Iqonga leTikTok linamandla anamandla okuqhuba abathengi ukuba bachithe imali kwiimveliso ezicetyiswa ngabadali bomxholo.Yintoni umlingo kule nto?
I-TikTok isenokungabi yindawo yokuqala yokufumana izinto zokucoca, kodwa ii-hashtag ezinje nge#cleantok, #dogtok, #beautytok, njl njl. ziyasebenza kakhulu.Abathengi abaninzi ngakumbi baguqukela kumajelo eendaba ezentlalo ukuze bafumane iimveliso kwaye bachithe imali kwiingcebiso ezivela kubaphembeleli abakumgangatho ophezulu kunye nabadali abangekho sikweni.
Umzekelo, kwi-hashtag #booktok, abadali babelana ngophononongo lweencwadi zabo kunye neengcebiso.Idatha ibonisa ukuba abasebenzisi abasebenzisa le thegi ukukhuthaza iincwadi ezithile baqhuba ukuthengiswa kwezo ncwadi.Ukuduma kwe#booktok hashtag kukwakhuthaze imiboniso ezinikeleyo ngabathengisi beencwadi abakwizizwe ngezizwe;iye yatshintsha indlela abaqulunqi beqweqwe kunye nabarhwebi abazijonga ngayo iincwadi ezintsha;kwaye kweli hlotyeni, ikhokelele kwiTikTok inkampani yabazali iByteDance ukuba isungule uhlobo olutsha lokupapasha.
Nangona kunjalo, kukho izinto ngaphandle kokuphononongwa komsebenzisi okuvuselela umnqweno wokuthenga.Abasebenzisi banobudlelwane obuthambileyo bengqondo kunye nobuso obukwisikrini kunye nobuchwephesha obusisiseko beTikTok, edlala indima ebalulekileyo ekuqhubeni abasebenzisi ukuba bathenge umxholo abawubonayo.
Ukuthembeka komthombo
"Amaqonga evidiyo afana neTikTok kunye ne-Instagram ayitshintshe kakhulu indlela thina abathengi esithatha ngayo izigqibo zokuthenga," utshilo uValeria Penttinen, unjingalwazi oncedisayo kwezentengiso kwiYunivesithi yaseNorthen Illinois.Okubaluleke kakhulu, la maqonga abonelela abasebenzisi ngokuvezwa okungazange kubonwe ngaphambili kwiimveliso kunye neenkonzo njengoko besebenzisa isixa esikhulu somxholo ngexesha elifutshane.
Izinto ezininzi ziqhuba abasebenzisi ukuba bamkele iingcebiso zabadali.Eyona nto iphambili kule nto, bathi, “kukuthembeka komthombo.”
Ukuba abasebenzisi babona ukuba umdali unezakhono kwaye uthembekile, banokuthatha isigqibo sokuthenga imveliso kwiscreen.U-Angeline Scheinbaum, uprofesa onxulumene nentengiso kwi-Wilbur O kunye ne-Ann Powers College of Business kunye neYunivesithi yaseClemson eSouth Carolina, eU.SA, wathi abasebenzisi bafuna ukuba abadali "bafanise imveliso okanye inkonzo," emele ukunyaniseka.
UKate Lindsay, intatheli ebhala inkcubeko ye-intanethi, wanika umzekelo wabafazi basekhaya abasebenzisa iimveliso zokucoca.“Bafumana abalandeli abanengqondo efanayo.Xa umntu ofana nawe esithi ngumama kwaye udiniwe kwaye le ndlela yokucoca yamnceda ngaloo mini ... idala uhlobo oluthile loQhagamshelo kunye nokuthembana, uthi, 'Ufana nam, kwaye iyakunceda. , ngoko iyandinceda.'”
Xa abadali bezincoma ngokwabo kunokuba bahlawulele iziqinisekiso, ukuthembeka komthombo wabo kukhula kakhulu."Iimpembelelo ezizimeleyo zinyanisekile ngakumbi ... inkuthazo yabo kukwabelana ngokunyanisekileyo ngemveliso okanye inkonzo ezizisela ulonwabo okanye lula ebomini babo," utshilo uSheinbaum.“Bafuna ngokwenene ukwabelana nabanye ngayo.”
