory culture fosters
engagement, creativity, and community-building around specific tracks, contributing to their
promotion and recognition. TikTok's ability to democratize music promotion by providing
equal opportunities for both established and emerging artists is another crucial aspect
(Schellewald, 2021). On TikTok, artists can gain exposure and recognition based on the
quality and appeal of their content rather than relying solely on traditional industry
gatekeepers (Pitre 2023). This enables emerging artists to showcase their talent and reach a
wide audience without the need for extensive resources or industry connections (Liu, 2022).

2.1 Consuming Behavior Towards Music

Music consumption has been studied from various perspectives, including behavioral,
psychological, and sociological. In terms of behavioral perspective, a study conducted by
Kim and Morris (2019) found that streaming music is the most popular way of consuming
music, followed by physical purchases and downloads. The study also revealed that the
majority of music listeners consume music for pleasure and entertainment, while others listen
to music to relax or focus.

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From a psychological perspective, the consumption of music has been linked to emotional
responses. Van den Tol and Edwards (2016) found that people use music to regulate their
emotions, enhance their moods, and create a sense of belonging. The study also revealed that
music can have a significant impact on people's mood, with certain types of music eliciting
different emotional responses. In a similar vein, the study by DeNora (1999) highlighted the
social functions of music, including its ability to help individuals define their social identity
and connect with others. From a sociological perspective, music consumption has been
linked to social identity and cultural values. According to North, Hargreaves, and O'Neill
(2015) people use music to construct and communicate their social identity, with music
preferences serving as a marker of social status and group affiliation. The study also revealed
that people's music preferences are influenced by their cultural values and background.

2.2 Impact of TikTok and Streaming

TikTok's algorithm is a closely guarded secret, but researchers have uncovered some insights
into its functioning. Ding (2021) has conducted research on the intelligent algorithm
mechanism and problems of TikTok short video, while Chen and Shi (2022) have analyzed
the algorithm recommendation mechanism of TikTok in their study. Despite the lack of
transparency, Zhang et al. (2020) have found that TikTok's algorithm uses a combination of
factors such as user preferences, device and account settings, and behavioral data to
personalize the content that appears on a user's "For You" page. Moreover, other studies
explains that the platform personalizes the content based on an analysis of the content with
the highest chance of generating likes, comments and views (Wang et al., 2019; Anderson,
2020). Furthermore, Pathak (2023) explains that for TikTok's algorithm, attention is a crucial
factor. The algorithm prioritizes content that captures a user's attention and keeps them
engaged. This is true for social media algorithms in general, as they aim to curate content that
will engage users and keep them on the platform longer. Raymond Williams described this in
1974 explaining that broadcast media create a programmed flow, which captures the attention
of audiences and glues them to the screen (Williams, 1974). This is the core driver of media
companies in general, as the business model is to sell individual's attention to advertisers
(Croteau & Hoynes, 2014) Aguiar, Barros, and Ribeiro (2021) found that TikTok has become
a crucial platform for music promotion, with many artists using the platform to reach a wider
audience and gain new fans.

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The study also revealed that TikTok has influenced music consumption patterns, with users
being more likely to stream and purchase music that they have discovered on the platform.
Streaming has also had a significant impact on music consumption patterns. The Global
Music Report 2019 by GfK (2019) found that streaming has surpassed physical sales and
downloads as the primary way people consume music. The study also revealed that streaming
has led to changes in music consumption habits, with people listening to a wider range of
music and consuming music more frequently. Additionally, the study by DeNora (1999)
highlighted the impact of technology on music consumption, with new media enabling
individuals to access and share music more easily than ever before.

2.3 Relatability

Relatability is a concept that has received significant attention in the fields of psychology and
communication. It refers to the degree to which individuals perceive themselves as similar to
others in terms of experiences, beliefs, and values (Tamir & Mitchell, 2012).
According to Abidin (2016), relatability, as a non-linguistic concept, plays a significant role
in human interactions and social media engagement. It refers to the extent to which
individuals perceive others as relatable or similar to themselves, allowing them to establish a
sense of connection and understanding.
The self-determination theory proposes that humans have three basic fundamental and
universal psychological needs: competence, autonomy, and relatedness (i.e., relatability), that
help humans grow and their optimal functioning (Ryan & Deci, 2017) .Baumeister and Leary
(1995) argue in their study that the desire for interpersonal attachments serves as a
fundamental human motivation, highlighting the importance of belongingness in
psychological well-being. In the context of media and entertainment, relatability has become
an increasingly important factor in determining audience engagement and appeal. Individuals
tend to prefer media that they find relatable, as it allows them to connect with the characters
and story on a more personal level (Cohen, 2013). Additionally, relatability can lead to
increased empathy and understanding, as individuals are more likely to see situations from
another person's perspective if they feel that they can relate to them (Tamir & Mitchell,
2012). Adomavicius (2021) explains that human connection and relationships are what
influences individuals to engage on social media. The authors argue that people were most
likely to engage (share, like or comment) with a photo when it had a friend or family member
in that photo, rather than when it was posted by an organization.

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Atiq et al. (2022) explains that relatability has a major role in building a strong connection
between stories and audience engagement for influencers. According to Cohen (2013), people
prefer content which is relatable as it allows them to connect with a character and a story on a
personal level.
Research has also shown that relatability can play a role in shaping attitudes and behaviors
towards social issues. When individuals feel that they can relate to members of a stigmatized
group, they are more likely to hold positive attitudes towards that group and support policies
that benefit them (Dovidio, Gaertner, & Kawakami, 2003). Furthermore, relatability can
increase the effectiveness of persuasive messages, as people are more likely to be persuaded
by messages that come from individuals or groups they perceive as relatable (Quick &
Stephenson, 2007). Pauwels and Lewis (2018) found that relatability is a subjective and
complex concept, and individuals may perceive it differently based on their own experiences
and backgrounds. According to their study on nonprofit videos, the perceived relatability
impacted the ability to learn from these videos. (Pauwels & Lewis, 2018).
Barta and Andalibi (2021) explain that a relatable person seems credible, genuine and
approaching, and that relatability is about showing one's true self and everyday life. Kapitan
et al (2021) explains that relatability on TikTok is about showing that you are human and
have imperfections, which in turns creates a relationship built on respect and understanding.

2.4 Emotions

In a study conducted by Berger and Milkman (2012), the authors analyzed the most shared
articles from the New York Times and found that positive content is more likely to go viral
than negative content. This finding is consistent with the research conducted by Eckler and
Bolls (2011), who found that pleasant emotional tones have a stronger influence on
word-of-mouth than unpleasant tones. However, Berger and Milkman (2012) argue that the
relationship between emotion and social transmission is complex and difficult to understand.
The authors suggest that physiological arousal is the main cause of virality, with content that
elicits positive arousal being more likely to go viral than content that elicits negative arousal.
They further found that high arousal negative emotions are more likely to go viral than low
arousal negative emotions. It is worth noting that these findings remain consistent even when
researchers control for factors such as the level of interest or usefulness of the content.

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Tellis et al. (2019) found no evidence that high arousal emotions influence content sharing
more than low arousal emotions on platforms such as Facebook, Twitter, Google+, and
LinkedIn. Additionally, Godes et al. (2005) reported on the other hand that negative content
is more likely to be shared than positive content. Tellis et al. (2019) suggest that emotional
advertisements are generally more likely to be shared on platforms. Furthermore, Tellis et al.
(2019) argue that the use of dramatization, animals such as cats, and surprise can elicit
emotions such as inspiration, warmth, and amusement, which can increase the likelihood of
content going viral. Berger and Milkman (2012) argue that sharing positive content can
improve the mood of others. The likelihood of content being shared is influenced by the level
of excitement or arousal that it generates in individuals. Negative emotions that activate
rather than deactivate individuals have a positive impact on the intention to share content
(Berger & Milkman, 2012; Guadagno et al., 2013). Content that generates high excitement
through positive emotions is shared up to 30% more frequently than content that elicits other
emotions (Nelson-Field et al., 2013). According to Peters and Kashima (2007), individuals
are more likely to engage in social talk with members of their closest social groups, which
can intensify emotions within these groups. Negative emotions, such as anger, can strengthen
social ties between the narrator and the audience and create a sense of opposition towards the
target. This is in line with the theory of emotional contagion, which suggests that emotional
states can be transferred from one individual to another through emotional expressions (Pugh,
2001). Furthermore, Kramer et al. (2014) propose that emotional transportation can occur
through online communication.

2.5 Self Enhancement

Hennig et al. (2004) argue that individuals share their experiences of products on opinion
platforms to fulfill their emotional demands, particularly self-enhancement. Sharing
experiences of using products can boost an individual's self-image by portraying oneself as
knowledgeable (Hennig et al., 2004). The author indicates that the reason is people can attract
attention, indicate status, demonstrate expertise, suggest knowledge, and express dominance
through social currency gained via word-of-mouth. Moreover, Wojnicki and Godes (2008)
found that people's desire to self-enhance themselves by experiencing events that boosts their
self-image influences word-of-mouth. The study discovered that individuals who perceive
themselves as knowledgeable about a subject are biased towards positive experiences and
thus generate more positive word-of-mouth.

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According to the study this effect is particularly evident when the individual's expertise is
important for supporting an opinion and when the outcome of the experience is based on the
subject being an expert. Although self-enhancement is not the only factor affecting
word-of-mouth, the study found that self-enhancement alone is enough to create consistent
patterns in people's word-of-mouth conduct. Furthermore, Berger and Heath (2007) argue that
people seek differentiation in their identity, even if their differentiated identity has a purely
communicational and social currency driven purpose. People who experience themselves as
being undifferentiated take steps to become differentiated. When combining the two, the
study argues that people deduce identity from others but want to feel differentiated (Berger
and Heath, 2007).
Additionally, Ji Won Kim (2018) suggests that liking content shows agreement but sharing
shows signs of effort and affirmation. Lastly, individuals do not want to pass on content that
could damage their reputations or that society does not accept (Palka et al., 2009). People
share their experiences of using products on opinion platforms to fulfill their emotional
demands, particularly self-enhancement (Palka et al., 2009). This can boost an individual's
self-image by portraying oneself as knowledgeable, indicating status, and expressing
dominance through social currency. Additionally, people seek differentiation in their identity,
deduce identity from others, and want to feel differentiated (Palka et al., 2009). Sharing
content through word-of-mouth shows signs of effort and affirmation, which self-enhances
the sender.

2.6 Attraction

Numerous studies have shown that attractive individuals hold people's attention for longer
periods and are remembered more than unattractive people (Hoss et al., 2005; Maner et al.,
2007). In marketing, sex appeal is frequently used to capture attention and generate interest.
Samson (2016) found that sexual appeals in advertising effectively capture attention and
enhance visual content memory, regardless of the viewer's gender. In the music industry,
sexual objectification is commonly used in music videos to increase the artist's popularity and
attract audiences (Aubrey & Frisby, 2011). Viral advertising frequently uses sexual appeal to
capture attention and generate interest. Sexual ads are particularly effective in attracting and
maintaining attention, resulting in higher consumer recall and brand recognition (Reichert et
al., 2001).

