| dc.description.abstract | This study explores the utilization of TikTok by select beverage companies in Nairobi for consumer engagement, aiming to identify factors influencing customer engagement on the platform. Drawing on the Diffusion of Innovations Theory, User and Gratification Theory, and Technology Acceptance Model, a mixed-method research design was employed. Qualitative data were gathered from 10 marketing specialists and 4329 comments on videos published between December 2022 and April 2023. Quantitative data were obtained from 120 TikTok users who engaged with beverage brands between December 2022 and January 2023.The study included 8 key informants, evenly split between genders, with diverse experience levels in digital marketing. Male participants averaged 8.5 years of experience (range: 7-12 years), while females averaged 15 years (range: 6-24 years). Survey respondents (n=120) showed a diverse demographic profile. Analysis revealed TikTok's technological features significantly influenced customer engagement. Ordinal logistic regression indicated lower ratings of TikTok Technology Factors correlated with lower odds of higher customer engagement. The algorithm, user-friendly interface, geo-tagging, and search functionality were identified as key elements enhancing engagement. TikTok's digital marketing strategy, featuring short-form videos, visual appeal, and interactive challenges, proved highly effective. Short-form videos captured attention, visual appeal enhanced marketing impact, and challenges encouraged user participation. A chi-square test established a significant association between exposure to marketing campaigns and higher engagement. User-generated content on TikTok, creative storytelling, and authenticity emerged as powerful engagement drivers. TikTok's viral potential, creative user community, and influencer culture were deemed advantageous. Age significantly influenced user engagement, with younger demographics being more active on TikTok. This study contributes valuable insights into the effective use of TikTok for consumer engagement by beverage companies in Nairobi. It establishes the significance of technological features, digital marketing strategies, and content dynamics in influencing customer engagement. The findings suggest that brands should tailor their TikTok content based on user demographics, embrace experimentation, and leverage the platform's creative culture for enhanced consumer engagement. This research provides a foundation for future investigations into the effectiveness of other social media platforms in the beverage industry. | en_US |
