Research on viral marketing communication of Tiktok

• I am a Master of Business Administration (MBA) candidate at the University of Northampton, UK. As part of my MBA program, I'm doing a study on the comparison between the viral marketing of tiktok and Tikyin in the US and China.
• I would like to invite you to participate in the study by answering the questionnaire. Thank you very much for volunteering to participate in this study. You may withdraw or refuse to answer any question at any time without consequence. All information you provide for this study will be kept confidential. By voluntarily answering questions, you agree to participate in this survey. Thank you for agreeing to participate in this survey.
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1.

Your gender:

male
female
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2.
your citizenship?
China
America
Others
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3.
Your age:
Under 18 years old
18~25
26~30
31~40
41~50
51~60
Over 60 years old
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4.

What is your average level of use of Tiktok in the last six months?（如果你是中国人，请用抖音使用情况作答，下同）

Hardly use Tiktok
＜ = 2 times per week
＜ = 20 minutes per week
＜ = 2 hours per week
＜ = 14 hours per week
＞ 14 hours per week
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5.

Roughly when did you start using Tiktok?

2017 Earliest user
2018-2019
2020-2021
2022-2023
2024 to present
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6.

In the last six months, where does the total time spent on Tiktok rank among all social media applications?

first
second
third
fourth
Fifth and beyond
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7.

In the last six months, among short video services (excluding movies and TV series), where does the total time spent on Tiktok APP rank?

first
second
third
fourth
Fifth and beyond
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8.

Your social circle, both online and offline, ranks roughly in terms of speed of access to information (including fake news, gossip, trending information, marketing content, etc.)：

fastest(1)
the slowest(100)
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9.

How influential have you been on social media in the last six months?

【Please select 1-7 item】
Not enough social influence
Has a total of more than 1000 followers
Run or manage chat groups with more than 100 people
Content created or reposted can accumulate more than 100 likes or retweets per week
Receives more than 100 comments or private messages per week
You are very active in the field and many people actively communicate with you
You have your own column or we-media channel and start making money
You are a micro Internet celebrity tens of thousands of fans
You're a small influencer with hundreds of thousands of followers
You're a mid-sized influencer with millions of followers
You're a famous Internet celebrity with tens of millions of followers
Others

Describe your influence on social media

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10.
For content from social media, through what do you express your love and support, ranking represents from strong to weak：【Choose at least 5 items and sort them】
  • Watch similar content multiple times
  • Give a like
  • Follow someone
  • Add as a friend
  • To favorite
  • To forward
  • Add a comment
  • Send a gift or Join the membership
  • Watch its related content or live stream
  • Create or imitate content related to it
  • Others
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11.
In the last six months, in general, if you want to share viral marketing content, who to forward it to first,Sort them in the order you use them most often：【Choose at least 2 items and sort them】
  • Nearest and dearest （ Family and friends）
  • Friends with social influence
  • Friends with whom they interact frequently on social media
  • Internet celebrity
  • Public or ordinary friends (post TikTok or Facebook status)
  • Your own followers or chat groups you manage
  • Others
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12.

In the last six months, if you have a deep interest in understanding viral marketing content, which group you are most happy to discuss (including discussion comments and related creation), in order of the most used:

【Choose at least 2 items and sort them】
  • Nearest and dearest （ Family and friends）
  • Friends with social influence
  • Friends with whom they interact frequently on social media
  • Internet celebrity
  • Public or ordinary friends
  • Others
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13.

In the last six months, in terms of your own actual experience, which of the following ways will help you complete the rapid spread of information the fastest, the ranking represents from strong to weak:

【Choose at least 5 items and sort them】
  • Post a facebook or Twitter-like personal news feed
  • Post on Reddit or a similar bulletin board
  • Post video messages on Tiktok or similar short video platforms
  • Call or text someone directly
  • live streaming online
  • Get social influencers to help spread the word
  • Try to get relevant influencers to follow and help spread the word
  • Seek assistance from relevant media agencies
  • Others
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14.

In the last six months, if you have encountered viral marketing content for the first time from Tiktok or public channels on social media, which of the following situations has motivated you more to spread and share

【Choose at least 4 items and sort them】
  • Unique incentives (controversial topics, polarized opinions, rare quality content, memes)
  • Monetary incentives (cash, tokens, discount vouchers, paid memberships)
  • Social incentives (timeliness, priority, privilege, contributing to professional image and development, participation in challenges, humanistic care)
  • Emotional arousal (shock, ecstasy, sadness, fear, shame, pride, warmth, sex, violence, incitement, provocation, audio-visual shock, etc.)
  • Others
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15.

Think about the common viral-like marketing content on Tiktok or public social media, which kind of incentive is best for you over time, even if you use it very frequently, and you don't get bored and ignored：

【Choose at least 1 item and sort them】
  • Unique incentives (controversial topics, polarized opinions, rare quality content, memes)
  • Monetary incentives (cash, tokens, discount vouchers, paid memberships)
  • Social incentives (timeliness, priority, privilege, contributing to professional image and development, participation in challenges, humanistic care)
  • Emotional arousal (shock, ecstasy, sadness, fear, shame, pride, warmth, sex, violence, incitement, provocation, audio-visual shock, etc.)
  • Others
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16.

