A mix for viralization: Content marketing strategy created by Disensa on Tik Tok

Lorenzo Lovera and Ignacio Pagliano

SAP Netnography, 2023

Abstract: This manuscript seeks to understand what elements used by the Disensa brand favor the viralization of its videos within the Tik Tok social network. To fulfill this objective, an exploratory, non-experimental research with a descriptive scope was developed. Through the collection and analysis of non-numerical data extracted from a sample of 11 viral videos, we were able to observe the shared characteristics between the publications. The instrument chosen to capture the data was an ad hoc grid created around categories and analysis units such as: content marketing, storytelling, content balance and brand humanization. Regarding the results, we noticed a greater presence of non-promotional content based on entertainment and humor. The conclusion reached allowed us to understand that a large part of the users are not in social networks to consume advertisements, for this reason those communication strategies that use concepts such as brand humanization, emotionality and identification bythe client have greater chance of being viral.

Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:cwf:netart:net202310

DOI: 10.62486/net202310

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