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However, the use of sexualized images has also been criticized for having negative effects on
consumer attitudes, particularly towards women (Skowronski, 2021). Viral marketing
depends on provocative content that appeals to common human motivations to encourage
users to share advertisements. Sexual appeal and nudity are effective motivators, especially
when combined with controversial or shocking elements, as well as humor (Porter & Golan,
2006). Joyful emotions are related to helpfulness and cooperation, which can positively
influence the success of viral campaigns (Dobele et al., 2007). Consumers are more willing to
share ads with higher degrees of hedonic values and messages that others will enjoy (Fattah,
2000; Phelps et al., 2004). Numerous studies have shown that attractive individuals hold
people's attention for longer periods and are remembered more than unattractive people (Hoss
et al., 2005; Maner et al., 2007). In marketing, sex appeal is frequently used to capture
attention and generate interest. Samson (2016) found that sexual appeals in advertising
effectively capture attention and enhance visual content memory, regardless of the viewer's
gender. In the music industry, sexual objectification is commonly used in music videos to
increase the artist's popularity and attract audiences (Aubrey & Frisby, 2011). Viral
advertising frequently uses sexual appeal to capture attention and generate interest. Sexual
ads are particularly effective in attracting and maintaining attention, resulting in higher
consumer recall and brand recognition (Reichert et al., 2001). However, the use of sexualized
images has also been criticized for having negative effects on consumer attitudes, particularly
towards women (Skowronski, 2021). Viral marketing depends on provocative content that
appeals to common human motivations to encourage users to share advertisements. Sexual
appeal and nudity are effective motivators, especially when combined with controversial or
shocking elements, as well as humor (Porter & Golan, 2006). Consumers are more willing to
share ads with higher degrees of hedonic values and messages that others will enjoy (Fattah,
2000; Phelps et al., 2004).

The Handbook of individual differences in social behavior by Leary and Hoyle (2009)
presents an extensive review of research on individual differences in social behavior. The
authors discuss how physical appearance, particularly sex appeal, is often used to gain
attention and provoke arousal from others, which can be exploited in some contexts (Leary
and Hoyle, 2009). The attention-grabbing power of physical appearance can be particularly
heightened in contexts like TikTok, where users can easily create and share videos with the
aim of eliciting reactions and feedback from others.

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Moreover, the authors highlight how dancing can be used as a means of seduction and
objectification, particularly in social contexts where it is performed for others (Leary and
Hoyle, 2009). Dancing on TikTok could be seen as a way to gain attention and to create a
sense of physical and emotional arousal for viewers.

2.7 Uses & Gratification Theory

Dopamine is a neurotransmitter that plays a crucial role in the brain's reward system and is
associated with pleasure and motivation (Salimpoor et al., 2011). Research has shown that
listening to music can trigger the release of dopamine in the brain, leading to feelings of
pleasure and reward (Salimpoor et al., 2011). This pleasure can be further linked to the Uses
and Gratification Theory, which suggests that people listen to music in order to satisfy their
emotional and psychological needs, which in turn release dopamine (Karageorghis et al.,
2011). The U&G Theory suggests that people use media to fulfill needs like entertainment,
information-seeking, and socialization (Babrow, 1987; Elliott and Rosenberg, 1987; Leung
and Wei, 2000). Recent studies indicate that this theory also applies to social media platforms
(Gan and Wang, 2015; Hsu et al., 2015; Gan and Li, 2018). While Rubin (2002) believes that
new media platforms have unique characteristics within the U&G Theory, research shows
that the theory extends to platforms like TikTok (Falgoust et al. 2022; Omar and Dequan,
2020). Shao (2009) proposed three ways in which people interact with user-generated
content: passive consumption, participation, and contribution. Passive consumption involves
observation, participation entails interaction with other users or content, and contribution
involves creating and sharing personal content. These behaviors are driven by different
motivations, including cognitive and affective reasons for passive consumption,
communication and relationship building for participation, and self-actualization and identity
creation for contribution. In line with Shao's findings, social networking sites (SNS) offer
consumers the opportunity to passively observe their peers' lives and stay informed about
ongoing changes without engaging in direct conversation. Additionally, various studies have
demonstrated that people of all ages primarily seek gratification through passive consumption
when using SNS. These gratifications encompass seeking information, entertainment,
relaxation, and surveillance, as highlighted by researchers Barker (2012), Quan-Haase and
Young (2010), and Sheldon and Bryant (2016).

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2.7.1 Entertainment Needs

Past research has established the value of entertainment in media, satisfying users' needs for
escape, pleasure, aesthetic enjoyment, and emotional release (Mcguire, 1974). Studies have
indicated that enhancing the entertainment value of media is likely to benefit users by
motivating them to engage with it more frequently (Lim, 2013). Additionally, Quan-Haase
and Young (2010) discovered that some individuals perceive passive use of social media as a
form of relaxation. They utilize social networking sites (SNS) to escape from boredom,
reality, and responsibilities, while also passing the time. TikTok, in particular, has been
identified by Omar and Dequan (2020) as a platform where users, especially those aged
20-34, seek escapism and entertainment. This finding is consistent with the research of
Falgoust et al. (2022).

2.7.2 Social Needs

Existing literature in psychology suggests that social networking sites can effectively meet
the inherent relational needs of adolescents (Buckingham, 2008; Mascheroni et al., 2015). On
platforms like TikTok, relationship needs and gratifications can be fulfilled through various
means. Engaging in participatory behaviors, such as user-to-user interactions and
user-to-content interactions like ranking content and sharing/posting comments, enables
individuals to satisfy their need for social interaction (McKenna et al., 2002; Shao, 2009).
Additionally, these participatory behaviors serve as a means for individuals to maintain
existing relationships and establish new ones (Shao, 2009), while to Dunne et al. (2010),
explain how social networking sites can provide an impersonal environment that offers
protection against real-life rejections and embarrassments. It is worth noting that Omar and
Dequan (2020) discovered that social interaction is one of the primary motivations for TikTok
users, a finding supported by previous research on other social networking sites (Boyd and
Ellison, 2007; Raacke and Bonds-Raacke, 2008).

2.7.3 Instant Gratification

In the pursuit of immediate rewards, individuals often seek instant gratification, even at the
expense of long-term consequences (Gao et al., 2021). This stands in contrast to delayed
gratification, which involves resisting immediate rewards to attain greater ones in the future
(Gao et al., 2021).

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The waiting period for gratification is accompanied by a gradual increase in dopaminergic
neuron activity in the brain's VTA region, promoting reward-seeking behavior. However,
sudden and excessive increases in dopamine can contribute to addictive or compulsive
behaviors (Lammel et al., 2011). In the Handbook of Music and Emotion, Sloboda (2010)
delves into the role of music in daily life, particularly its ability to evoke emotional
experiences. Sloboda highlights the immediate gratification music provides by triggering the
release of dopamine in the brain, leading to pleasurable sensations for the listener.
Consequently, this satisfaction reinforces the desire to seek out more music (Sloboda, 2010).
This aspect is highly relevant to platforms like TikTok, which offer quick access to an
extensive library of music content. The platform's algorithm also prioritizes engaging and
attention-grabbing content, potentially incentivizing users to create content that generates
instant gratification for viewers (Sloboda, 2010). However, Sloboda (2010) also suggests that
music can offer more profound and meaningful gratification through repeated exposure and
engagement, resembling delayed gratification. This experience involves a deeper
appreciation, understanding, and emotional connection to the music. On TikTok, this can
manifest as users developing enduring connections to specific songs or genres and engaging
with them over time in a more meaningful manner (Sloboda, 2010).

2.8 Social Proof

Social proof is a psychological concept that refers to the tendency of individuals to rely on
the actions and opinions of others when making decisions or judgments. It is the idea that
people are more likely to believe or take action based on the behavior or beliefs of others,
assuming that those actions or beliefs reflect the correct or appropriate course of action.
Social proof can manifest in various forms, such as observing others' behavior, seeking
recommendations, or looking for evidence of popularity or consensus. It plays a significant
role in influencing human behavior, shaping perceptions, and guiding decision-making
processes (Cialdini, 2021). The perception of a company or individual is influenced by
factors such as the number of followers, likes, views, and comments it receives on its content.
These metrics play crucial roles in shaping how other users perceive and evaluate the
credibility, popularity, and overall reputation (Fong et al., 2020), as well as the behavior that
follows its presence (Berger, 2016; Cialdini, 2021). Furthermore, social proof has important
implications for viral behavior and viral marketing.

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Berger (2016) explains that publicly displayed items tend to attract more attention and grow
in popularity, and if it is built to show, it's built to grow. Furthermore, in the context of music,
Marx and Hupp (2022) examined the effects of TikTok on music discovery, use, and taste in
adolescents. They found that TikTok's focus on user-generated content and the ability to
easily share and react to videos creates a culture of social proof, where popular songs or
music styles are amplified through a sense of public approval. The platform's emphasis on
short-form, visually engaging content may lead to a greater appreciation for live
performances and music videos. Marx and Hupp (2022) also suggest that TikTok's ability to
generate hype around new music releases and live performances can influence music
consumption patterns in young audiences. Overall, Marx and Hupp's study highlights the role
of social proof and public reactions in shaping music taste in younger generations.

18
2.9 Conceptual Framework

Figure 1: Theoretical Framework for Understanding Engagement and Viral Behaviors Towards Music
Artists on TikTok

This theoretical framework encompasses several key constructs:

● Relatability and Emotional Connection: This construct highlights the role of

relatability and emotional connection in driving engagement and viral behaviors
on TikTok. It explores how users' ability to connect with music artists' stories and
experiences enhances their engagement and motivates them to share and promote
the content.

● Self-Enhancement and Social Validation: This construct focuses on the concept of

self-enhancement. It examines how users seek affirmation, recognition, and social
approval by engaging in viral behaviors such as sharing.
● Attraction and Visual Appeal: This construct emphasizes the impact of physical
appearance on attracting attention and driving engagement on TikTok. It explores

19
 how artists' visual presentation and aesthetic appeal influence users' engagement
and viral behaviors.

● User & Gratification Theory: This construct focuses on the motives of why
TikTok users consume TikTok and media in the first place, through needs such as
entertainment and socialization.

● Social Proof: This construct highlights the impact of social proof on engagement
and viral behaviors. It investigates how the visibility of engagement actions, such
as likes, comments, and shares, influences others' perceptions and motivates them
to engage in similar behaviors.

By integrating these constructs, the theoretical framework provides a comprehensive

understanding of the factors and mechanisms that drive engagement and viral behaviors
towards music artists on TikTok. It helps to elucidate the underlying motivations and
processes that contribute to the dissemination and promotion of music content on the
platform.

