Viral Vibes: Mastering Music Marketing on TikTok - A quantitative analysis of consumer journeys from TikTok to music streaming services

Abstract: This bachelor’s thesis aimed to investigate what drives the conversion of music from TikTok to streaming services amongst TikTok users. The study is based on marketing funnel models, such as AIDA and the simplified funnel including the three steps: awareness, consideration, and conversion. From these three steps, an ACC model was formulated that included awareness and consideration as independent variables and conversion as the dependent variable. Due to TikTok being a somewhat recent addition to the social media realm, consideration was associated with users' desire to co-create and contribute to UGC. To be able to find whether awareness and consideration drove conversion, a quantitative approach was applied. A survey was conducted, and the collected data was analysed. The analysis revealed a significant relationship between awareness and conversion, but no significant relationship between consideration and conversion. These findings highlight the significance of awareness in driving conversion and provide valuable insights into the consumer journey from TikTok to streaming services, hence the importance of awareness in order to achieve conversion. The study’s results can be of help to music marketing professionals to gather an understanding of the importance of TikTok and that awareness is a key factor to ensure conversion from TikTok to music streaming services.