The Role of Influencer Trust, Gender Congruency, and Expertise Congruency

Abstract

This chapter explores the mediation role of influencer trust in gender and expertise congruency effects on consumers' attitudes and purchase intentions, focusing on a cross-national comparison between Douyin users in China and TikTok users in the U.S. It investigates how short video platforms, primarily TikTok and Douyin, have become integral in shaping consumer behavior and trust in influencers. The chapter explores the concepts of gender and expertise congruency in influencer marketing, examining how these factors impact the effectiveness of endorsements and consumer trust. The chapter presents a comprehensive analysis of endorsement effectiveness, contributing to the broader understanding of marketing strategies in the dynamic social media landscape. Through its findings, it provides theoretical and practical implications for marketers and advertisers aiming to enhance the efficiency and credibility of influencer collaborations in different cultural contexts.