20
3. Methodology
_____________________________________________________________________________________
This chapter presents the methodology used in the study, providing detailed justifications and
descriptions of each step taken by the authors. The aim is to facilitate a clear understanding
of the research process for readers and future researchers in the same field.
______________________________________________________________________

3.1 Research Philosophy

The research design employed in this study was a qualitative research design, specifically
utilizing unstructured interviews as the primary data collection method. Unstructured
interviews were chosen to allow participants to freely express their perspectives and
experiences related to engaging in viral behavior towards music artists' TikTok videos. This
approach facilitated a deeper exploration of participants' thoughts and motivations, providing
rich and detailed data (Bell et al., 2019). To ensure a comprehensive understanding of the
research topic, purposive sampling was used to select participants. Purposive sampling
allowed the researchers to deliberately choose individuals who were relevant to the research
questions and had a history of engaging in viral behavior towards music artists' TikTok
videos. This approach aimed to capture diverse perspectives and experiences related to the
phenomenon under investigation (Bell et al., 2019). Before conducting the interviews, ethical
considerations were taken into account. Participants were provided with all relevant
information about the study and were asked for their informed consent to participate. They
were assured of their right to withdraw from the study or exclude certain information if they
desired. Maintaining the confidentiality and anonymity of participants' responses was also
emphasized (Zhang & Barbara, 2017). The data analysis process followed a content analysis
approach, guided by the research questions and objectives. The researchers employed
Graneheim and Lundman's (2004) steps for coding and categorization of the data. These steps
involved repeated readings of the empirical material, identification of meaningful entities,
condensing and transforming those entities, and ultimately formulating categories that
reflected the central meaning of the interviews. The aim was to uncover patterns and develop
a deeper understanding of the participants' perspectives (Graneheim & Lundman, 2004).
By adopting a qualitative research design and using unstructured interviews as the primary
data collection method, the study aimed to capture the complexity and depth of individuals'
engagement in viral behavior towards music artists' TikTok videos.

21
The selected research design, sampling method, and data analysis approach were aligned with
the research objectives and aimed to provide a comprehensive exploration of the research
topic.

3.2 Research Approach

Indeed, the inductive research approach was employed in this study, allowing for the
generation of new theories and insights based on the collected qualitative data. As highlighted
by Bryman and Bell (2015), the inductive approach is characterized by a bottom-up process,
where theories are developed from the data itself rather than being imposed beforehand. The
study acknowledged that individuals bring their pre-existing knowledge and experiences to
the research context, as emphasized by Corbin and Strauss (2015). This understanding guided
the researchers in their analysis, as they recognized that participants had their own
perspectives and interpretations that influenced their responses. By taking into account
participants' pre-existing knowledge and considering it alongside the collected data, the
researchers aimed to develop a more comprehensive understanding of the phenomenon under
investigation. The inductive approach allowed the study to explore the reasons behind
individuals' engagement in viral behavior towards music artists' TikTok videos without
predetermined assumptions, enabling the emergence of new insights and theoretical
frameworks based on the data analysis. By adopting an inductive research approach, the
study aimed to contribute to the existing knowledge in the field and shed light on the complex
factors driving viral behavior on TikTok.

3.3 Research Design

To ensure that the interviews were conducted effectively, a cheat sheet was utilized. The
cheat sheet served as a guide for the interviewers to stay on track and cover the relevant
topics while maintaining a conversational and open-ended tone (Bryman & Bell, 2011). By
using a cheat sheet, the interviewers were able to strike a balance between structure and
flexibility, allowing the interviewees to freely express their opinions and experiences. Prior to
the interviews, informed consent was obtained from all participants. The interviewees were
provided with detailed information about the study's purpose, procedures, and potential risks
and benefits. They were assured that their participation was voluntary, and they had the right
to withdraw from the study at any time. Confidentiality and anonymity were emphasized to
protect the privacy of the participants (Zhang & Barbara, 2017).

22
During the interviews, the interviewers actively listened to the participants, allowing them to
share their perspectives and experiences. Open-ended questions were used to encourage
detailed responses, and follow-up questions were asked to delve deeper into specific topics or
gather additional information (Liljedahl et al., 2015). This approach enabled the researchers
to capture the participants' unique insights and gain a comprehensive understanding of their
engagement with music artists' TikTok videos. Overall, the utilization of unstructured
interviews, in conjunction with an exploratory research design, and the use of a cheat sheet,
ensured that the study collected rich and meaningful data that aligned with the research
objectives. The research methodology adhered to ethical considerations, allowing participants
to have a voice while maintaining their privacy and confidentiality.

3.4 Research Design

To ensure the ethical conduct of the study, informed consent was obtained from all
participants before the interviews began. The interviewees were provided with
comprehensive information about the study's purpose, procedures, and potential risks and
benefits. They were assured of their voluntary participation and their right to withdraw from
the study at any time without consequences. The researchers also emphasized the
confidentiality and anonymity of the participants' responses, following the guidelines set
forth by Zhang and Barbara (2017) to protect the participants' privacy. The interviews were
conducted individually by a male researcher with male interviewees and a female researcher
with female interviewees. This gender separation was implemented to create a comfortable
environment for discussing sensitive topics related to attraction to artists on TikTok (Bell et
al., 2019). It was considered essential to minimize potential biases and facilitate open and
honest discussions. During the interviews, the researchers employed a flexible and adaptive
approach, allowing the interviewees to shape the direction and depth of the conversation. The
unstructured nature of the interviews enabled participants to express their perspectives freely,
share personal experiences, and provide rich qualitative data. The interviewers actively
listened to the interviewees, asked open-ended questions, and allowed for follow-up inquiries
to explore emerging themes and gain a deeper understanding of the phenomenon under
investigation. Overall, the use of unstructured interviews in this study facilitated the
collection of comprehensive and insightful data that addressed the research questions.

23
The exploratory research design and the careful consideration of ethical guidelines ensured
the credibility and validity of the study's findings.

3.5 Interview Guide

To gather unbiased and comprehensive data, unstructured interviews were employed in this
study (Bell et al., 2019). The interviews were designed to allow interviewees to freely express
their perspectives and perceptions, using self-prompts to facilitate open and candid responses.
To maintain a conversational tone while covering all relevant topics, a cheat sheet was
utilized as a reference during the interviews (Bryman & Bell, 2011). The research team
comprised a male and a female researcher who conducted the interviews separately. Each
researcher interviewed individuals of the opposite gender to create a comfortable
environment for discussing sensitive topics related to attraction to artists on TikTok. This
gender separation was deemed necessary to ensure that participants would feel more at ease
discussing their experiences and opinions (Bell et al., 2019). Prior to commencing the
interviews, informed consent was obtained from the interviewees after providing them with
all necessary information about the research. Ethical considerations were carefully addressed,
emphasizing that participants had the right to withdraw from the interview, stop the
recording, or exclude specific information from the study (Zhang & Barbara, 2017). The
interview approach fostered mutual shaping between the interviewer and the interviewee,
allowing for a flexible and fluid conversation. The level of structure imposed on the interview
was minimized to avoid constraining participants' responses and to explore the phenomenon
more comprehensively (Zhang & Barbara, 2017). As the unstructured interview approach
allows for adjustments to the interview guide during the interview process, the research team
made modifications after the first interview to enhance the quality of subsequent interviews
(Liljedahl et al., 2015). Close attention was paid to participants' responses to ensure clear
understanding, and additional questions were added or modified as needed. The flexibility of
the interview guide also facilitated the asking of follow-up questions to delve deeper into
relevant topics and maintain the focus of the study (Liljedahl et al., 2015).

3.6 Purposive Sampling

Prior to implementing the data collection method of unstructured interviews, the authors
needed to establish a sampling method. In this study, the sample was obtained using
purposive sampling, a form of non-probability sampling.

24
As described by Bell et al. (2019), purposive sampling is commonly used in qualitative
research. The choice of purposive sampling was based on its ability to strategically select a
sample that is relevant to the research questions, ensuring the inclusion of the most suitable
participants (Bell et al., 2019).
The aim of this study was to gather empirical material to generate new insights and
knowledge regarding why and how individuals engage with music artists' TikTok videos
through viral behaviors. According to Bell et al. (2019), purposive sampling seeks to capture
variety and different characteristics within the sample. By obtaining a diverse range of
responses from the interviewees, a "thick description" of the phenomenon can be achieved.
Elo et al. (2014) also emphasize the importance of providing a detailed description of the
sampling method to enhance the trustworthiness of the collected data, particularly in content
analysis, which was the chosen data analysis approach in this study. The selected sample for
this study consisted of individuals who were active on the TikTok platform and had a history
of engaging in viral behaviors towards music artists' TikTok videos. Their relevance to the
research topic is further elucidated in the subsequent chapters.

3.7 Sampling frame & Sampling Selection

The chosen sample of this research ended up being 6 males and 6 females. and 1 who prefers
to not say. The sample was between the ages of 18-24 years old, and who are using TikTok
and have engaged with TikTok artists, and their music. The participants were found through
the researcher's network, where the criteria were asked before the individuals were accepted
as interviewees.

25
Table 1 – Participants’s Overview

Participant (s) Age Gender Length of interview

Participant 1: 18 Male 44 minutes, 45 sec

Participant 2: 23 Male 40 minutes, 12 sec

Participant 3: 24 Male 37 minutes, 54 sec

Participant 4: 18 Female 42 minutes, 01 sec

Interviewee 5: 20 Female 49 minutes, 32 sec

Participant 6: 22 Female 40 minutes, 56 sec

Participant 7 21 Male 73 minutes, 13 sec

Participant 8 21 Male 64 minutes, 48 sec

Participant 9 19 Male 66 minutes, 36 sec

Participant 10 20 Female 63 minutes, 02 sec

Participant 11 23 Female 71 minutes, 18 sec

Participant 12 24 Female 72 minutes, 47 sec

Participant 13 19 Prefer not to say 50 minutes, 58 sec

3.8 Interpretation of Empirical Material

Content analysis was employed in this study to analyze the data, as highlighted by Bell et al.
(2019), who emphasized that the nature of the research questions greatly influences the
analysis approach. The research questions of this study were "Why does someone engage in
viral behaviors towards music artists on TikTok?" and "How does someone engage in viral
behaviors towards music artists on TikTok?" These research questions guided the inclusion of
codes and categories as the units of analysis in the content analysis.

26
This approach enabled the researchers to capture participants' subjective opinions, identify
latent material, and identify patterns to address the research questions. The use of codes and
categories as units of analysis provided a clear focus for the researchers when examining the
empirical material gathered from the interviews (Bryman & Bell, 2015). Additionally, given
the interpretivist research approach adopted in this study, it was essential to incorporate an
interpretive aspect into the analysis. As noted by Lindgren et al. (2020), interpreting the latent
content of participants' utterances is crucial for gaining depth and developing meaning. In this
study, the interpretation of codes and categories derived from the empirical material allowed
for the identification of patterns and analysis of factors relevant to addressing the research
question and study aim.

3.8. Coding Process & Schedule

The coding process in this study followed the steps outlined by Graneheim and Lundman
(2004) for conducting interviews, as presented in Appendix 1. These steps can be best
described as a five-stage process applied to the gathered empirical material from the
interviews. According to Graneheim and Lundman (2004), the five stages of the coding
process are as follows:
1. Repeatedly reading through the empirical material to gain a comprehensive
understanding of its essential aspects.
2. Identifying important, relevant, and necessary information that addresses the
research question.
3. Retaining the remaining "meaningful entities" that contribute to contextual
understanding while condensing and transforming them into a more concise form.
4. Coding and categorizing the meaningful entities into categories that mirror the
central meaning derived from the interviews. This material is referred to as the
manifest content.
5. Formulating categories and extracting the latent content that reflects the empirical
material obtained from the interviews (Graneheim & Lundman, 2004).

3.9 Quality Criteria

To assess the quality of this study, four types of quality criteria were employed, namely
credibility, transferability, transparency, and confirmability (Bryman & Bell, 2015).