Olu hlobo lokwenyani lusebenza ngokukodwa ekuthengeni iimoto kwiindidi ze-niche kuba abadali bahlala benomdla kakhulu kwaye bahlala benolwazi oluthile kwiindawo apho bambalwa abanye abaye baphonononga khona.“Ngezi mpembelelo zincinci, abathengi banokuzithemba ngakumbi ukuba bathenga imveliso esetyenziswa ngumntu… kukho unxibelelwano lweemvakalelo,” utshilo uSheinbaum.
Izithuba zevidiyo zikholisa ukuthembeka ngakumbi kunemifanekiso engatshintshiyo kunye nesicatshulwa.UPetinen uthe iividiyo zenza indawo ethile “yokuzityhilela” ethi itsalele abasebenzisi kuyo: Kwanezinto ezifana nokubona ubuso bomdali, izandla, okanye ukuva indlela abathetha ngayo inokubenza bazive ngathi bayiyo.uthembekile.Ewe, uphando lubonisa ukuba abantu abadumileyo bakaYouTube bafakela iinkcukacha zabo kuphononongo lwemveliso ukuze babonakale njengabahlobo abasenyongweni okanye amalungu osapho-okukhona ababukeli beziva “bemazi” umdali, kokukhona bebathemba ngakumbi.
USheinbaum ukwathe izithuba ezikhatshwa zizo zombini intshukumo kunye neempawu zomlomo - ngakumbi imiboniso kunye notshintsho kwiividiyo zeTikTok, phantse njengeentengiso ezincinci ezingama-30 ukuya kwezingama-60-zinokuthi "zisebenze ngakumbi ekucengeni.".
"Parasocial" isiphumo
Enye yezona zinto zibangela ukuba abathengi bathenge kunxibelelwano lweemvakalelo naba badali.
Lo mcimbi, owaziwa njengobudlelwane be-parasocial, ukhokelela ababukeli ukuba bakholelwe ukuba banonxibelelwano olusondeleyo, okanye ubuhlobo, kunye nosaziwayo, ngelixa ngokwenene ubudlelwane buyindlela enye-ngamaxesha amaninzi, umdali womxholo nkqu Abaphulaphuli basenokungazi. ubukho bayo.Olu hlobo lobudlelwane obungatshintshiyo buqhelekile kumajelo asekuhlaleni, ngakumbi phakathi kwabaphembeleli kunye nabadumileyo, kwaye ngakumbi xa abasebenzisi abaninzi bevezwa kumxholo wabo.
Le nto ichaphazela ukuziphatha kwabathengi.“Ubudlelwane beParasocial bomelele ngokwaneleyo kangangokuba abantu baya kushukunyiselwa ukuba bathenge izinto,” utshilo uSheinbaum, nokuba ngumntu okhuthaza imveliso exhaswayo okanye umenzi ozimeleyo owabelana ngezinto abazithandayo.
UPettinen ucacisile ukuba njengoko abathengi beqala ukuqonda izinto ezikhethwa ngumdali kunye neenqobo ezisemgangathweni kwaye bababone bechaza ulwazi lomntu siqu, baqala ukuphatha iingcebiso zabo njengabahlobo babo bokwenyani.Wongeze ukuba ubudlelwane be-parasocial buhlala buqhuba abasebenzisi ukuba baphinde bathenge, ngakumbi kwiTikTok;I-algorithm yeqonga ihlala ityhala umxholo osuka kwiakhawunti enye ukuya kubasebenzisi, kwaye ukuvezwa okuphindaphindiweyo kunokomeleza olu budlelwane bendlela enye.
