TY - GEN
T1 - Analysis of #YoDecidoCuando (I Decide When) Campaign on TikTok, as Educational Communication for Teenage Pregnancy Prevention
AU - Fernández-Tomanguillo, Kimberlie
AU - Mezarina-Castilla, Melina
AU - Yalán-Dongo, Eduardo
N1 - Publisher Copyright:
© 2023, The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.
PY - 2023
Y1 - 2023
N2 - The purpose of this research is to analyze how # YoDecidoCuando campaign on TikTok is perceived as an educational communication for teenage pregnancy prevention in Peru. A qualitative case study methodology was applied. Using the homogeneous sampling technique, 15 semi-structured interviews were carried out with young women aged 16–19 years, who had a smartphone and followed gynecologists accounts on TikTok. As a result, we observed that this type of campaign on TikTok encourages people to become aware of health issues, because it generates interest and motivation to learn more about sex education. In this sense, the findings serve as a starting point for applying educational communication strategies on TikTok by institutions and organizations looking for new strategies to target a young audience.
AB - The purpose of this research is to analyze how # YoDecidoCuando campaign on TikTok is perceived as an educational communication for teenage pregnancy prevention in Peru. A qualitative case study methodology was applied. Using the homogeneous sampling technique, 15 semi-structured interviews were carried out with young women aged 16–19 years, who had a smartphone and followed gynecologists accounts on TikTok. As a result, we observed that this type of campaign on TikTok encourages people to become aware of health issues, because it generates interest and motivation to learn more about sex education. In this sense, the findings serve as a starting point for applying educational communication strategies on TikTok by institutions and organizations looking for new strategies to target a young audience.
KW - Information and communication technologies
KW - Prevention
KW - Social networks
KW - Teenage pregnancy
KW - TikTok
KW - TikTokers
KW - Young people
UR - http://www.scopus.com/inward/record.url?scp=85161205666&partnerID=8YFLogxK
U2 - 10.1007/978-981-19-9099-1_28
DO - 10.1007/978-981-19-9099-1_28
M3 - Conference contribution
AN - SCOPUS:85161205666
SN - 9789811990984
T3 - Smart Innovation, Systems and Technologies
SP - 411
EP - 421
BT - Marketing and Smart Technologies - Proceedings of ICMarkTech 2022
A2 - Reis, José Luís
A2 - Peter, Marc K.
A2 - Varela González, José Antonio
A2 - Bogdanović, Zorica
PB - Springer Science and Business Media Deutschland GmbH
T2 - International Conference on Marketing and Technologies, ICMarkTech 2022
Y2 - 1 December 2022 through 3 December 2022
ER -