27
Credibility was established by validating the researchers' interpretation of the interviewees'
social world through confirmation from the interviewees themselves. This step was
considered necessary to acknowledge the potential for multiple interpretations of social
reality (Bell et al., 2019). Transferability was achieved by ensuring transparency in the
coding process and providing access to the codes derived from the empirical material (see
Appendix 1). Additionally, the explanation and description of how patterns were identified
contributed to the criteria of transferability, allowing the research to be applicable in new
contexts and areas (Bell et al., 2019). Transparency was demonstrated in this study through
the comprehensive explanation of the method chapter and justification of the choices made.
Lupia and Elman (2014) argue that transparency is an ethical obligation, and Moravcsik
(2019) highlights its importance in allowing readers to assess the trustworthiness of the data.
Confirmability was ensured by accounting for personal biases that could potentially influence
the research. Critical reflection on the data was facilitated through unstructured interviews,
which provided in-depth insights. Furthermore, the presentation of the information to the
interviewees allowed for confirmation that the empirical data accurately reflected their views
on the topic (Bell et al., 2019).

3.10 Ethical Considerations

According to Diener and Crandall (1978, as cited in Bell, et al., 2019), this research
addressed the ethical issues that may arise during research. The areas examined included
harm to participants, lack of informed consent, invasion of privacy, and deception. To
mitigate harm to participants, the study implemented gender separation to prevent potential
stress or shame associated with certain questions (Bell et al., 2019). Confidentiality and
anonymity were also ensured, with participants being informed about these measures.
Informed consent was prioritized by providing potential interviewees with comprehensive
information about the study, allowing them to make an informed decision on their
participation (Bell et al., 2019). To prevent invasion of privacy, participants were informed
that they had the freedom to choose which questions to answer and the option to remove their
answers afterward (Bryman & Bell, 2015). This approach recognized the significance of
participants' autonomy when dealing with potentially sensitive information. Deception was
actively avoided by providing accurate information about the study and refraining from
making value judgments on participants' responses or falsely stating similarities in answers
(Bell et al., 2019).

28
Furthermore, the research team ensured the protection of participants' personal data when
utilizing secondary data. The study adhered to the European Union General Data Protection
Regulation (GDPR) requirements and utilized the GDPR consent form from Jönköping
University to inform participants of their rights.

29
4. Empirical findings
_____________________________________________________________________________________
The interviews investigating TikTok video engagement revealed several important factors that
contribute to vitality on the platform. These factors include attractiveness, jealousy,
gratification theory, and social proof.
______________________________________________________________________

4.1 Relatability

The interviews conducted revealed the significance of relatability in driving viral behaviors
on TikTok. Participants reported engaging in viral behavior when they felt a strong personal
connection to a song, perceiving it as relatable to their own experiences and emotions.
Positive and empowering songs that resonated with their identities were particularly shared
among users. For example, one interviewee expressed their deep connection with a song
called "I Am Woman," which made them feel empowered and inspired to embrace qualities
of fearlessness and divinity, even if they did not always embody those characteristics. “I keep
watching artists' song videos on TikTok when I feel it on a personal level. Sometimes the song
just hits you, and you feel like it was made for you. There was this one song called “I Am
Woman” (by Emmy Meli) and there was a Tiktok about it which I watched like 10 times
because it was so me. It was relatable but still not. The song kind of repeats mantras, and has
this empowering feel to it, talking about being fearless, sexy and divine. I don't feel
particularly fearless or even divine all the time, but it kind of made me feel like I could be
that. It inspires me.” (P4).

Additionally, the concept of relatability extended beyond personal experiences. Participants

also mentioned relating to certain stories presented in videos, making them more captivating
and easier to watch. In some instances, individuals repeatedly watched videos that accurately
described their own situations and emotions, creating a sense of understanding and empathy.
These relatable videos became personal and even beautiful, allowing users to find solace and
a sense of connection. “Sometimes I have watched these types of videos a lot of times just
because I feel kind of down and sad, and here comes a song that describes my situation and
story perfectly” (P5).

30
However, it is important to note that the level of relatability influenced users' engagement
behaviors. Participants were mindful of the impact their shared content might have on others.
For instance, some interviewees refrained from sending sad or negative song videos to friends
who were already experiencing challenging emotions. They aimed to avoid exacerbating their
friends' sadness and did not want to be perceived as the source of additional distress. “One of
my friends' dad died of cancer, and there was this song by this guy I think is called Dean
Lewis who sang just about losing his dad to cancer. I just couldn't send him the song. I didn't
want him to put him in a bad mood. I mean he was already sad, but I didn't want to put
gasoline on the fire and be “that person”... You know the person that makes someone else
feel bad, I don't want him to dislike me because of it” (P2).

Similarly, participants considered their values and the values of their friends when engaging
with TikTok content. They shared videos that aligned with their beliefs, such as advocating
for equality and freedom, or supporting the LGBTQ+ community. “Sometimes they say
things that I believe are true and are what I stand for and value. Like that everybody is
supposed to be equal and feel free in their bodies. My friends are big advocates for the whole
lgbtq community. We often send and talk about those things. Artist are just one part of it”
(P3).

Moreover, the presentation style of music artists played a role in enhancing relatability. When
artists used a conversational tone in their music, it further facilitated users' connection to the
content. This conversational approach created an atmosphere of familiarity and authenticity,
strengthening the relatability factor. “during Covid, I was stuck in Sweden and couldn't go
back to Spain because I had a job here, so I got lost into this world of sad music, movies and
yeah TikToks. It is weird but it helped me to feel less lonely I think. But after a while I had to
stop with TikTok because of it. It just became to sad. I guess it is the algorithm keep
recommending me that stuff because I watched it so fucking much” (P1).

Overall, the interviews highlighted the importance of relatability in driving engagement and
viral behaviors on TikTok. Users were more likely to engage with and share content that
resonated with their personal experiences, emotions, and values. The relatability of songs and
stories played a pivotal role in creating a sense of connection and facilitating the spread of
viral content on the platform.

31
When a participant was asked if they think that songs about partying and having fun is a part
of their values, this is their answer. “I like to have fun and party as much as any person, but I
mean, in that context it is not about what I stand for, but if the song is cool and catchy. Its like
a part of culture. I don't identify or relate very much to being a rockstar or a party animal but
I kind of relate to the whole cultural part of it. Me and my friends often use that type of slang
or words. So I guess I relate to that. And you know man, it is not always about that either. As
a black man, sometimes it is just about connecting with other struggling black men.” (P7).

Moreover, according to the interviews, humor plays a significant role in generating vitality on
TikTok. Participants noted that even with typical pop songs, the inclusion of humor in the
accompanying video added a humanizing element to the artists' performances. This sense of
humor before the singing portion created a connection between the artists and the viewers,
making them feel relatable and approachable. “Sometimes the song might be a typical pop
song but that they joke in the video before they start singing, kind of shows that they are
human” (P13).

Furthermore, the interviews highlighted the importance of vulnerability and authenticity in

creating a sense of friendship between the artists and the audience. Participants expressed
appreciation for artists who displayed vulnerability in their content, as it made them feel like
they were opening up and sharing a personal side of themselves. This vulnerability was
perceived as a sign of authenticity and created a sense of camaraderie between the artists and
the viewers. However, participants also noted that while they enjoyed the vulnerability
displayed by artists, they were hesitant to share such content with their friends. The personal
nature of these videos made participants more inclined to like or save the video for their own
consumption rather than share it with others. The reluctance to share stemmed from the
perception that these topics were too personal and not commonly discussed among their
social circles. It appears that humor and vulnerability combined create a unique dynamic that
fosters engagement and connection on TikTok while still maintaining a level of privacy. “It is
hard to be a vulnerable and sensitive man these days, or any time period for that matter. I like
when artists are vulnerable because it is like we are friends and that they open up to me. But I
would not feel comfortable sharing this. I like or save the video. Its a bit too personal to
share with my friends. We never really talk about these things.” (P7).

32
Furthermore, the interviews revealed the significance of identity in the vitality of TikTok
content. Participants expressed their preferences and engagement based on their own social
identity and cultural background. One participant highlighted the importance of relatability in
terms of identity. They mentioned feeling disconnected from the current image of an artist
they used to enjoy. The artist's transformation seemed too distant from their own social
identity and cultural values. While it was not a matter of being homophobic or discriminatory,
the participants emphasized that they couldn't identify with the exaggerated persona and
preferred artists who were more relatable to their own sense of self. “My friend sent this video
of Sam Smith in our group chat, and it compared him now to a couple of years back. It was
hard to watch. Sam Smith used to be a very normal artist back in the days. He had regular
outfits and sang about love. But now it is so over the top that I can't watch it. It is just too far
from what I am. It's not about me being homophobic and whatnot. It's just that I don't really
see myself as that guy.” (P3).

In addition, participants shared experiences where TikTok content evoked nostalgia and a
connection to their cultural values. For instance, one interviewee mentioned a song called
"Cool Kids" that portrayed the high school experience and triggered feelings of nostalgia.
The song's radio effect added a touch of nostalgia, reminiscent of earlier times. This
emotional connection to past experiences and cultural context made the content more
appealing and enjoyable. “I love this song called Cool Kids. It talks about the cool kids in
high school and how they peaked at time and a lot about the time in high school. It's so
nostalgic. Let me show it to you … It kind of has that radio effect that makes me feel like it is
old you know. It really reminds me of the days we had in school. Not just about the cool kids
but also about the good times. It makes me happy thinking about it” (P11).

Furthermore, social identity played a role in engaging with artists of similar ethnicity. One
participant expressed excitement and a sense of pride in discovering an Indian artist in the
Western world. They immediately followed and became a fan of the artist because of their
shared ethnicity. This connection to an artist representing their own cultural background
created a sense of uniqueness and specialness in their engagement with the content. “As an
Indian, I have never really seen another Indian artist in the western world. I mean if you
don't count Freddie Mercury which kind of can't be counted in as Indian because of his white
appearance. Anyways, there was this artist Renao or something like that, and he is an Indian.

33
I followed him immediately everywhere because of that. Feels special that I listen to him. I'm
Lowkey, a very big fan. I always send my sister his TikTok's” (P12).

4.4 Emotion

The interviews shed light on the importance of emotions in the vitality of TikTok content.
Participants expressed various emotional responses to songs, highlighting the impact of
emotions on their engagement with the platform. While the emotional tone of a song did not
necessarily affect participants' enjoyment or personal connection to the content, it was noted
that sad songs had a unique effect. Several participants mentioned that sad songs actually
made them feel good. They found solace and a sense of meaning in listening to sad songs,
and watching videos with sad songs on TikTok could evoke nostalgia and take them back to
certain moments or experiences. However, when it came to sharing such content, participants
hesitated because they didn't want to impose sadness on their friends. “In general, when I
listen to sad songs, they often make me feel good. I don't think I am the only one who thinks
like this, just look at the streams. I can watch the video several times if the song is good, but
like I said previously, I don't feel that it is good to share as it is sad. I don't want to make my
friends sad. (P2).

In addition to nostalgia, certain songs were described as sources of inspiration and

motivation. Hip-hop songs, for example, could evoke a strong sense of empowerment and
drive, motivating participants to take control of their lives. These songs had the ability to
ignite positive emotions and spur action. “HipHop makes me feel like I want to workout and
take control of my life. I always like UK drill songs on TikTok, and if the vibe is right, I find it
on Spotify.” (P7).

