Iyo TikTok chikuva ine simba rine simba rekutyaira vatengi kushandisa mari pane zvigadzirwa zvinokurudzirwa nevagadziri vemukati.Chii chinonzi mashiripiti apa?
TikTok inogona kunge isiri iyo nzvimbo yekutanga kuwana zvekuchenesa, asi ma hashtag senge #cleantok, #dogtok, #beautytok, nezvimwe ari kushanda zvakanyanya.Vatengi vanowedzera vari kutendeukira kumasocial network kuti vawane zvigadzirwa uye kushandisa mari pakurudziro kubva kune vepamusoro-mbiri pesvedzero uye vasina kurongeka vagadziri.
Semuenzaniso, pa hashtag #booktok, vagadziri vanogovera wongororo yebhuku ravo uye kurudziro.Data inoratidza kuti vashandisi vanoshandisa tag iyi kusimudzira mamwe mabhuku vanotyaira kutengesa kwemabhuku iwayo.Kuzivikanwa kwe #booktok hashtag kwakakurudzirawo kuratidzwa kwakatsaurirwa nevamwe vatengesi vemabhuku emarudzi akawanda;yakashandura nzira iyo vagadziri vekuvhara uye vatengesi vanosvika kumabhuku matsva;uye zhizha rino, zvakatotungamira TikTok kambani yevabereki ByteDance kuvhura rudzi rutsva rwekushambadzira.
Zvisinei, pane zvimwe zvinhu kunze kwekuongorora kwevashandisi zvinokurudzira chido chekutenga.Vashandisi vane hukama hwakatetema hwepfungwa nezviso pachiratidziri uye ari pasi mechanics eTikTok, iyo inoita basa rakakura mukutyaira vashandisi kutenga izvo zvavanoona.
Kuvimbika kwekwakabva
"Vhidhiyo mapuratifomu akaita seTikTok uye Instagram achinja zvakanyanya nzira isu vatengi vanoita sarudzo dzekutenga," akadaro Valeria Penttinen, mutevedzeri wepurofesa wekushambadzira kuNorthen Illinois University.Nehurombo, aya mapuratifomu anopa vashandisi kuratidzwa kusati kwamboitika kune zvigadzirwa nemasevhisi sezvavanodya zvakawanda zvemukati munguva pfupi.
Zvinhu zvakati wandei zvinoita kuti vashandisi vatore kurudziro yevagadziri.Pamwoyo weizvi, ivo vanoti, "kutendeseka kwekwakabva."
Kana vashandisi vakaona musiki ane hunyanzvi uye akavimbika, vanogona kusarudza kutenga chigadzirwa pachiratidziri.Angeline Scheinbaum, purofesa wezvekushambadzira paWilbur O uye Ann Powers College yeBhizinesi uye Clemson University muSouth Carolina, USA, akataura kuti vashandisi vanoda kuti vagadziri "vaenzanise chigadzirwa kana sevhisi," iyo inomiririra chokwadi.
Kate Lindsay, mutori wenhau anonyora nezvetsika dzepa internet, akapa muenzaniso wemadzimai epamba vachishandisa zvigadzirwa zvekuchenesa.“Vanowana vateveri vane pfungwa dzakafanana.Kana mumwe munhu akaita sewe akati ndiamai uye vakaneta uye nzira yekuchenesa iyi yakamubatsira pazuva iroro… zvinogadzira imwe mhando yeConnection uye kuvimba, iwe unoti, 'Unotaridzika seni, uye zvinokubatsira. , saka rinondibatsira.'”
Kana vagadziri vachizvikurudzira pane kubhadhara zvibvumirano, kuvimbika kwavo kunowedzera."Vanozvimirira vanozvikurudzira vane chokwadi ... vavariro yavo ndeyekugovana nemoyo wese chigadzirwa kana sevhisi inovaunzira mufaro kana nyore muhupenyu hwavo," akadaro Sheinbaum."Ivo zvechokwadi vanoda kuigovana nevamwe."
Rudzi urwu rwechokwadi rwunonyanya kushanda pakutyaira kutenga muzvikamu zve niche nekuti vagadziri vanowanzo farira uye vanowanzove nehunyanzvi hwekuita munzvimbo dzakaongororwa nevamwe vashoma."Neaya madiki anofurira, vatengi vane chivimbo chakanyanya chekuti vari kutenga chigadzirwa icho mumwe munhu anoshandisa…
Vhidhiyo mameseji zvakare anowanzo kuve akavimbika kupfuura static mifananidzo uye zvinyorwa.Petinen akati mavhidhiyo anogadzira chaiyo “kuzvizivisa” nharaunda inokwevera vashandisi mukati: Kunyange zvinhu zvakaita sekuona chiso chemusiki, maoko, kana kunzwa matauriro avanoita zvinogona kuita kuti vanzwe sezvavari.akavimbika.Chokwadi, tsvagiridzo inoratidza kuti vanhu vane mukurumbira paYouTube vanoisa ruzivo rwemunhu muongororo yechigadzirwa kuti varatidzike seshamwari dzepedyo kana nhengo dzemhuri - ivo vanonyanya kunzwa kuti "vanoziva" musiki, ndipo pavanonyanya kuvimba navo.
Sheinbaum akataurawo kuti mameseji anoperekedzwa nezvose zvinofamba uye zvekutaura - kunyanya kuratidzira uye shanduko muTikTok mavhidhiyo, anenge makumi matatu kusvika makumi matanhatu-sekondi madiki-ads - anogona "kunyanya kushanda mukunyengetedza.".
"Parasocial" maitiro
Chimwe chezvikuru zvinokonzeresa kuti vatengi vatenge ndiko kubatana kwepfungwa nevagadziri ava.
