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EMAC 2021 Regional Conference

Tik Tok hashtag challenge: a new digital strategy for Consumer Brand Engagement (CBE)

Published: September 22, 2021


Martina Toni, Roma Tre University; Giovanni Mattia, Roma Tre University


Consumer brand engagement; Social media; Digital marketing strategy


This paper analyses the Consumer Brand Engagement (CBE) in Social Media and its effect in generating interest towards a company and its products. This research focuses on McDonald’s digital strategy launched in TikTok for celebrating 20 years of one of its product. This research proposes a conceptual model based on CBE scale, tested through a quantitative survey, by administering a questionnaire to 181 TikTok users. The PLS approach was employed to test the model for assessing the adequacy of the measurements and for evaluating the structural model. The hypotheses have been confirmed, thus theoretical and managerial implications are provided.