The  Role of User-Generated Content in Tecno's Brand Communication on TikTok: A Participatory Culture Perspective

Gregorius Satrio Adi Arto Pambudi; A.Zamzamy; Ade Kusuma

doi:10.63922/ijevss.v5i03.4937

Gregorius Satrio Adi Arto Pambudi Master of Communication Science Program, Faculty of Social and Political Sciences Universitas Pembangunan Nasional "Veteran" Surabaya, Jawa Timur, Indonesia
A.Zamzamy Universitas Pembangunan Nasional "Veteran" Surabaya, Jawa Timur, Indonesia
Ade Kusuma Universitas Pembangunan Nasional "Veteran" Surabaya, Jawa Timur, Indonesia

DOI: https://doi.org/10.63922/ijevss.v5i03.4937

Keywords: User-Generated Content, Brand Communication, TikTok, Participatory culture, Tecno

Abstract

The development of social media has shifted the brand communication paradigm from a one-way model to a more interactive, collaborative, and participatory one. This shift is increasingly evident with the emergence of algorithm-driven platforms like TikTok, which allow users not only to consume information but also to produce, distribute, and construct meaning from communication messages through User-Generated Content (UGC). This study aims to analyze the role of UGC in Tecno's brand communication on the TikTok platform through the perspective of participatory culture. Tecno was selected as the research object based on its growth as an emerging smartphone brand in the Indonesian market and its active utilization of TikTok as a digital communication medium to reach the youth segment, which exhibits a high level of participation in digital content production. This research employed a qualitative approach with a constructivist paradigm and a case study design. Data were collected through in-depth interviews, digital observation, and documentation involving Tecno's digital communication managers, members of the Key Opinion Consumer (KOC) community, and active TikTok users who produce content about Tecno. Data analysis was conducted using the interactive analysis model by Miles, Huberman, and Saldaña, complemented by thematic analysis. The results indicate that UGC functions not merely as a promotional medium but has become an integral part of the brand communication strategy that fosters a collaborative relationship between the company and its audience. UGC plays a crucial role in increasing brand awareness, strengthening the authenticity and credibility of information, expanding message dissemination through TikTok's algorithm, and shaping a participatory culture that positions the audience as co-communicators in the brand communication process. This study provides a conceptual contribution by positioning UGC as an integral component of participatory culture-based brand communication, rather than merely a factor influencing consumer behavior post-communication.

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