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Abstract(s)
O TikTok é, atualmente, uma das plataformas de media sociais mais utilizadas e favoritas a nível mundial, que começou a ter sucesso através dos seus vídeos curtos e cativantes, captando a atenção da geração Z, constituída por nativos digitais. Desta forma, a aplicação começou a influenciar o comportamento desta geração e a conduzir o seu entretenimento, consumo e tendências. Por outro lado, o TikTok começou também a ter um papel preponderante na definição das tendências da indústria musical, levando a que as músicas se tornem virais, através de um grande aumento no seu número de streams, criando o terreno para que os artistas possam alcançar uma visibilidade em massa. Desta forma, a plataforma criou um novo paradigma musical e alterou a forma como a música é descoberta, produzida e consumida. Tendo por base esta realidade, a presente investigação tem como principal objetivo compreender o impacto do TikTok nos hábitos musicais da geração Z, e, assim sendo, a questão de investigação à qual o estudo pretende responder é: “De que modo a geração Z perceciona o impacto do TikTok no seu consumo de música?”. Para tal, foi delineada uma metodologia quantitativa, e foi aplicado um inquérito por questionário a indivíduos da geração Z, utilizadores do TikTok, que compreende uma amostra de 386 indivíduos. Através do estudo realizado e dos principais resultados, foi possível verificar que o TikTok tem um papel fundamental para estes indivíduos no que toca à descoberta musical, tendo impacto no seu comportamento e nos seus hábitos musicais digitais, sendo que a maioria dos inquiridos já conheceram músicas e artistas novos na plataforma, e, para além disso, afirmam que gostam dessas mesmas músicas, procurando-as nas plataformas de streaming, adicionandoas às suas playlists e ouvindo-as com frequência. Desta forma, estes indivíduos assumem que o TikTok define as tendências musicais da sua geração, a geração Z.
TikTok is currently one of the most used and favorite social media platforms worldwide, which started to be successful through its short and captivating videos, capturing the attention of generation Z, which consists of digital natives. In this way, the application began to influence the behavior of this generation and drive their entertainment, consumption and trends. On the other hand, TikTok has also started to play a leading role in defining trends in the music industry, leading to songs going viral, through a huge increase in the number of streams, creating the ground for artists to reach mass visibility. In this way, the platform created a new musical paradigm and changed the way music is discovered, produced and consumed. Based on this reality, the main objective of this research is to understand the impact of TikTok on the musical habits of generation Z. The research question the study aims to answer is: "How does generation Z perceive the impact of TikTok on their music consumption?". To this end, a quantitative methodology was devised and a questionnaire survey was administered to Generation Z users of TikTok, comprising a sample of 386 individuals. Through the study carried out and the main results, it was possible to verify that TikTok plays a fundamental role for these individuals when it comes to music discovery, having an impact on their behavior and their digital music habits, with the majority of those surveyed having already discovered new songs and artists on the platform and, in addition, claiming that they like these songs, searching for them on streaming platforms, adding them to their playlists and listening to them frequently. In this way, these individuals assume that TikTok defines the musical trends of their generation, generation Z.
TikTok is currently one of the most used and favorite social media platforms worldwide, which started to be successful through its short and captivating videos, capturing the attention of generation Z, which consists of digital natives. In this way, the application began to influence the behavior of this generation and drive their entertainment, consumption and trends. On the other hand, TikTok has also started to play a leading role in defining trends in the music industry, leading to songs going viral, through a huge increase in the number of streams, creating the ground for artists to reach mass visibility. In this way, the platform created a new musical paradigm and changed the way music is discovered, produced and consumed. Based on this reality, the main objective of this research is to understand the impact of TikTok on the musical habits of generation Z. The research question the study aims to answer is: "How does generation Z perceive the impact of TikTok on their music consumption?". To this end, a quantitative methodology was devised and a questionnaire survey was administered to Generation Z users of TikTok, comprising a sample of 386 individuals. Through the study carried out and the main results, it was possible to verify that TikTok plays a fundamental role for these individuals when it comes to music discovery, having an impact on their behavior and their digital music habits, with the majority of those surveyed having already discovered new songs and artists on the platform and, in addition, claiming that they like these songs, searching for them on streaming platforms, adding them to their playlists and listening to them frequently. In this way, these individuals assume that TikTok defines the musical trends of their generation, generation Z.
Description
Keywords
TikTok Geração Z Indústria musical Comportamento do consumidor Marketing Media sociais Generation Z Music industry Consumer behavior Social media