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ToolsMOORLOCK, Emily and DEMPSEY, Elizabeth (2023). Exploring Teenagers’ Use of TikTok: An Emerging Multi-Faceted Method. In: KERRIGAN, F, (ed.) Proceedings of Academy of Marketing 2023 Annual Conference and Doctoral Colloquium: From Revolution to Revolutions, University of Birmingham. Academy of Marketing, 258-259. [Book Section]
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Moorlock-ExploringTeenagersUseOfTiktok(AM).pdf - Accepted Version
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Moorlock-ExploringTeenagersUseOfTiktok(AM).pdf - Accepted Version
Available under License All rights reserved.
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Abstract
During the 2022 summer GCSE and A-Level exams, teenagers turned to TikTok to create, watch and share short videos. We put forward an innovative multi-faceted data collection method to explore teenagers’ shared consumption experiences on TikTok during this period. Drawing on the projective and enabling techniques of thought bubbles and sentence completion, storyboarding and semi-structured questions, in the context of dyadic and triadic interviews we gain powerful insight into teenagers’ usage of TikTok during exams.
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