The live performance aspect of TikTok videos was highlighted as a means of intensifying
emotional experiences. One participant shared their emotional response to a snippet of
Adele's performance, which brought them to tears and gave them goosebumps. The raw
emotion and energy conveyed in the artist's live performance created a profound and
beautiful emotional connection for the viewer. “I remember that I saw this performance of
Adele on TikTok and immediately brought me to tears and gave me goosebumps. It was just a
snippet but I had to find the original video on Youtube after I watched it” (P13).

34
Overall, emotions played a crucial role in the vitality of TikTok content. Sad songs elicited
unique responses, providing a sense of comfort, nostalgia, and meaning. Inspiring and
motivational songs fueled positive emotions and empowered users. Furthermore, the live
performance element added depth and intensity to the emotional experience. Emotions,
whether they were joy, nostalgia, inspiration, or sadness, contributed to the engagement and
resonance of TikTok content.

4.5 Self-Enhancement

The interviews revealed the significance of self-enhancement when it comes to the vitality of
TikTok content. Participants shared videos and music with their friends as a means of
portraying themselves as interesting, cool, and likable individuals. The act of sharing content
was driven by the desire for social validation and recognition from their peers. “I frequently
share song videos to my friends because I know they are going to like it. Some of my friends
are more picky with music, and I get a kick out of it when they like the song. I don't even have
to like the song myself, if they like it, I'm happy” (P1).

Some participants admitted to sharing songs that they themselves might not personally enjoy,
but they were motivated by the satisfaction of knowing that their friends would appreciate the
music. The validation received when their friends liked the shared song brought them joy and
a sense of accomplishment. On the other hand, participants who were considered music
experts felt that their friends shared music with them to impress them or seek their approval.
This dynamic created a sense of status and influence, reinforcing their self-perception as the
knowledgeable music person in their social circle. “I am the music guy in the group, and my
friends often send me music and ask me what I think of it. Sometimes they show it when we
hang out, sometimes they send a song on Spotify and sometimes it is a TikTok video. This
might come off as arrogant, but I think it is because they think I have some form of knowledge
in it. Sometimes it's like they are trying to impress me. Because I have this one friend who
does this and kind of boasts that he has good taste in music, and when I do not like the song it
is like he gets a bit sad” (P2).

35
Another perspective emerged from participants who shared music in the hopes of receiving
music recommendations in return. They saw sharing as a way to expand their own musical
horizons and discover new songs and artists that they might not have come across otherwise.
This reciprocal exchange of music created a sense of community and mutual enrichment. . “I
love sharing music with my friends, I honestly send people music all the time because I want
them to do the same. I love new songs and its way easier to find new good music when people
send it instead of me searching for everything” (P3).

Furthermore, participants sought to differentiate themselves based on their music preferences.

They took pride in sharing songs that were unique and undiscovered, aiming to demonstrate
their passion for music and showcase their ability to unearth hidden gems. By introducing
their friends to unfamiliar music, they sought recognition as tastemakers and influencers
within their social groups. “I like to send music that I’m sure my friends have never heard
before, I want them to realize that I’m a digger, that I truly have passion for music and I
wouldn’t want to send them mainstream music anyways. If it’s a song that they never heard
before, that they discovered because of me, then I’m happy I don’t know how to explain that”
(P5).

Participants also found satisfaction in anticipating the success and virality of the songs they
shared. When a song they had recommended became popular and widely recognized, they
felt a sense of pride and accomplishment, believing that their contribution played a role in its
success. This further reinforced their self-perception as individuals with influence and taste.
“Sometimes it happens to me where I share a song with my friend and I’m like -this song is
going to blow up for sure-, and then everyone listens so it after because it goes viral. It makes
me feel like I had some type of influence on the song being recognized and that I participated
in making it famous.” (P4).
In some cases, participants shared music with friends whose taste differed from their own.
Despite not personally enjoying the music, they saw value in making their friends happy and
appreciated. The act of sharing itself was seen as a way to foster positive connections and
bring joy to others, highlighting the self-enhancement aspect of building relationships
through shared musical experiences. “One of my best friends is a pop freak. I always tell him
his music taste is so bland, and I always joke with him about it. But I know he appreciates
that music. So I send him whenever I hear something like that. Most often it is like Spotify
songs I hear but sometimes it is TikToks and Instagram videos too.” (P9).

36
Overall, self-enhancement played a significant role in the vitality of TikTok content.
Participants sought validation, recognition, and social rewards by sharing music and videos
that reflected their unique tastes or showcased their influence. The act of sharing and the
subsequent response from friends contributed to a sense of fulfillment and self-worth,
reinforcing their identity and social standing within their circles.

4.6 Attraction

The interviews revealed that attractiveness plays a role in the vitality of TikTok content,
particularly when it comes to the artist or individual featured in the video. Participants
admitted to engaging with videos primarily because they found the artist visually appealing.
The attractiveness factor had the power to capture their attention and generate interest, even if
they were not particularly fond of the music itself.
Some participants mentioned being drawn to videos where female artists projected a
seductive or alluring image. The combination of seductive glances, attractive outfits, and a
certain sexual appeal made these videos captivating, regardless of the participants' musical
preferences. In some cases, participants even shared these videos with their friends,
highlighting the level of attraction they felt towards the artist. “I do not always like the music
I am watching on TikTok. I have watched countless videos of music just because the girl artist
is attractive. She had this sexual thing where she looked into the camera very seductively and
had an attractive outfit on. I don't even like that type of music but I was kind of hooked.
Actually this one time I shared one video to my group chat with my friends (all guys), just
because of that; “like look at this girl man” (P1).

However, there was a distinction between videos that could be shared and those that were
deemed inappropriate. While participants felt comfortable sharing videos featuring attractive
artists, they drew a line when it came to videos that displayed explicit sexual content or
overly revealing outfits. This boundary was influenced by the participants' desire to avoid
being perceived as desperate or inappropriate by their peers.

37
They were conscious of the potential judgment they might face for engaging with such
content. “This is a bit embarrassing to admit, but I frequently get videos on my TikTok of girls
dancing and showing off their bodies quite openly, and there was this one time a song by Ice
Spice where another girl was using that song in her video but twerking. I actually looked the
song up after that haha.” (P7).

Female participants expressed a more nuanced perspective on attractiveness. They

acknowledged being attracted to certain artists but emphasized that their engagement with the
videos was more focused on the overall song and performance rather than solely on the
artist's physical appearance. They enjoyed watching and saving the videos but refrained from
commenting or sharing them, as they feared being judged or labeled as desperate. Their
engagement was driven by their appreciation for the music rather than a purely superficial
attraction. “At times, I do find a singer very attractive, and I can watch the video several
times, like it and even save it, but never comment or share the video. That would be
embarrassing. Like me being desperate. I was a fan of Justin Bieber when I was a kid and I
do think I commented on his music videos on Youtube, but it feels kind of weird to do it now. I
would not want my friends or other people to know that I do those things. I don't want to be
judged. It can be okay if it is a good song by Justin Bieber or whatever, but it is not really
about being attracted to Justin, but more about the song in general.” (P5).

Overall, attractiveness played a role in capturing the attention and interest of TikTok users.
The visual appeal of an artist, especially when combined with seductive elements, could draw
viewers into the video. However, participants were cautious about sharing or engaging with
explicit or overtly sexual content to avoid being perceived negatively by their peers. For
some participants, attractiveness was a contributing factor, but it did not overshadow their
overall appreciation for the music and performance.

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4.8 Use & Gratification

The interviews highlighted the importance of gratification theory when it comes to vitality on
TikTok. Participants expressed how watching, liking, commenting, or sharing song videos on
TikTok provided them with various forms of gratification.
Firstly, the pleasure derived from a catchy song or a well-made video was a significant factor
in engagement. The enjoyment of listening to a good song or being captivated by a visually
appealing video played a crucial role in their TikTok experience. “Sometimes, I listen to a
song video (on TikTok) because it's such a good song and it's so catchy. If the video also is
cool, that's even better” (P2).
Secondly, participants mentioned that TikTok fulfilled their need for entertainment and served
as a means of diversion or escape from their daily routines. It provided a source of relaxation
and fun, allowing them to unwind and enjoy themselves. "I think it's entertaining. After I
have studied, worked and exercised, it feels like I deserve a bit of fun. Good way to end the
day, I think. To relax and laugh” (P10).

The social or relational benefits of TikTok were also highlighted, as participants mentioned
sharing their discoveries with friends and creating shared experiences. This social connection
and bonding over music added to their sense of gratification.
The interviews revealed that TikTok videos played a role in shaping personal identity and
self-expression. Participants found validation and personal relevance in videos that aligned
with their values or interests. Additionally, engaging with TikTok through duets or
participating in trends allowed for self-expression and a sense of achievement. “Yeah I have
participated in trends, and done like small dances” (P4).

The emotional and psychological benefits of TikTok were emphasized, with participants
mentioning how certain songs provided escapism or empowerment. They expressed that
relating to an artist's song could offer a temporary escape from reality or provide inspiration.
“When I can relate to an artist's song, it's like escaping the world for a brief moment” (P5).

Furthermore, participants noted the significance of delayed gratification. The anticipation and
excitement of waiting for a song's release or discovering teasers and leaks created a unique
sense of gratification.

39
In a world of instant gratification, this aspect of anticipation added value and enhanced the
overall experience. “When I find a song, I like on TikTok, it is easy to find it on some
streaming platform, but usually I just use the like function on Spotify or screenshot the song
and then forget about it. I have countless songs I have liked, both from TikTok and from big
artists. But there is something special about songs that are not finished or are just teasers,
leaks or ideas put out there. I kind of have to wait for the song and go back to the artist's
social pages to see if it is out yet, and the video is often the only source for the song, so I
listen to it a lot” (P3).

Overall, gratification theory played a crucial role in the vitality of TikTok. The pleasure
derived from catchy songs, the fulfillment of various needs (entertainment, information,
social connection, personal identity), and the anticipation of future releases all contributed to
the gratification experienced by TikTok users.

4.9 Social Proof

The interviews revealed the importance of social proof in determining the vitality of TikTok
videos. Participants expressed that they were more likely to watch and save a song video if it
already had a significant number of views, likes, and comments. The presence of high
engagement metrics signaled to them that the video was of better quality or more popular.
Participants described how the algorithm influenced their perception of videos. They believed
that videos with more views were generally better and more deserving of their attention. They
associated high view counts with quality content, drawing parallels to the popular songs on
platforms like Spotify. The social proof provided by the number of views served as a deciding
factor in whether they would engage with a video or not. “When a video has a lot of views or
comments, I do think it's going to be a better video. The algorithm kind of works like that.
Often when something has more views it is better. Just look at the songs on Spotify, most often
the songs that have the most streams are the best. But the videos that are already popular
grab my attention. When I look at a video, I often look at the comments while I'm watching
the video or afterwards, and it is hard to ignore the numbers you can see at that side of the
video” (P6).

40
Additionally, participants paid close attention to the comment section of videos. They found
the comments to be informative and entertaining, often reading them while watching or after
watching the video. The comment section served as a source of social proof, providing
insights into the general reception of the video and enhancing their overall viewing
experience. “There are many bad or mediocre song videos out there but I watch a lot of them
if the views and likes are high. I do not know what it is, but I often look at the comments
immediately while the video is running, and sometimes the comment section is so funny that I
can read them for a whole minute” (P4).

