The Use of Tiktok for Consumer Engagement by Select Beverage Companies in Nairobi

Abstract

Anchored on the Diffusion of Innovations Theory, User and Gratification Theory, and Technology Acceptance Model, this study aimed to explore how select beverage companies in Nairobi are using TikTok strategically to adopt innovative communication and marketing methods, understand consumer motivations, and effectively implement technology-driven solutions, providing valuable insights for both the beverage industry and academia. The study used a mixed method research design. For the qualitative data, 8 marketing experts and 4329 comments from videos published between December 2022 and April 2023 were used. The quantitative data involved 73 TikTok users who had interacted with the brands between December 2022 and January 2023.The study was necessary for beverage companies in Nairobi and beyond, as it will provide valuable insights into the factors that influence customer engagement on TikTok. Finally, this study recommends that future research should examine the effectiveness of other social media platforms in improving customer engagement in the beverage industry.