In the last six months, the viral marketing content that was initially ignored by you many times in Tiktok or public social media, but then continued to fermenting and expanding influence on the network, until what happened to stimulate your attention and interest?

【Choose at least 1 item】
Find that people you trust or value are actively involved (e.g., relatives, celebrities, bosses, clients, etc.)
Discover additional monetary benefits for yourself
Discover additional social benefits for yourself
The discovery triggered an emotional resonance that had never been experienced before
Others
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17.

In the last six months, when you first saw the same content on Tiktok or your social media, who would you prefer to follow and share it from?

【Choose at least 2 items and sort them】
  • Nearest and dearest （ Family and friends）
  • Friends with whom they interact frequently on social media
  • Friends with social influence
  • Micro celebrity fans tens of thousands of levels
  • Small Internet celebrity fans hundreds of thousands of levels
  • Medium-sized Internet celebrities have millions of followers
  • Top Internet celebrities have tens of millions of fans
  • Superstar have over 100 million followers
  • Others
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18.
If sufficient monetary incentives could trigger your willingness to forward and share commercial information, what percentage do you think in your social circle would you be influenced by money to share and forward such information?
most easily influenced by money(1)
least influenced by money(100)
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19.

If there are enough social incentives to trigger your willingness to retweet and share (business information), the percentage of people in your social circle who are willing to retweet and share for social incentives is:

easiest(1)
hardest(100)
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20.

If enough emotional touches motivate you to retweet and share (business information), the percentage of retweets shared because of emotional touches in your social circle is:

easiest(1)
hardest(100)
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21.

In the last half year, the main barrier factors affecting your forwarding and dissemination of various information content, the ranking represents the factors you care about most from strong to weak：

【Choose at least 5 items and sort them】
  • The content is clearly commercial
  • Deceiving to gain clicks and views in order to attract attention or shares
  • Content production lacks quality and attention to detail
  • The content is outdated, not the latest information or innovative material
  • The content is inconsistent with my taste or personal brand
  • The content contains false information
  • The content is overloaded with information or difficult to understand
  • Worried about content leaking personal information and affecting security
  • Disagreement with the main message or value proposition of the content
  • Lack of meme elements, often referred to as 'internet culture references,' or missing current popular internet culture genes
  • The content is not sufficiently representative or has widespread social relevance; it is not a social hotspot yet
  • The content has not attracted the attention of superstar, top-influencers, or authoritative media
  • Others
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22.
If a commercial marketing campaign offers sufficient financial incentives, it might overcome some of the personal barriers you have for sharing. In your opinion, which of the following barriers is the most steadfast and hardest to overcome? Please rank them, with the most difficult barrier to overcome being listed first.【Choose at least 1 item and sort them】
  • The content is clearly commercial
  • Deceiving to gain clicks and views in order to attract attention or shares
  • Content production lacks quality and attention to detail
  • The content is outdated, not the latest information or innovative material
  • The content is inconsistent with my taste or personal brand
  • The content contains false information
  • The content is overloaded with information or difficult to understand
  • Worried about content leaking personal information and affecting security
  • Disagreement with the main message or value proposition of the content
  • Lack of meme elements, often referred to as 'internet culture references,' or missing current popular internet culture genes
  • The content is not sufficiently representative or has widespread social relevance; it is not a social hotspot yet
  • The content has not attracted the attention of superstar, top-influencers, or authoritative media
  • Others
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23.
If a commercial marketing message has sufficient social incentives, it could potentially overcome some of your personal barriers to sharing. In your view, which of these barriers is the most steadfast and hardest to break through? Rank them in order, with the first being the barrier that is least likely to be overcome：【Choose at least 1 item and sort them】
  • The content is clearly commercial
  • Deceiving to gain clicks and views in order to attract attention or shares
  • Content production lacks quality and attention to detail
  • The content is outdated, not the latest information or innovative material
  • The content is inconsistent with my taste or personal brand
  • The content contains false information
  • The content is overloaded with information or difficult to understand
  • Worried about content leaking personal information and affecting security
  • Disagreement with the main message or value proposition of the content
  • Lack of meme elements, often referred to as 'internet culture references,' or missing current popular internet culture genes
  • The content is not sufficiently representative or has widespread social relevance; it is not a social hotspot yet
  • The content has not attracted the attention of superstar, top-influencers, or authoritative media
  • Others
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24.
If commercial marketing content can evoke enough emotional engagement to overcome some of your personal barriers to sharing, which barriers do you consider to be the most steadfast and the hardest to break through? Rank the barriers, with the most difficult to overcome being ranked first:【Choose at least 1 item and sort them】
  • The content is clearly commercial
  • Deceiving to gain clicks and views in order to attract attention or shares
  • Content production lacks quality and attention to detail
  • The content is outdated, not the latest information or innovative material
  • The content is inconsistent with my taste or personal brand
  • The content contains false information
  • The content is overloaded with information or difficult to understand
  • Worried about content leaking personal information and affecting security
  • Disagreement with the main message or value proposition of the content
  • Lack of meme elements, often referred to as 'internet culture references,' or missing current popular internet culture genes
  • The content is not sufficiently representative or has widespread social relevance; it is not a social hotspot yet
  • The content has not attracted the attention of superstar, top-influencers, or authoritative media
  • Others
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