Chiitiko ichi, chinozivikanwa sehukama hweparasocial, chinoita kuti vataridzi vatende kuti vane hukama hwepedyo, kana hushamwari, nemunhu ane mukurumbira, asi chokwadi hukama huri hwenzira imwe-kazhinji, mugadziri wemukati kunyangwe Vateereri vangave vasingazive. zvekuvapo kwayo.Mhando iyi yehukama husingadzokeri hwakajairika pasocial media, kunyanya pakati pevapesvedzera uye vane mukurumbira, uye kunyanya kana vashandisi vazhinji vakafumurwa kune zvavo.
Ichi chiitiko chinokanganisawo maitiro evatengi."Hukama hweParasocial hwakasimba zvekuti vanhu vanonzwa kuda kutenga zvinhu," akadaro Sheinbaum, angave ari mutsigiri ari kusimudzira chigadzirwa chakatsigirwa kana mugadziri akazvimiririra achigovera zvinhu zvavo zvavanofarira.
Pettinen akatsanangura kuti apo vatengi vanotanga kunzwisisa zvinofarirwa nemusiki uye kukosha uye kuvaona vachiburitsa ruzivo rwemunhu, vanotanga kubata zvavanokurudzira seshamwari dzavo chaidzo dzehupenyu.Akawedzera kuti hukama hwakadai hweparasocial hunowanzo kutyaira vashandisi kuti vadzokorore kutenga, kunyanya paTikTok;algorithm yepuratifomu inowanzosundidzira zvirimo kubva kuakaundi imwechete kuvashandisi, uye kudzokororwa kuratidzwa kunogona kusimbisa hukama hwenzira imwe chete.
Anowedzera kuti hukama hweparasocial paTikTok hunogonawo kukonzeresa kutya kurasikirwa, izvo zvinozosimudzira hunhu hwekutenga: "Sezvaunowedzera kufungirwa nevanhu ava, zvinokonzeresa kutya kusatora mukana wehukama, kana kuita zvekutamba. .Kuzvipira kuhukama. "
Yakakwana kurongedza
Lindsay akati TikTok's product-centric content zvakare ine mhando iyo vashandisi vanowana kunyanya kukwezva.
"TikTok ine nzira yekuita kuti kutenga kunzwe semutambo kusvika pamwero wakati, nekuti zvese zvinozoiswa sechikamu chekunakisa," akadaro.“Hausi kungotenga chigadzirwa, uri kutsvaga danho repamusoro.mararamiro.”Izvi zvinogona kuita kuti vashandisi vade kuve chikamu chemaitiro aya kana kuita kudyidzana kunogona kusanganisira kuedza chigadzirwa.
Akawedzera kuti mamwe marudzi ezvinyorwa paTikTok anogona zvakare kuve nesimba rakanyanya: akataura mienzaniso se "zvinhu zvawaisaziva kuti unoda," "zvitsvene zvigadzirwa," kana "zvinhu izvi zvakachengetedza zvangu ..." "Paunobhurawuza, iwe 'Uchashamisika kana ukaona chimwe chinhu chawaisaziva chawaida kana kuti chausingazive chiripo."
Zvine hutsinye, akadaro, hukama hwepedyo hweTikTok mavhidhiyo hunoita kuti kurudziro idzi dzinzwe dzakajairika uye dzinovhura nzira yekuti vashandisi vavimbe nevagadziri.Anotenda kuti kana achienzaniswa nevanopenya vanopesvedzera pa Instagram, zviri nyore uye zvakakasharara zvirimo, vatengi vanonyanya kunzwa kuti vari kuita sarudzo dzekutenga zvichienderana nekurudziro - "kuzvibatanidza munjere dzavo."
Mutengi chenjera
Nekudaro, Sheinbaum, munyori we "Iyo Rima Side yeSocial Media: A Consumer Psychology Perspective," akadaro vatengi vanogona kazhinji kubatikana mukutenga uku kusingafungidzirwe..
Mune zvimwe zviitiko, akadaro, iyo parasocial mhedzisiro inoburitswa nesocial media uye manzwiro ehukama anouya nawo anogona kusimba zvekuti vashandisi havamire kuti "vaone" kana kurudziro ichitsigirwa.
Kunyanya vashandisi vechidiki kana vatengi vasina ruzivo vangasaziva mutsauko pakati pekushambadzira uye kurudziro yakazvimirira.Vashandisi vanonyanya kuda kuisa maodha vanogona zvakare kunyengedzwa nyore, akadaro.Lindsay anotenda kuti mapfupi uye nekukurumidza chimiro cheTikTok mavhidhiyo anogona zvakare kuita kuti kushambadza kuiswa kuve kunetsa kuona.
Pamusoro pezvo, hukama hwepamoyo hunofambisa hunhu hwekutenga hunogona kuita kuti vanhu vawedzere mari, akadaro Pettinen.PaTikTok, vashandisi vazhinji vanotaura nezve zvigadzirwa zvisingadhure, izvo zvingaite kuti kutenga kuite kunge kune ngozi.Anotaura kuti iri rinogona kuve dambudziko nekuti chigadzirwa icho musiki anofunga kuti chakanakira ivo chinogona kunge chisina kunaka kune vashandisi - shure kwezvose, iro rivheti raitaurwa kwese kwese pa #booktok, Unogona kusarifarira.
Vatengi havafanirwe kunzwa kuda kuongorora kutenga kwese kwavanoita paTikTok, asi nyanzvi dzinoti zvakakosha kuti unzwisise kuti chikuva chinokurudzira sei vashandisi kushandisa mari - kunyanya usati warova "checkout."
Nguva yekutumira: Sep-11-2023