Influencer marketing on TikTok: The effectiveness of humor and followers’ hedonic experience

Barta, Sergio; Belanche, Daniel; Fernández, Ana Isabel Cabrera; Flavián, Marta

doi:10.1016/j.jretconser.2022.103149

Cited by 122 publications

(90 citation statements)

References 87 publications

(156 reference statements)

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“…In this way, they are more compelling to be imitated as role models. In addition to using indicators such as the number of followers (Tafesse and Wood, 2023) and the quality and quantity of posts (Barta et al , 2023) to decide which SMI to work with, such criteria could help brand managers set up a good starting point and develop potentially more effective influencer marketing strategies.…”

Section: Discussionmentioning

confidence: 99%

Antecedents and outcomes of Generation Z consumers’ contrastive and assimilative upward comparisons with social media influencers

Tian

Cho

Jia

et al. 2023

JPBM

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Purpose This study aims to focus on the dynamics in influencer-consumer relationships to understand how Generation Z consumers’ identification and social comparison with influencers shape their response to influencers’ branded posts. Specifically, this study investigates how perceived similarity and wishful identification lead to distinct social comparison mechanisms that affect Generation Z consumers’ self-improvement motives, which, in turn, drive their message engagement, brand attitudes and purchase intentions. Design/methodology/approach An online survey was conducted with 295 college students who are digital natives and whose purchase decisions are heavily influenced by social media influencers. Findings The study findings confirmed that perceived similarity positively influenced assimilative comparison emotions of optimism, admiration and aspiration while negatively influenced contrastive comparison emotions of envy, depression and resentment. Wishful identification positively affected both assimilative and contrastive comparison emotions. Both types of social comparison emotions further affected consumers’ motivations to follow the influencer for self-improvement, thereby enhancing their brand attitude, purchase intention and engagement behaviors. Originality/value This study is one of the earliest attempts to investigate the relationship dynamics between influencers and consumers from the lens of social comparison. The study examines the antecedents of perceived similarity and wishful identification, the mediators of upward comparison emotions and self-improvement motives and the brand evaluation outcomes of message engagement, brand attitude and purchase intention.

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Section: Discussionmentioning

confidence: 99%

Antecedents and outcomes of Generation Z consumers’ contrastive and assimilative upward comparisons with social media influencers

Tian

Cho

Jia

et al. 2023

JPBM

View full text Add to dashboard Cite

show abstract

“…On the other hand, competence did not influence the relationship of peripheral cues to experience and recommendation intention in the purchase stage, although it did affect the postpurchase stage indirectly. Barta et al (2023) argue that competence tendencies will process through a central route, suggesting that the peripheral impacts may be limited in generating positive intentions. Earlier studies have found that customers tend to make rational decisions postpurchase (Shi et al, 2020).…”

Section: Discussion On the Study 1 Resultsmentioning

confidence: 99%

Do chatbots establish “humanness” in the customer purchase journey? An investigation through explanatory sequential design

Dwivedi,

Balakrishnan,

Baabdullah

et al. 2023

Psychology and Marketing

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Chatbots incorporate various behavioral and psychological marketing elements to satisfy customers at various stages of their purchase journey. This research follows the foundations of the Elaboration Likelihood Model (ELM) and examines how cognitive and peripheral cues impact experiential dimensions, leading to chatbot user recommendation intentions. The study introduced warmth and competence as mediating variables in both the purchase and postpurchase stages, utilizing a robust explanatory sequential mixed‐method research design. The researchers tested and validated the proposed conceptual model using a 3 × 3 factorial design, collecting 354 responses in the purchase stage and 286 responses in the postpurchase stage. In the second stage, they conducted in‐depth qualitative interviews (Study 2) to gain further insights into the validity of the experimental research (Study 1). The results obtained from Study 1 revealed that “cognitive cues” and “competence” significantly influence recommendation intentions among chatbot users. On the other hand, “peripheral cues” and warmth significantly contribute to positive experiences encountered during the purchase stage. The researchers further identified 69 thematic codes through exploratory research, providing a deeper understanding of the variables. Theoretically, this study extends the ELM by introducing new dimensions to human‐machine interactions at the heart of digital transformation. From a managerial standpoint, the study emphasizes the significance of adding a “humanness” element in chatbot development to create more engaging and positive customer experiences actively.

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“…Companies usually have different marketing strategies for the three information components: promoting consumers’ purchase intentions by hiring professional salespeople or social media influencers (e.g. TikTok influencers) (Barta et al , 2023; Chen et al , 2021a), creating a crowded marketing environment (Machleit et al , 2000) and displaying products in detail (Hernandez et al , 2014). Similarly, marketing strategies for live-streaming commerce are also designed based on the three information components.…”

Section: Literature Reviewmentioning

confidence: 99%

Understanding consumers’ live-streaming shopping from a benefit–risk perspective

Chen

Zhang

2023

JSM

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Purpose The rapid development of live-streaming commerce has increased companies’ marketing effectiveness. While previous studies have explored the effects of its technical features on consumers, the effects of marketing-related factors remain unknown. This study aims to investigate the effects of the marketing elements of live-streaming commerce on consumers’ purchase intentions. Design/methodology/approach The research model is derived from the Yale model and the benefit–risk framework. To test the study hypotheses, data were collected through a questionnaire survey of 392 live-streaming shoppers and analyzed using SmartPLS. Findings The empirical results indicate that broadcaster competence and online crowding increase consumers’ perception of price attractiveness while reducing their perceived uncertainty. Information diagnosticity also reduces consumers’ perceived uncertainty. Furthermore, purchase intention is positively and negatively affected by perceived price attractiveness and perceived uncertainty, respectively. Finally, product scarcity moderates the relationships between broadcaster competence, online crowding, information diagnosticity, perceived price attractiveness and perceived uncertainty. Originality/value The study identifies the different marketing elements in live-streaming commerce and their effects on consumers’ value evaluations and purchase intentions. The findings provide comprehensive insights into the antecedents of live-streaming shopping and offer new perceptions and recommendations for practitioners.

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Influencer marketing on TikTok: The effectiveness of humor and followers’ hedonic experience

Cited by 122 publications

References 87 publications

Antecedents and outcomes of Generation Z consumers’ contrastive and assimilative upward comparisons with social media influencers

Antecedents and outcomes of Generation Z consumers’ contrastive and assimilative upward comparisons with social media influencers

Do chatbots establish “humanness” in the customer purchase journey? An investigation through explanatory sequential design

Understanding consumers’ live-streaming shopping from a benefit–risk perspective

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