Furthermore, participants expressed interest in videos that featured reactions from other
people beyond the artist. They found videos where others were present and their reactions
were captured to be engaging. This could include videos where an artist played a song in
front of someone and viewers had to wait for their reaction. Participants appreciated the
emotional connection and bonding that occurred in these videos, especially when it involved
close family members or loved ones. They found it beautiful to witness the shared experience
and emotional reactions of others, which further intrigued them and compelled them to
engage with the video. “There are videos of artists playing a song in front of someone else
where it says that we should wait for their reaction. I really like those videos, and many times
they do have me waiting for their reaction. It is something about waiting to see the look on
someone's face and emotional reaction when they hear a good song. It is beautiful when they
bond, especially when it is someone close to the artist, like a grandparent or parent. I usually
don't share those videos because I don't think my friends would like them very much. I usually
save them or go to Spotify to find the song and just like it.” (P6).

In summary, social proof played a significant role in the vitality of TikTok videos. The
number of views, likes, and comments served as indicators of quality and popularity,
influencing participants' decision to watch and save a video. The comment section provided
additional validation and entertainment value, while videos featuring reactions from others
created a sense of curiosity and connection. The presence of social proof helped guide
participants' engagement with TikTok videos, shaping their perception of the content and
enhancing their overall TikTok experience.

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5. Discussion and Analysis
_____________________________________________________________________________________
By aligning the empirical findings with existing scholarly knowledge, this chapter delves into
a deeper understanding of the subject matter, exploring the nuances and complexities of the
research topic. The analysis conducted in this chapter allows for a synthesis of the empirical
data with theoretical perspectives, offering valuable insights and contributing to the existing
body of knowledge in the field.
______________________________________________________________________

5.0 Analysis

5.1 Reliability

The interviews conducted shed light on the significance of relatability in driving viral
behaviors on TikTok, where the importance of relating and connecting not only to the song
but also to the artist behind it was expressed. However, the specific aspects they related to
varied among individuals. Some connected with the song's themes about womanhood or its
melancholic lyrics, while others found relatability in the ethnicity of the artist or simply
enjoyed their persona. Despite the specific elements of relatability differing from person to
person, the importance of relatability is evident. Relating to others is a fundamental
psychological need for humans (Ryan & Deci, 2017). Adomavicius (2021) highlights the role
of human connection and relationships in influencing social media engagement. The authors
found that people were more likely to engage with a photo when it featured a friend or family
member rather than being posted by an organization. The research team of this paper suggests
that a similar effect occurs on TikTok when users find common ground between themselves
and the artist, creating a connection akin to that of a friend. Similarly, Kapitan et al (2021)
explains that relatability on TikTok is about showing that you are human and have
imperfections, something specifically mentioned by an interviewee “sometimes the song
might be a typical pop song but that they joke in the video before they start singing, kind of
shows that they are human”. This idea finds support in Atiq et al.'s (2022) findings, which
demonstrate the significant role of relatability in establishing a strong connection between
stories and audience engagement for influencers.

42
Cohen (2013) also explains that people prefer relatable content as it allows them to connect
with characters and stories on a personal level. Given the strong relationship between songs
and stories (Cooper, 2010) and the notion that stories are effective vehicles for ideas to go
viral (Bergers, 2016), it appears that Berger's idea holds true in this context as well.
Furthermore, relatability has become a crucial factor in media and entertainment, influencing
audience engagement and appeal. Abidin (2016) emphasizes its significance in human
interactions and social media engagement, facilitating the establishment of connections and
understanding.

The interviewees mentioning the song “I Am Woman” revealed that they also related to the
artist song more than just through similarity. The interviewees related to what the song said
they could become. While this idea does not have a direct connection relatability, it might
connect to Berger & Milkman (2012) stating that the cause of virality is mainly because of
physiological arousal. Content which for instance contributes to high arousal in a positive
manner is more likely to be viral because of emotions such as excitement and happiness and
even inspiration (Tellis et al., 2019). However it is important to note that while the
interviewees use the word relatability in this instance, it might not be what is actually going
on in their head.

Moreover, there is also evidence of the previous paragraph in the opposite direction, namely
when one does not relate to a piece of content. In the case of Sam Smith's evolution as an
artist, a straight male expressed that he had a hard time relating to Smith's new, very
over-the-top persona (see Appendix x), as it is too far from their own identity. This lack of
relatability can make it difficult for the individual to establish a sense of connection and
understanding with the artist's music and message, which does align with the notion that
relatability can lead to increased empathy and understanding, as individuals are more likely to
see situations from another person's perspective if they feel that they can relate to them
(Tamir & Mitchell, 2012). However, in this case, the individual did not relate to Smith. While
a study explains that relatability on TikTok is about showing that you are human and have
imperfections, which in turns creates a relationship built on respect and understanding
(Kapitan et al., 2021), Smith is not relatable to the interviewees identity, and hence does not
make them engage in viral behaviors. Furthermore, According to the self-determination
theory, the need for relatedness or relatability is a fundamental human psychological need
that helps individuals grow and function optimally (Ryan & Deci, 2017).

43
Therefore, the lack of relatability in Sam Smith's new persona might hinder the individual's
psychological well-being by not fulfilling their need for relatedness. Moreover, sharing such
content might be the opposite of self-enhancement, as it does not align with the individual's
own beliefs and values.

5.1.1 Relatable Nostalgia

The interviewee's response highlights the emotional impact of the song "Cool Kids" on
TikTok. The song's theme about the social hierarchy of high school and its lyrics evoke
feelings of nostalgia for the interviewee. The radio effect of the song also adds to the
nostalgic feeling, making it seem old and reminding the interviewee of their time in high
school. According to the self-determination theory, humans have fundamental psychological
needs, including relatedness (i.e., relatability), which helps them grow and function optimally
(Ryan & Deci, 2017). Relatability is the degree to which individuals perceive themselves as
similar to others in terms of experiences, beliefs, and values (Tamir & Mitchell, 2012). The
song's theme about the social hierarchy in high school is relatable, as most individuals have
experienced some form of social hierarchy during their school years. Relatability allows
individuals to establish a sense of connection and understanding, which can lead to increased
empathy and understanding (Tamir & Mitchell, 2012). Moreover, relatability can play a role
in shaping attitudes and behaviors towards social issues. In conclusion, the emotional impact
of "Cool Kids" on TikTok can be attributed to its nostalgic theme and relatable lyrics. The
song's relatability allows individuals to establish a sense of connection and understanding,
which can lead to increased empathy and understanding. The importance of emotions and
relatability in media and entertainment can shape audience engagement and appeal,
highlighting the significance of these factors in the success of songs on TikTok.

5.1.2 How Relatability Influences Viral Behavior

While Tamir and Mitchell (2012) emphasize the positive impact of relatability on behavior,
the different points of connection the interviewees described such as ethnicity, gender and
song topic will influence what types of viral behavior one takes and to what extent.

44
Firstly, all interviews showed that relatable content caught the users attention and that the
content was watched one or more times depending on how intensely they related to it, the
song “I Am Woman” by Emmy Meli being a prime example. The users stated that they
watched that video many times. However, this displayed passion was not observed across all
interviews. Many others stated that they could watch a relatable video a couple of times, but
not as many times as the Emmy Meli example. The research team argues that the displayed
passion observed is what the literature calls “high-arousal emotions” (Berger, 2016; Berger &
Milkman, 2012; Tellis et al., 2019). While the aforementioned studies have focused on the
aspect of sharing and not rewatching, it can be argued that the high arousal emotions also
work in favor of getting the users attention and for the user to rewatch it. The notion of
sharing does however align with the aforementioned interviewees answer regarding sharing
the Emmy Meli TikTok video, where it was said that the interviewees shared that song many
times. Furthermore, the aforementioned interviews reveal that they felt a connection to a
group, which according to Lieberman (2015) is the most important need a human has to
fulfill.

5.1.3 Relating to Sadness

The theory of self-determination proposes that humans have three fundamental psychological
needs: competence, autonomy, and relatedness. The need for relatedness refers to the extent
to which individuals perceive others as relatable or similar to themselves, allowing them to
establish a sense of connection and understanding. This need for interpersonal attachments
serves as a fundamental human motivation, highlighting the importance of belongingness in
psychological well-being (Ryan & Deci, 2017). The first interviewee relates to a song about
heartbreak and finds it beautiful but doesn't want others to know about their personal
experience with it. This can be seen as a way of maintaining autonomy over their personal
experiences and emotions, while also finding relatability in the song's lyrics. The second
interviewee turned to sad music, movies, and TikTok during the pandemic to cope with
loneliness, but eventually had to stop because it became too overwhelming. This suggests that
while they found relatability in the sad content, it was not fulfilling their need for relatedness
in a meaningful way. The algorithm's recommendation of similar content could be seen as an
attempt to fulfill the need for relatedness, but it ultimately fell short. Kapitan et al (2021)
explains that relatability on TikTok is about showing that you are human and have

45
imperfections, which in turn creates a relationship built on respect and understanding. In light
of this, it is possible that the second interviewee found the sad content on TikTok lacking in
terms of relatability because it did not allow for a sense of connection and understanding
beyond the surface level. Overall, these experiences highlight the importance of the need for
relatedness in human interactions and media engagement. While relatability can be found in
sad content, it is not always sufficient for fulfilling the need for meaningful connection and
understanding. In one way they get the connection and understanding through the fictive
human relationship, however, the sadness is the vehicle that takes them there.

The interviewee expressed reluctance to share a sad song video with a friend who had
recently experienced the loss of their father to cancer. While they knew their friend would
relate to it, they did not share the content with them. The most simple argument for this
matter is basic human decency. However, there might be other reasons for it. At first glance,
the notion that positive content is shared more than negative content (Berger & Milkman,
2012; Eckler & Bolls, 2011) or that low arousal emotions such as sadness are shared less and
high arousal are shared more (Tellis et al., 2019) seems to be accurate explanations for this
matter. However, the literature on the idea that positive emotions are shared more is
contradicting, and sharing content that evokes negative high-arousal emotion but is similarly
inappropriate as the previously mentioned example would be similarly inappropriate.
However, it can be argued that individuals simply do not share such content to a friend
because they as Palka et al. (2009) describe do not want to damage their reputations or what
the research team of this paper thinks; damage their friendships. Furthermore, the
aforementioned context also aligns with the theory of emotional contagion, which suggests
that emotional states can be transferred from one individual to another through online
communications (Pugh, 2001).

Furthermore, it can be argued that individuals share with others when there is a reasonable
cause for sharing. Meaning, when someone else can relate to the content in a positive way.
For instance, the Indian interviewee shares something his sister can relate to and the women
sharing “I Am Woman” with their friends.

Moreover, it can be argued that individuals find different things to relate when it comes to
TikTok music artists' videos, a viewpoint in line with research suggesting that people seek
differentiation in their identity (Berger and Heath, 2007; Palka et al., 2009).

46
Additionally, Pauwels and Lewis (2018) found that relatability is a subjective and complex
concept, and individuals may perceive it differently based on their own experiences and
backgrounds. Whereas Berger & Milkman (2012) explain that the relationship between
emotion and social transmission is a complex subject to understand. These two concepts
become even more complex when combined.

