What people TikTok (Douyin) about influencer-endorsed short videos on wine? An exploration of gender and generational differences

Abstract

Purpose This study aims to understand social media users’ responses to the influencer-endorsed wine short videos on the most popular platform – Douyin, relying on message interpretation process (MIP) framework and identify segmentation differences from gender and the generational cohorts (Gen Z and Gen Y). Design/methodology/approach Topic modeling, content analysis and quantitative analysis were used to decipher the user-generated content (UGC) data retrieved from 81 wine videos posted by the top 30 social media influencers (SMI) who focused on wine products and consumption experience messages. Findings The results demonstrate social media users are most inclined to respond to product-related topics, followed by the influencer, emotional, alcohol drinking intent, behavioral and skepticism. Meanwhile, the findings also revealed that the female group was more likely to engage in influencer topics, whereas the male group contributed more to product subjects. Gen Z cohort involved more themes about alcohol drinking intent, whereas Gen Y contributed more to skepticism. Practical implications The findings provide hospitality and wine practitioners, SMI and brand sponsors valuable information to use this advanced tactic among various social networking services. Originality/value This study is the first to grasp the Douyin users’ perceptions of this newly emerged influencer marketing strategy via UGC data. Originality is established by investigating gender and generational cohorts’ differences underlined by MIP.

The Brand–Land Identity of Etna Volcano Valley Wines: A Policy Delphi Study

“…Communication today cannot ignore the significant changes that have occurred in recent years in the ways and means utilized by companies for communication purposes. It would therefore be interesting to consider the importance of social networks and the emergence of prominent figures such as social influencers [81,82]. In fact, considering the increasing importance of wine influencers in the wine sector, the use of wine influencers could help to "tell the story" of the wine effectively, through storytelling (communicating their personal experiences using videos and images), providing information generated by the influencer himself/herself, and the additional interaction between the followers [10,63].…”

When social media meets destination marketing: the mediating role of attachment to social media influencer

“…Regarding the second research question, the results discovered that attachment to social media influencer significantly mediates destination authenticity and enjoyment. A possible explanation is that the participants in the current study are predominantly millennial consumers who have a wide range of enthusiasm and engagement with social media influencers (Deng et al , 2022). Thus, this helps us understand why attachment to social media influencer has a significant mediating effect on social media experience.…”

“…For instance, through the UGC platform, destination marketers can upload videos featuring influencers to showcase destination scenery (Yen et al , 2019). This influencer marketing method has increasingly garnered the interest of academics (Geng et al , 2020; Jin and Ryu, 2020; Deng et al , 2022). Although some research indicated that social media influencers are a problematic group in China, with some of them having both positive (e.g.…”

“…Social media experience based on user-generated video content has been increasingly incorporated in marketing strategies designed to shape consumer behavior (Kim and Song, 2018;Lee, 2022;Mirzaalian and Halpenny, 2019). Recent studies reveal that TikTok has become an essential social media video platform for tourists (Zhu et al, 2022a(Zhu et al, , 2022bDeng et al, 2022). Compared to other social media platforms (e.g.…”

Analysis on the Application of Psychological and Business Strategies of Douyin to Build up Consumer’s Addiction

“…After motivation and trigger are both secured, Douyin continues to drive the consumers to feel that they have the ability to take an action. Douyin provides short videos that last for only around fifteen seconds to ten minutes [9]. Therefore, users can take a low extra cost to make videos on Douyin since it only requires one mobile device and can be accessed in any external environment as long as the internet is available.…”