Wongeza ukuba ubudlelwane be-parasocial kwi-TikTok bunokubangela uloyiko lokuphoswa, oluthi luqhubele phambili ekuthengeni: “Njengoko usiya uxakeke ngakumbi ngaba bantu, kubangela uloyiko lokungathabathi ithuba lobudlelwane, okanye ukwenza izinto ngaphandle. .Ukuzinikela kubudlelwane. "
Ukupakishwa okugqibeleleyo
ULindsay uthe umxholo weTikTok wemveliso ukwanawo umgangatho abathi abasebenzisi bawufumane unomtsalane ngakumbi.
“I-TikTok inendlela yokwenza ukuba ukuthenga kuzive ngathi ngumdlalo ukusa kwinqanaba elithile, kuba yonke into ekugqibeleni ipakishwe njengenxalenye yobuhle,” utshilo.“Awuthengi nje imveliso, ulandela inqanaba eliphezulu.indlela yokuphila.”Oku kunokwenza abasebenzisi bafune ukuba yinxalenye yale mikhwa okanye babandakanyeke kunxibelelwano olunokubandakanya ukuzama imveliso.
Wongeze ukuba iintlobo ezithile zomxholo kwiTikTok zinokuba namandla kakhulu: ucaphule imizekelo efana "nezinto obungazazi ukuba uyazifuna," "iimveliso ezingcwele zegrail," okanye "ezi zinto zindigcinile ..." "Njengoko ukhangela, uya 'Uya kumangaliswa xa ubona into obungayazi ukuba uyayidinga okanye ubungayazi ukuba ikhona."
Ngokucacileyo, uthe, ukusondelana kwe-ephemeral kweevidiyo zeTikTok kwenza ezi ngcebiso zizive zendalo kwaye zivula indlela kubasebenzisi ukuba bathembe abadali.Ukholelwa ukuba xa kuthelekiswa nabaphembeleli abaqaqambileyo kwi-Instagram, kokukhona ulula kwaye urhabaxa umxholo, kokukhona abathengi beziva ngathi benza izigqibo zokuthenga ngokusekelwe kwiingcebiso- "ukuyichitha ebuchotsheni babo."
Umthengi lumka
Nangona kunjalo, uSheinbaum, umbhali we "Icala elimnyama leMedia yeNtlalo: Umbono weNgqondo yoMthengi," uthe abathengi banokuhlala bebanjwe kwezi zinto zithengiyo..
Kwezinye iimeko, wathi, iziphumo ze-parasocial ezikhutshwe yimithombo yeendaba zentlalo kunye neemvakalelo zobudlelwane obusondeleyo eziza nazo zinokuba namandla kangangokuba abasebenzisi abayeki "ukubona" ukuba iingcebiso zixhaswe.
Ngokukodwa abasebenzisi abancinci okanye abathengi abanolwazi oluncinci banokungazi umahluko phakathi kweentengiso kunye neengcebiso ezizimeleyo.Abasebenzisi abakulangazelela kakhulu ukubeka iiodolo banokukhohliswa ngokulula, utshilo.ULindsay ukholelwa ukuba indalo emfutshane kunye nekhawulezayo yeevidiyo zeTikTok zinokwenza ukuba ukubekwa kwentengiso kube nzima ukuyibona.
Ukongeza, ukuncamathela ngokweemvakalelo okuqhuba indlela yokuthenga kunokukhokelela abantu ukuba bachithe ngaphezulu, utshilo uPettinen.Kwi-TikTok, abasebenzisi abaninzi bathetha ngeemveliso ezingabizi kakhulu, ezinokwenza ukuba ukuthengwa kubonakale kunomngcipheko omncinci.Ubonisa ukuba oku kunokuba yingxaki kuba imveliso umdali acinga ukuba ilungile kubo isenokungalungelanga abasebenzisi - emva kwayo yonke loo nto, laa noveli yayibhekiswa kuyo yonke indawo #booktok, Usenokungayithandi.
Abathengi akufuneki bazive benesidingo sokuphonononga yonke into abayithengayo kwiTikTok, kodwa iingcali zithi kubalulekile ukuqonda ukuba iqonga libakhuthaza njani abasebenzisi ukuba bachithe imali- ngakumbi ngaphambi kokuba ubethe "i-checkout."
Ixesha lokuposa: Sep-11-2023