Inkundla ye-TikTok inamandla anamandla okushayela abathengi ukuthi basebenzise imali emikhiqizweni enconywe abadali bokuqukethwe.Uyini umlingo kulokhu?
I-TikTok ingase ingabi yindawo yokuqala yokuthola izinto zokuhlanza, kodwa ama-hashtag afana no-#cleantok, #dogtok, #beautytok, njll. asebenza kakhulu.Abathengi abaningi ngokwengeziwe baphendukela ezinkundleni zokuxhumana ukuze bathole imikhiqizo futhi bachithe imali ngezincomo ezivela kubagqugquzeli abaphezulu nabadali abangahlelekile.
Isibonelo, ku-hashtag ethi #booktok, abadali babelana ngezibuyekezo zabo zebhuku nezincomo.Idatha ibonisa ukuthi abasebenzisi abasebenzisa lo maki ukukhuthaza izincwadi ezithile bashayela ukuthengiswa kwalezo zincwadi.Ukuduma kwe-hashtag ye-#booktok nakho kukhuthaze ukuboniswa okuzinikele kwabanye abathengisi bezincwadi abakhulu bamazwe ngamazwe;ishintshe indlela abaklami bekhava nabathengisi ababheka ngayo izincwadi ezintsha;futhi kuleli hlobo, kuze kwaholela inkampani engumzali we-TikTok i-ByteDance ukuthi yethule uhlobo olusha lokushicilela.
Nokho, kunezici ngaphandle kokubuyekezwa komsebenzisi ezikhuthaza isifiso sokuthenga.Abasebenzisi banobudlelwano obuthambile bezengqondo nobuso obusesikrinini kanye nobunjiniyela bangempela be-TikTok, edlala indima ebalulekile ekuqhubekiseni abasebenzisi ukuthi bathenge okuqukethwe abakubonayo.
Ukuthembeka komthombo
"Amapulatifomu evidiyo afana ne-TikTok ne-Instagram ayishintshe kakhulu indlela thina abathengi esithatha ngayo izinqumo zokuthenga," kusho u-Valeria Penttinen, uprofesa osizayo kwezokukhangisa e-Northen Illinois University.Okubaluleke kakhulu, lezi zinkundla zinikeza abasebenzisi ukuchayeka okungakaze kubonwe emikhiqizweni namasevisi njengoba besebenzisa inani elikhulu lokuqukethwe ngesikhathi esifushane.
Kunezici ezimbalwa ezishukumisela abasebenzisi ukuthi bamukele izincomo zabadali.Bathi okuyisisekelo salokhu “ukwethembeka komthombo.”
Uma abasebenzisi bebona ukuthi umdali unekhono futhi unokwethenjelwa, banganquma ukuthenga umkhiqizo esikrinini.U-Angeline Scheinbaum, isekela likaprofesa wezentengiso e-Wilbur O nase-Ann Powers College of Business naseClemson University eSouth Carolina, eU.SA, uthe abasebenzisi bafuna abadali “bafanise umkhiqizo noma isevisi,” emelela ubuqiniso.
UKate Lindsay, intatheli ebika ngesiko le-inthanethi, wenze isibonelo samakhosikazi asebenzisa imikhiqizo yokuhlanza.“Bazuza abalandeli abanomqondo ofanayo.Uma othile ofana nawe ethi ungumama futhi ukhathele futhi le ndlela yokuhlanza yamsiza ngalolo suku… idala uhlobo oluthile Lokuxhumana nokwethembana, uthi, 'Ubukeka njengami, futhi iyakusiza. , ngakho kuyangisiza.'”
Lapho abadali bezincoma bona esikhundleni sokukhokhela izincomo, ukwethembeka komthombo wabo kukhula kakhulu."Abagqugquzeli abazimele bayiqiniso kakhulu ... isisusa sabo ukuthi babelane ngobuqotho ngomkhiqizo noma isevisi ebaletha injabulo noma intokozo empilweni yabo," kusho uSheinbaum.“Bafuna ngempela ukwabelana ngakho nabanye.”