5.2 Emotions

The interviews revealed that the emotional tone of the song most often did not affect how
they engaged with a song, except that negative and sad songs were less likely to be shared.
This connects partly to the idea of relatability as Tamir & Mitchell (2012) explains that
relatability can lead to increased empathy and understanding, as individuals are more likely to
see situations from another person's perspective if they feel that they can relate to them
(Tamir & Mitchell, 2012). While the aforementioned authors do not explain that individuals
do not want to share something because it might upset their friend, empathy could work both
ways, where one is put into an emphatic state because of relatability. However, Berger and
Milkman (2012) sheds light on this and argue that sharing positive content can improve the
mood of others and that the likelihood of content being shared is influenced by the level of
excitement or arousal that it generates in individuals. One can argue from simple logic that if
a sad song will not generate a positive mood for the receiver, there is no need to send it.
Furthermore, the interviewees revealed that their behavior is not affected by the song's
emotional tone. This somewhat contradicts the literature which has found that positive
content is shared viral than negative content (Berger & Milkman, 2012; Tellis et al., 2019),
however the researchers are not in agreement of this as there is evidence that negative content
is shared more than positive (Godes et al., 2005). However, this paper's finding sheds light on
the aforementioned complexity of emotions and virality which Berger & Milkman (2012)
explained. While no studies have analyzed the emotional tone of songs that go viral, there
might be an explanation found in the nature of what music does to the brain. Research has
shown that listening to music can trigger the release of dopamine in the brain, leading to
feelings of pleasure and reward (Salimpoor et al., 2011) and that listeners satisfy emotional
and psychological needs through music (Karageorghis et al., 2011). While a song can have an
negative emotional tone, it can still release dopamine in the brain and satisfy the needs of the
listener, which can explain why music cuts through the categories negative or positive.

47
The interviewee mentioned their preference for sad songs on TikTok, stating that it made
them feel nostalgic, took them back to the good times and made them escape the world. This
preference for sad songs, despite the negative emotions they elicit, relates to the idea of
people using social media platforms because of the fulfillment of their entertainment needs,
also called escapism (Falgoust et al., 2022; Omar & Dequan, 2020; Quan-Haase & Young,
2010). At first glance, it seems as if it goes against the research on emotions influence on
virality as low arousal evoking emotions such as sadness have a lower chance of being shared
(Berger & Milkman, 2012; Guadagno et al., 2013; Nelson-Field et al., 2013; Tellis et al.,
2019). However, while other interviewees explained that they do not share content with sad
and low arousal characteristics, the literature does not state that people do not want to watch
it. Humans have a negativity bias where more attention is directed towards negativity than
positivity (Norris, 2019; Rozin & Royzman, 2001), which might give an additional
explanation of why people would want to watch negative content. The difference lies in the
fact that Berger (2016) explains that high arousal emotions make people take action, while
low arousal emotions sedate people into taking less action. TikTok is not a high energy
consuming activity. People can scroll their phones for hours and still fulfill their needs
according to the U&G Theory (Falgoust et al., 2022; Omar & Dequan, 2020). It might be the
case that people use sadness as a means to an end, i.e. using sadness to escape to a different
mental place. Moreover, as stated previously, humans have a need for relating to others, while
still remaining autonomous (Ryan & Deci, 2017) but still have a desire for interpersonal
attachments and belongingness (Baumeister & Leary, 1995), a social need often fulfilled by
social media platforms as well as sites (Boyd & Ellison, 2007; Omar & Dequan, 2020;
Raacke & Bonds-Raacke, 2008). One could argue that the need to escape reality while still
remaining social is all there is to it, and that people are simply different. Shao (2009) explains
that people who use social networking sites are different in how it is consumed, explaining
that some are passive consumers and just like to observe while still fulfilling the
aforementioned needs. This once again shows the complexity of the matter.

Furthermore, interviewee x explained how HipHop makes them feel motivated to workout
and take positive action in their life. Similar to Berger (2016) notion that high arousal
emotions make people take more action because of the intensity of the emotion. While Berger
(2016) discusses action in the context of sharing, the core functionality can be argued to
remain true, namely action taking.

48
Nonetheless, interviewee x explained that they did at times share the actual song on Spotify,
and not the TikTok because of the unoriginal videos, suggesting that video plays an important
role in the virality equation. Something that interviewee 2 explained, which can be argued to
be connected to the need for entertainment (Falgoust et al., 2022; Omar & Dequan, 2020),
and in turn the motivation to feel more dopamine (Karageorghis et al., 2011). Which begs the
question if a better video helps virality.

5.2.1 Emotional Contagion

Interviewee x explained that Adele's live video performance brought them to happy tears
because of the raw energy and emotion in the artist's voice and led them to take some form of
viral behavior. Firstly, this is in line with the theory of emotional contagion, which suggests
that emotional states can be transferred from one individual to another through emotional
expressions (Pugh, 2001) and Kramer et al. (2014) propose that emotional transportation can
also occur through online communication, and not only in real life. This emotional
transference is different unlike the previous discussion regarding the participants who related
to sad songs, but did not feel the same inclination towards action. Once again, Bergers (2016)
explanation that high arousal emotions make people take action, while low arousal emotions
sedate people into taking less action becomes highly relevant. The question whether happy
tears can be categorized as high arousal emotions or not becomes relevant. However the
researcher in hand of this particular interview noted that the interviewee was presenting signs
of passion and intensity when describing the behavior. While the interviewee did not share
this piece of content with friends, finding the full live performance on Youtube did occur. In
the grand scheme of things this can make Adele seem as a larger artist, and in turn boost
vitality because of the social proof (Berger, 2016; Cialdini, 2021).

5.3 Self-Enhancement

The interviews revealed that the interviewees wanted to self-enhance and felt that others were
doing the same thing in relation to music being shared with one another. The findings are
consistent with the notion that one wants to share content with others to be perceived as
knowledgeable, cool and interesting (Hennig et al., 2004; Wojnicki and Godes, 2008; Berger
and Heath, 2007; Palka et al., 2009). Moreover, it also could explain why people did not want
to share music with others if they thought it would make the receiver more sad.

49
While it was argued that it might have to do with empathy, one could also argue that
individuals do not want to share a TikTok video which would make the receiver associate the
sender in a negative way, e.g. it would be the opposite of self-enhancement. Furthermore, the
interviews also revealed that people seek to differentiate through the music they share with
others, to partly be perceived as interesting and cool because of the music, but also because of
the song later on going viral and becoming accepted in the public eye. Berger and Heath
(2007) explain that people seek differentiation in their identity, even if their differentiated
identity has a purely self-enhancement driven purpose (Berger and Heath, 2007).

5.4 Attractiveness

The interviews revealed that sex appeal and attraction in general had an important influence
on the interviewees viral behavior. Firstly, it revealed that men would watch a video several
times and at times share it with their friends despite the song not being what they perceived
as good. This is not new to the advertising and marketing field where sex appeal has been
frequently used to retain attention, increase sales and popularity (Samson, 2016; Aubrey &
Frisby, 2011; Reichert et al., 2001). This might be explained by the general notion that
attractive people get more attention than unattractive people (Hoss et al., 2005; Maner et al.,
2007), but the deeper reason for that type of behavior might have to do with it being a
common human motivation. Porter & Golan (2006) explain that sex appeal and nudity are
effective motivators, and the reason for it might have to do with the field of evolutionary
psychology which states that being interested and aware of the gender one is attracted to is
vital for human survival, and hence important to humans (Buss, 2014). However, there was
quite a distinct line between what someone would share and not. The male interviewees
explained that they often shared content where the female artist was attractive and had sex
appeal, while they did not share the overtly sexual content. This can be explained by the
notion that individuals do not want to share content that could damage their reputations or
content which society does not accept, e.g. the opposite of self-enhancement (Palka et al.,
2009). However, the interviews did reveal that the overtly sexual content did retain attention
and could lead to the song being searched afterward on streaming platforms. Furthermore, it
was revealed that women differed substantially in their views on this topic, where attraction
seemed not to influence their behavior to the extent of their male counterparts.

50
The woman interviewees said that they did watch, like and save content with attractive male
singers, but that they would never comment or share the video. David Buss (2014) explains
that males are more interested in visual cues of the gender they are interested in compared to
females, e.g. how attractive someone is.

5.5 Use & Gratification Theory

One prominent theme that emerged from the interviews is the pleasurable experience
associated with listening to catchy songs and watching well-made videos. Participants
expressed a sense of enjoyment and satisfaction when they come across a song that captivates
them and is accompanied by visually appealing content. As one interviewee stated,
"Sometimes, I listen to a song video (on TikTok) because it's such a good song and it's so
catchy. If the video also is cool, that's even better" (P2). The concept of pleasure and
gratification experienced while consuming music aligns with the role of dopamine, a
neurotransmitter associated with the brain's reward system. Studies have shown that listening
to music can trigger the release of dopamine, leading to feelings of pleasure and reward
(Salimpoor et al., 2011). This connection between music, dopamine, and pleasure can be
understood within the framework of the Uses and Gratification Theory. According to this
theory, people engage with media to satisfy their emotional and psychological needs, which
in turn release dopamine (Karageorghis et al., 2011). In the context of TikTok, users seek
entertainment, information, and socialization, all of which contribute to the release of
dopamine (Gan and Wang, 2015; Hsu et al., 2015; Gan and Li, 2018). The interviews also
highlighted the role of TikTok in providing a form of escape or diversion from daily routines.
Participants described using the app as a way to relax, have fun, and laugh. This aligns with
the concept of escapism and entertainment as inherent needs fulfilled by social media
platforms like TikTok (Mcguire, 1974; Lim, 2013; Omar and Dequan, 2020). TikTok offers
users a space where they can passively consume content and engage in behaviors driven by
cognitive and affective motivations, such as seeking relaxation and aesthetic enjoyment
(Barker, 2012; Quan-Haase and Young, 2010; Sheldon and Bryant, 2016). Additionally,
TikTok serves as a platform for social interaction and connection. Participants expressed the
desire to share songs and videos with their friends, seeking a sense of social bonding and
validation.

51
The platform allows for user-to-user interactions and content engagement, fulfilling the social
needs of individuals (McKenna et al., 2002; Shao, 2009; Omar and Dequan, 2020). Social
networking sites like TikTok offer a space where individuals can establish and maintain
relationships, while also providing a degree of protection from real-life rejections and
embarrassments (Dunne et al., 2010; Boyd and Ellison, 2007; Raacke and Bonds-Raacke,
2008). In conclusion, the interviews provided valuable insights into the motivations behind
watching and engaging with song videos on TikTok. The pleasurable experience of listening
to catchy songs and watching well-made videos, the release of dopamine associated with
music consumption, the fulfillment of entertainment and escapism needs, and the social
connection and interaction offered by the platform all contribute to the gratification
experienced by TikTok users. These findings support existing theories and research on the
role of dopamine, Uses and Gratification Theory, and the gratifications sought through social
media platforms.

Furthermore, the idea of platforms such as TikTok fulfilling social needs is further
highlighted by participants who stated that it is pleasant to search for new interesting songs
and in turn show them to their friends. This shows a new form of behavior not distinctly
fitting within the idea of viral behavior, namely showing music on Spotify which one has
found on TikTok. Furthermore, while the interviewee remarked that this behavior is not just
about their ego, the literature on self-enhancement explains this situation quite well,
proposing that this individual like others will share content with others to be perceived as
knowledgeable, cool and interesting (Hennig et al., 2004; Wojnicki and Godes, 2008; Berger
and Heath, 2007; Palka et al., 2009)...

