YouTube, TikTok, and Vat19: Exploring a New Social Media Platform Launch

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dc.contributor.authorGoldberg, Patrick
dc.date.accessioned2022-01-14T18:13:49Z
dc.date.available2022-01-14T18:13:49Z
dc.date.issued2021-12
dc.descriptionLeadership and Learning in Organizations capstone project
dc.description.abstractVat19, a novelty shop and YouTube creator organization, was interested in better understanding how to evaluate emerging platforms. This project focused on considerations and measures of success for TikTok through the lens of parasocial interaction theory, brand equity theory, and dual process theory. Insights were captured using a novel survey instrument, video content coding and comment analysis, and interviews with experienced users of the TikTok platform. The recommendations identified, while specific to Vat19’s context, can provide both a foundation for considering other platforms and a starting point for other organizations looking to diversify their social media presence.
dc.identifier.urihttp://hdl.handle.net/1803/17022
dc.subjectTikTok
dc.subjectYouTube
dc.subjectParasocial
dc.subjectBrand Equity
dc.subjectSocial Media
dc.titleYouTube, TikTok, and Vat19: Exploring a New Social Media Platform Launch
dc.typethesis

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Leadership and Learning in Organizations Capstone Projects