Lolu hlobo lobuqiniso lusebenza kahle kakhulu ekuthengeni kokushayela ezigabeni ze-niche ngoba abadali bavame ukuba nentshiseko enkulu futhi bavame ukuba nolwazi oluthile ezindaweni ezimbalwa abanye abazihlolile.“Ngala ma-micro-influencers, abathengi banokuzethemba okwengeziwe ukuthi bathenga umkhiqizo osetshenziswa umuntu ngempela… kukhona ukuxhumana okuthinta imizwa,” kusho uSheinbaum.
Okuthunyelwe kwevidiyo nakho kuvame ukwethembeka ngaphezu kwezithombe ezimile nombhalo.U-Petinen uthe amavidiyo adala indawo ethile “yokuziveza” edonsela abasebenzisi kulokhu: Ngisho nezinto ezifana nokubona ubuso bomdali, izandla, noma ukuzwa indlela akhuluma ngayo zingabenza bazizwe sengathi banjalo.othembekile.Ngempela, ucwaningo lubonisa ukuthi osaziwayo be-YouTube bashumeka ulwazi lomuntu siqu ekubuyekezweni kwemikhiqizo ukuze bazenze babonakale njengabangane abaseduze noma amalungu omndeni—lapho ababukeli bezwa sengathi “bazi” umdali, yilapho bezethemba kakhulu.
USheinbaum uphinde wathi okuthunyelwe okuhambisana nakho kokubili ukunyakaza nokukhuluma - ikakhulukazi imibukiso noguquko kumavidiyo we-TikTok, cishe njengezikhangiso ezincane ezingamasekhondi angama-30 kuye kwangama-60 - "zingasebenza kahle kakhulu ekuncengeni.".
"Parasocial" umphumela
Esinye sezici eziyinhloko zokuthi abathengi bathenge ukuxhumana okungokomzwelo nalaba badali.
Lesi senzakalo, esibizwa ngokuthi ubudlelwano be-parasocial, siholela ababukeli ukuba bakholelwe ukuthi banokuxhumana okuseduze, noma ngisho nobungane, nosaziwayo, kuyilapho empeleni ubuhlobo buyinto eyodwa—izikhathi eziningi, umdali wokuqukethwe ngisho Izithameli zingase zingazi. ngokuba khona kwayo.Lolu hlobo lobudlelwano obungaphenduki luvamile ezinkundleni zokuxhumana, ikakhulukazi phakathi kwabathonya nosaziwayo, futhi ikakhulukazi uma abasebenzisi abaningi bevezwa kokuqukethwe kwabo.
Lesi simo sithinta nokuziphatha kwabathengi."Ubudlelwano be-Parasocial buqine ngokwanele ukuthi abantu bazoshukumiseleka ukuthi bathenge izinto," kusho uSheinbaum, noma ngabe ungumgqugquzeli okhuthaza umkhiqizo oxhasiwe noma umdali ozimele owabelana ngezinto azithandayo.
U-Pettinen wachaza ukuthi njengoba abathengi beqala ukuqonda okuthandwa ngumdali kanye nezindinganiso futhi bababone bedalula ulwazi lomuntu siqu, baqala ukuphatha izincomo zabo njengabangane babo bangempela.Wengeze ngokuthi ubudlelwano obunjalo be-parasocial buvame ukushayela abasebenzisi ukuthi baphinde bathenge, ikakhulukazi ku-TikTok;i-algorithm yeplathifomu ivamise ukusunduza okuqukethwe kusuka ku-akhawunti efanayo kuya kubasebenzisi, futhi ukuchayeka okuphindaphindiwe kungaqinisa lobu budlelwano bendlela eyodwa.
Uyanezela ukuthi ubudlelwano be-parasocial ku-TikTok bungabangela nokwesaba ukuphuthelwa, okubuye kubangele ukuziphatha kokuthenga: “Njengoba uqhubeka ugxile kakhulu ngalaba bantu, kubangela ukwesaba ukungabusebenzisi ubudlelwano, noma ukwenza okuthile. .Ukuzinikela ebudlelwaneni.”
