How to Engage Customers on TikTok?

This research investigates the effects of marketer-generated content (i.e., emotional and rational), sounds, and influencers on digital customer engagement (i.e., likes and shares) on TikTok. Data were collected from 10 Indonesian food and beverage brands. The results confirm that emotional content generates more likes and shares than rational (i.e., informational and transactional) content. Conversely, rational (i.e., informational and transactional) posts receive more likes and shares than emotional posts. Additionally, original sounds and influencers positively influence likes and shares. This study advances social media and content marketing literature in three ways. First, this research is among the first to discuss the emerging social media of TikTok. Second, this investigation is the first to examine the audio format as an element influencing engagement. Third, this study focuses on Indonesia, a developing country that is rarely investigated in content marketing studies. Practically, our research findings can guide brands in creating engaging TikTok videos