Abstract
This study aims to examine user comments (n=1,722) on content shared by English Home Türkiye on the TikTok platform to reveal how users interact with the content and the satisfaction they derive from it. Content analysis, a qualitative research method, was used in the study. The comments were evaluated within the framework of the following themes: entertainment, social interaction, social support, information seeking and sharing, escape from daily life, ease of communication, and utility. The findings indicate that users derive the most satisfaction from the brand’s content in terms of entertainment, social interaction, and keeping up with trends. It was determined that user motivations vary depending on seasonal consumption trends, campaign periods, and the platform’s structural characteristics. In particular, it was found that during the month of November, both the number of posts on the TikTok account and the frequency of comments and interactions by viewers increased. The research findings reveal that entertainment-focused expectations outweigh information- and benefit-focused expectations on short-form video platforms, and that brands can build strong digital communities with users through entertainment-based content strategies. It has emerged from users’ comments that the brand—particularly its TikTok account—is frequently mentioned in a positive light in many comments. It has been noted that examining the brand’s other social media accounts in future studies is important for the validity of the findings obtained in this research.