Tiktok: a modern spotlight on emerging artists : Understanding why and how TikTok users take partin viral behaviors towards musical artists on the platform

Abstract: This master's thesis aims to explore why and how TikTok users engage in viral behavior towards music artists' videos. The study addresses the gap in knowledge in this area and seeks to identify the factors and categories of virality for music artists on TikTok. To achieve the research objective, the study utilizes the interpretivism philosophy and an inductive research approach. The study collects qualitative data from individuals' perceptions and infers theories from the observations made. The research will utilize current theories and concepts of virality to explain why and how individuals engage in viral behaviors on TikTok. This thesis aims to provide an understanding of the factors influencing the vitality of TikTok videos, drawing from the perspectives shared by the participants interviewed. By exploring the interplay between relatability, emotions, self-enhancement, attraction, uses and gratification theory and social proof in relation to viral behaviors, the researchers aim to contribute to the growing body of knowledge on the dynamics of TikTok. The findings from this research will shed light on the factors that drive viewers' engagement and inform content creators, marketers, and platform designers in optimizing TikTok content for enhanced vitality and user satisfaction.