5.6 Instant Gratification

The interviews revealed that some individuals found more joy in waiting for a song compared
to immediately finding it on streaming platforms, which can be explained by the finding that
the area of the brain that produce dopamine fires up and dopaminergic neurons increase
gradually during the waiting period for gratification, i.e. more dopamine builds up (Lammel
et al., 2011). On the other hand, there are notable disconnects between the interview answers
and the proposed theories.

52
While the interview emphasizes the importance of waiting and the pleasure derived from
anticipation, the theories predominantly focus on the allure of instant gratification and the
dopamine-driven desire for immediate rewards. The participants find something special in
music that requires waiting, whether it is the release of a song or the reactions of others. This
contradicts the theories that primarily emphasize the seeking of instant rewards and the
satisfaction derived from immediate access to music (Gao et al., 2021; Sloboda, 2010).

5.7 Social Proof

The interview responses shed light on the influence of social proof on video consumption
behavior and engagement. The participants mentioned that they were more inclined to watch
and save a song video if it already had a high number of views, likes, or comments. They
associated higher metrics with better video quality or popularity, suggesting that the
algorithm reinforces this belief. The comment section of videos also played a significant role,
with participants expressing their interest in reading comments while watching the video or
immediately afterward.. Additionally, the presence of other people in the video beyond the
artist, especially their reactions or engagement, captured the participants' attention and
sparked curiosity. These interview responses can be connected to the theory of social proof.
Social proof is a psychological concept that encompasses individuals' tendency to rely on the
actions and opinions of others when making decisions or judgments (Cialdini, 2021). People
often assume that others' behavior or beliefs reflect the correct or appropriate course of
action. This concept manifests in various forms, such as observing others' behavior, seeking
recommendations, or looking for evidence of popularity or consensus (Cialdini, 2021). In the
context of video consumption, the interview responses align with the influence of social
proof. The participants' inclination to watch videos with higher views, likes, and comments
reflects their reliance on others' actions and the assumption that such metrics indicate better
video quality or popularity. The comment section also serves as a form of social proof, where
participants engage with the thoughts and opinions of others, finding entertainment value in
funny or engaging comments. Moreover, the presence of other people in the videos, beyond
the artist, contributes to social proof as well. Participants are drawn to videos that showcase
reactions from others, such as family members or strangers in public settings, as it adds an
additional layer of emotional connection and authenticity.

53
They are curious to witness the impact of the music on others and seek validation or
consensus by exploring the comment section for further reactions. These observations are in
line with Marx and Hupp's (2022) study on TikTok's effects on music discovery, use, and
taste in adolescents. The study highlights the culture of social proof on TikTok, where
popular songs or music styles are amplified through a sense of public approval and the ability
to easily share and react to videos (Marx & Hupp, 2022). The platform's emphasis on
short-form, visually engaging content aligns with the participants' inclination to engage with
videos that have high metrics and feature others' reactions. Furthermore, TikTok's ability to
generate hype around new music releases and live performances aligns with the participants'
desire to witness and engage with others' reactions (Marx & Hupp, 2022). Overall, the
interview responses support the theory of social proof in the context of video consumption on
platforms like TikTok. The reliance on metrics, the engagement with comment sections, and
the interest in others' reactions demonstrate the influence of social proof on individuals'
decision-making and engagement behaviors. These findings further align with Marx and
Hupp's (2022) study, highlighting the role of social proof and public reactions in shaping
music taste and consumption patterns, particularly in younger generations.

5.8 Revised Conceptual Framework

54
6. Conclusion and Implications

_____________________________________________________________________________________
This chapter provides a comprehensive summary of the study's main findings and their
implications for theory, practice, and future research. By synthesizing the empirical evidence
and aligning it with the research objectives, this chapter offers a cohesive and insightful
conclusion to the study.
______________________________________________________________________

The purpose of this research was to explore the reasons behind the viral behavior individuals
engaged in on TikTok towards music artists’ videos, specifically focusing on why and how
people engage in behaviors such as watching, liking, commenting, and sharing such content.

Firstly, this study is an attempt to fill the gap in the literature of the motives and behaviors of
viral behavior on TikTok towards music artists. This was done by broadening the scope of
viral behaviors for the reason that TikTok has a recommendation system which enables
virality to occur not only because of sharing, which the literature has been mainly concerned
with (Berger, 2016; De Bruyn & Lilien, 2004; Heath et al., 2001; Peters & Kashima, 2007).
Furthermore, this study considered music artists, a group of content creators in abundance on
the platform, which have been less studied.

Secondly, this study contributes to the literature by showing why current concepts influence
viral behaviors in relation to what behaviors: The concept of relatability plays a crucial role
in capturing the attention and fostering a liking from users. Whether it is through the
relatability of the song itself or the identification with the artist's gender, ethnicity, or values,
relatability serves as a powerful catalyst.
Humor has been observed to enhance relatability, while a lack of relatability can deter
individuals from engaging in viral behaviors such as watching content. Lyrics that evoke
emotions, particularly nostalgia, contribute to a heightened sense of relatability, potentially
leading to more intense, high-arousal emotions. Consequently, this increased relatability can
spur viral behaviors such as rewatching, liking, and sharing.

55
The emotional tone of the song, namely if it is sad or happy does not influence watching
behavior, however sad songs seem to be shared less, however sad songs can still prompt
rewatching as they fulfill social and escapism needs. Moreover, Emotional contagion occurs
when vocal performances effectively convey emotion, further influencing viral behaviors.

Self-enhancement is another driving force, as individuals seek to showcase their taste in

music and differentiate themselves by sharing new and interesting songs. Notably, while
TikTok is often used to discover music, individuals predominantly share the actual song on
platforms like Spotify, highlighting a nuanced aspect of music sharing.

Attraction, particularly sexual appeal, can stimulate viewers to watch, rewatch, and share
videos due to its high-arousal effect. However, there are limits to the sharing of overtly sexual
content, and women may not engage in such sharing behaviors. Nonetheless, women do
express their interest in watching and possibly rewatching content featuring attractive artists.

The Uses and Gratifications Theory aligns with the findings, as individuals turn to TikTok to
fulfill their entertainment needs, escape their daily lives, and socialize. The study also
revealed a disconnect between the notions of instant and delayed gratification, which may be
attributed to individual personality differences.

Social proof, a well-documented phenomenon, influences viral behaviors by leveraging

existing engagement metrics, such as likes, comments, views, and shares. Additionally, social
proof can be harnessed through the inclusion of other people in videos, such as parental
reactions or public performances, which elicit surprise and positive interactions. This form of
social proof appears to be particularly effective in garnering and retaining attention,
manifesting as repeated watching and rewatching of the video.

Thirdly, it presented a new viral behavior which to the researchers knowledge has not been
discussed in previous studies, namely that individuals read the comment section of a video
while the video is running, i.e. gaining views.

56
6.1 Societal Implications

The findings outlined above have several societal implications in the context of TikTok and
other similar social media platforms. Understanding why someone engages in viral behaviors
can serve as a tool for creating positive change in the world. As P4 & P5 explained; the song
I Am Woman gave the participants a confidence boost and inspiration, which in turn resulted
in engaging in viral behaviors such as sharing, hence leading to others potentially feeling the
same. However, there are also negative societal implications. Understanding what makes an
individual engage in viral behaviors consequently creates an opportunity for negative
manipulation. For instance, men engaged in viral behaviors such as watching, rewatching and
sharing when the music artist radiated sexual appeal. While this can be used for good as
outlined in the “I Am Woman” example, it can also be used for bad. Additionally, these types
of dopamine inducing content characteristics can also contribute to addictive and compulsive
behavior (Lammel et al., 2011) and low attention spans Koetsier (2020)

6.2 Practical Implications

The findings also have practical implications for content creators, artists, and marketers who
aim to leverage TikTok's potential for viral success. Content creators should focus on creating
relatable content that resonates with a wide range of users. This includes considering factors
such as gender, ethnicity, and values to ensure inclusivity. Collaboration with diverse artists
can also enhance relatability and broaden the appeal of the content. Artists and content
creators can leverage emotional storytelling to establish a deeper connection with their
audience. By incorporating lyrics and performances that evoke emotions, they can enhance
relatability and foster engagement and sharing behaviors. Understanding the role of attraction
and high-arousal emotions can guide content creation strategies. Incorporating visually
appealing elements and utilizing music that elicits strong emotions can increase the likelihood
of users watching, rewatching, and sharing content. Leveraging social proof through existing
engagement metrics and incorporating other individuals in videos can enhance attention and
retention. Collaborating with influencers who align with the target audience's preferences can
also amplify the reach and impact of the content.

57
6.3 Limitations & Recommendations For Future Research

The methodology used in this study has several limitations that should be acknowledged.
Firstly, the findings of the study may not be generalizable to a larger population due to the
use of a specific sample and the qualitative nature of the research. The small sample size
limits the ability to make broad claims or draw conclusions that apply to a wider context.
Secondly, there is a possibility of response bias from the participants. The interviewees'
answers may be influenced by social desirability bias or their desire to present themselves in
a favorable light. This could result in inaccurate or incomplete information. Moreover, the
study's scope is limited to exploring the reasons behind engagement in viral behavior towards
music artists' TikTok videos. It does not account for other potential factors or behaviors that
may influence the phenomenon. Additionally, the study faced time and resource constraints,
which may have affected the depth and comprehensiveness of the data collected. Limited
time for interviews and analysis could result in overlooking important insights or not fully
exploring certain aspects of the research questions. Furthermore, external factors beyond the
researchers' control, such as changes in social media trends or cultural shifts, may impact the
relevance and applicability of the findings over time. Lastly, it is important to acknowledge
that the limitations of the methodology used in this study do not invalidate the research
findings, but rather highlight areas that warrant further investigation and consideration when
interpreting the results.

Future research could be done to contribute to the literature. Researchers could explore the
cultural variations in viral behaviors on TikTok by conducting cross-cultural studies. This can
help identify cultural factors that influence viral behaviors providing a better understanding
of how viral content spreads across different societies. Researchers could study the impact of
different content formats (e.g., music videos, dance challenges, comedic sketches) on viral
behaviors. Comparing the engagement levels and sharing patterns of various content formats
can provide insights into the most effective strategies for capturing user attention and driving
viral success. Researchers could analyze the demographics, interests, and motivations of
different user segments on TikTok to understand how they engage with viral content
differently. This research can contribute to targeted content creation and marketing strategies
that cater to the specific preferences and behaviors of different user groups.

58
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 8. Appendices

Appendix 1 - Coding Process & Coding Table

Catego Relatability Emotion Self-Enhance Attractiveness Gratificatio Social Proof

ries ment n

Codes Receiver Positive Emotional Attractive Instant Attention Grabbing

Demands Gratification

Mood Negative Knowledgeabl Sex Appeal Delayed Reaction-Anticipati

e Gratification on

Role-Model Sad Boost Seduction Anticipation Public Perfomance

Inspiration Happy Attention Jealousy Beauty Proof

Self-Image Empowerment Status Desire Dopamine

Connection Physiological Expertise Dancing Pleasure

arousal

Personal high arousal Differentiation Attention Needs

Empathy inspiration Personality Objectification Rewarding

stimuli

70
Support warmth Credibility Interest Satisfaction

Values amusement Reputation Arousal Motivator

Culture Fun

Conversatio Entertaining
nal

Human Relaxing

vulnerable Addiction

authentic

Identity

Nostalgia

Ethnicity

71