Ukupakisha okuphelele
U-Lindsay uthe okuqukethwe kwe-TikTok okugxile kumkhiqizo nakho kunekhwalithi abasebenzisi abayithola ikhanga kakhulu.
“I-TikTok inendlela yokwenza ukuthenga kuzizwe njengomdlalo ngokwezinga elithile, ngoba yonke into ekugcineni ihlanganiswe njengengxenye yobuhle,” kusho yena.“Awugcini ngokuthenga umkhiqizo, uphishekela izinga eliphezulu.indlela yokuphila.”Lokhu kungenza abasebenzisi bafune ukuba yingxenye yalawa mathrendi noma bazibandakanye ekuhlanganyeleni okungase kuhlanganise ukuzama umkhiqizo.
Wengeze ngokuthi izinhlobo ezithile zokuqukethwe ku-TikTok nazo zingaba namandla ngokwedlulele: ucaphune izibonelo ezifana “nezinto obungazi ukuthi uyazidinga,” “imikhiqizo ye-grail engcwele,” noma “lezi zinto zisindise…” “Njengoba uphequlula, uya 'uzomangala lapho ubona into obungazi ukuthi uyayidinga noma obungayazi."
Ngokudabukisayo, uthe, ukusondelana kwesikhashana kwamavidiyo we-TikTok kwenza lezi zincomo zizizwe zingokwemvelo futhi kuvulela abasebenzisi indlela yokwethemba abadali.Ukholelwa ukuthi uma kuqhathaniswa nabagqugquzeli abagqamayo ku-Instagram, lapho okuqukethwe kulula futhi kubi, abathengi banomuzwa wokuthi benza izinqumo zokuthenga ngokusekelwe ezincomweni - "ukuzihlakaza ezingqondweni zabo."
Umthengi qaphela
Kodwa-ke, uSheinbaum, umbhali wencwadi ethi "The Dark Side of Social Media: A Consumer Psychology Perspective," uthe abathengi bangase babambeke kulokhu kuthenga okungenangqondo..
Kwezinye izimo, uthe, imiphumela ye-parasocial evezwa yinkundla yezokuxhumana kanye nemizwa yokusondelana ehambisana nayo ingaba namandla kangangokuthi abasebenzisi abayeki "ukubona" ukuthi izincomo zixhasiwe yini.
Ikakhulukazi abasebenzisi abancane noma abathengi abanolwazi oluncane bangase bangawazi umehluko phakathi kokukhangisa nezincomo ezizimele.Abasebenzisi abalangazelela kakhulu ukufaka ama-oda bangase bakhohliswe kalula, kusho yena.U-Lindsay ukholelwa ukuthi imvelo emfushane nesheshayo yamavidiyo we-TikTok nawo angenza ukubekwa kokukhangisa kube nzima kakhulu ukukubona.
Ukwengeza, ukusondelana ngokomzwelo okushayela ukuziphatha kokuthenga kungaholela abantu ekusebenziseni imali ngokweqile, kusho uPettinen.Ku-TikTok, abasebenzisi abaningi bakhuluma ngemikhiqizo engabizi, engenza ukuthengwa kubonakale kunobungozi obuncane.Uveza ukuthi lokhu kungaba yinkinga ngoba umkhiqizo umdali acabanga ukuthi ungabalungele ungase ungafaneleki kubasebenzisi — phela leyo noveli ebikhangiswa yonke indawo ku-#booktok, Ungase ungayithandi.
Abathengi akufanele bazizwe benesidingo sokubhekisisa konke ukuthenga abakwenzayo ku-TikTok, kodwa ochwepheshe bathi kubalulekile ukuqonda ukuthi inkundla ibakhuthaza kanjani abasebenzisi ukuthi basebenzise imali - ikakhulukazi ngaphambi kokuthi ushaye “i-checkout.”
Isikhathi sokuthumela: Sep-11-2023