<![CDATA[Digital tax reforms promise reliable services, yet promotional campaigns may become sites of citizen criticism. This study examines accountability-related discourse in TikTok reactions to Indonesia’s “Tepuk Coretax” campaign. A non-participant, netnography-informed analysis audited 2,765 exported comments dated 6–7 October 2025 and retained 2,752 after documented exclusion of six empty entries, six commercial solicitations and one unrelated post. Pre-existing codes were normalized into six descriptive groups and supplemented with non-exclusive, rule-assisted text indicators. Among retained comments, 1,943 (70.60%) carried negative source sentiment labels and 58 remained unlabelled. Campaign criticism (36.92%), administrative friction (29.83%) and affective participation (25.84%) predominated. Sixty-four comments satisfied a strict rhythmic error-parody indicator, while the two most-liked comments accounted for 77.70% of all recorded likes. These patterns show how campaign imitation and reports of service burdens make institutional expectations visible, but they do not verify system failure, representative taxpayer opinions or completed government answerability. Digital tax communication should therefore be connected to reliable procedures and accessible complaint resolution.]]>
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