Analysis of #YoDecidoCuando (I Decide When) Campaign on TikTok, as Educational Communication for Teenage Pregnancy Prevention

Kimberlie Fernández-Tomanguillo; Melina Mezarina-Castilla; Eduardo Yalán-Dongo

doi:10.1007/978-981-19-9099-1_28

Analysis of #YoDecidoCuando (I Decide When) Campaign on TikTok, as Educational Communication for Teenage Pregnancy Prevention

Kimberlie Fernández-Tomanguillo
, Melina Mezarina-Castilla
, Eduardo Yalán-Dongo

Research output: Chapter in Book/Report/Conference proceeding › Paper (Conference contribution) › peer-review

Abstract

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.

Translated title of the contribution	Análisis de la campaña #YoDecidoCuando en TikTok, como comunicación educativa para la prevención del embarazo adolescente
Original language	English
Title of host publication	Marketing and Smart Technologies - Proceedings of ICMarkTech 2022
Editors	José Luís Reis, Marc K. Peter, José Antonio Varela González, Zorica Bogdanović
Publisher	Springer Science and Business Media Deutschland GmbH
Pages	411-421
Number of pages	11
ISBN (Print)	9789811990984
DOIs	https://doi.org/10.1007/978-981-19-9099-1_28
State	Published - 2023
Externally published	Yes
Event	International Conference on Marketing and Technologies, ICMarkTech 2022 - Santiago, Spain Duration: 1 Dec 2022 → 3 Dec 2022

Publication series

Name	Smart Innovation, Systems and Technologies
Volume	337 SIST
ISSN (Print)	2190-3018
ISSN (Electronic)	2190-3026

Conference

Conference	International Conference on Marketing and Technologies, ICMarkTech 2022
Country/Territory	Spain
City	Santiago
Period	1/12/22 → 3/12/22

Keywords

Information and communication technologies
Prevention
Social networks
Teenage pregnancy
TikTok
TikTokers
Young people

Access to Document

10.1007/978-981-19-9099-1_28

Cite this

Fernández-Tomanguillo, K., Mezarina-Castilla, M., & Yalán-Dongo, E. (2023). Analysis of #YoDecidoCuando (I Decide When) Campaign on TikTok, as Educational Communication for Teenage Pregnancy Prevention. In J. L. Reis, M. K. Peter, J. A. Varela González, & Z. Bogdanović (Eds.), Marketing and Smart Technologies - Proceedings of ICMarkTech 2022 (pp. 411-421). (Smart Innovation, Systems and Technologies; Vol. 337 SIST). Springer Science and Business Media Deutschland GmbH. https://doi.org/10.1007/978-981-19-9099-1_28

Fernández-Tomanguillo, Kimberlie ; Mezarina-Castilla, Melina ; Yalán-Dongo, Eduardo. / Analysis of #YoDecidoCuando (I Decide When) Campaign on TikTok, as Educational Communication for Teenage Pregnancy Prevention. Marketing and Smart Technologies - Proceedings of ICMarkTech 2022. editor / José Luís Reis ; Marc K. Peter ; José Antonio Varela González ; Zorica Bogdanović. Springer Science and Business Media Deutschland GmbH, 2023. pp. 411-421 (Smart Innovation, Systems and Technologies).

@inproceedings{a28f282fef1d46bdbfa7e7f08791ca91,

title = "Analysis of \#YoDecidoCuando (I Decide When) Campaign on TikTok, as Educational Communication for Teenage Pregnancy Prevention",

abstract = "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.",

keywords = "Information and communication technologies, Prevention, Social networks, Teenage pregnancy, TikTok, TikTokers, Young people",

author = "Kimberlie Fern{\'a}ndez-Tomanguillo and Melina Mezarina-Castilla and Eduardo Yal{\'a}n-Dongo",

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year = "2023",

doi = "10.1007/978-981-19-9099-1\_28",

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Fernández-Tomanguillo, K, Mezarina-Castilla, M & Yalán-Dongo, E 2023, Analysis of #YoDecidoCuando (I Decide When) Campaign on TikTok, as Educational Communication for Teenage Pregnancy Prevention. in JL Reis, MK Peter, JA Varela González & Z Bogdanović (eds), Marketing and Smart Technologies - Proceedings of ICMarkTech 2022. Smart Innovation, Systems and Technologies, vol. 337 SIST, Springer Science and Business Media Deutschland GmbH, pp. 411-421, International Conference on Marketing and Technologies, ICMarkTech 2022, Santiago, Spain, 1/12/22. https://doi.org/10.1007/978-981-19-9099-1_28

Analysis of #YoDecidoCuando (I Decide When) Campaign on TikTok, as Educational Communication for Teenage Pregnancy Prevention. / Fernández-Tomanguillo, Kimberlie; Mezarina-Castilla, Melina; Yalán-Dongo, Eduardo.
Marketing and Smart Technologies - Proceedings of ICMarkTech 2022. ed. / José Luís Reis; Marc K. Peter; José Antonio Varela González; Zorica Bogdanović. Springer Science and Business Media Deutschland GmbH, 2023. p. 411-421 (Smart Innovation, Systems and Technologies; Vol. 337 SIST).

Research output: Chapter in Book/Report/Conference proceeding › Paper (Conference contribution) › peer-review

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

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 - https://www.scopus.com/pages/publications/85161205666

U2 - 10.1007/978-981-19-9099-1_28

DO - 10.1007/978-981-19-9099-1_28

M3 - Articulo (Contribución a conferencia)

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 -

Fernández-Tomanguillo K, Mezarina-Castilla M, Yalán-Dongo E. Analysis of #YoDecidoCuando (I Decide When) Campaign on TikTok, as Educational Communication for Teenage Pregnancy Prevention. In Reis JL, Peter MK, Varela González JA, Bogdanović Z, editors, Marketing and Smart Technologies - Proceedings of ICMarkTech 2022. Springer Science and Business Media Deutschland GmbH. 2023. p. 411-421. (Smart Innovation, Systems and Technologies). doi: 10.1007/978-981-19-9099-1_28

Analysis of #YoDecidoCuando (I Decide When) Campaign on TikTok, as Educational Communication for Teenage Pregnancy Prevention

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Keywords

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