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Resource Integration, Value Co-Creation, and Service-dominant Logic in Music Marketing: The Case of the TikTok Platform

Benjamin Toscher
Benjamin Toscher
   | Apr 30, 2021
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Article Category: Research Article
Published Online: Apr 30, 2021
Page range: 33 - 50
Received: Feb 04, 2020
Accepted: Nov 03, 2020
DOI: https://doi.org/10.2478/ijmbr-2021-0002
Keywords
© 2021 Benjamin Toscher, published by Sciendo
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Figure 1

The process of value co-creation on TikTok.
The process of value co-creation on TikTok.

Examples of actors, co-creative activities, and types of values exchanged on the TikTok platform.

Actor on TikTok Essence of co-creative activities Co-Creation and exchange of value
Music Providers Make value propositions through melodic, lyrical, cultural and other musical properties of their songs, and make musical content available as a resource for user integration in content Values given to others: Musical resource value; symbolic, cultural and brand affinity associated with musical artist; content inspirational values, like psychomotor motivational value (i.e., giving cues on how users can dance to a song); potential tribal coalition signalling value Value attained from others: Increased audience exposure to music in terms of both reach, scope and the amount of time music is heard; Licensing and royalty payments from TikTok; Song resurrection value, where old songs receive new life; Potential spillover value, where users search for or listen to music on other platforms (i.e., Spotify or YouTube)
TikTok Users Consider the value propositions of songs, and integrate musical resources in their generation of content on TikTok through a variety of means (such as dances, lip-syncs, memes, challenges) Values given to others: Entertainment value; content value; attentional value; viral dissemination value; social psychological value (i.e., through reciprocity mechanisms)Values attained from others: attentional value; entertainment value; influencer value; neurobiological value; social psychological value (i.e., through reciprocity mechanisms)
TikTok Platform (ByteDance Ltd.) Creates technological and institutional infrastructure which enables and constrains action of users and music providers on the platform Values given to others: technological and institutional infrastructure of the platform; royalties and licensing from music providers; social network value; audience exposure value; creation of a context for value-in-social-contextValues attained from others: attentional value; attentional control value; commercial and computational value from user behavioural data; market capitalisation; ability to monetise user attention
eISSN:
2227-5789
Language:
English
Publication timeframe:
2 times per year
Journal Subjects:
Cultural Studies, Media Studies, Media Theory, Business and Economics, Business Management, Industries, Entertainment Industry, Media, Publishing Companies, Cultural Management, Social Sciences, Sociology, Sociology of Economy, Organizations, and Industry
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