Comparing E-Commerce Micro- and Macroinfluencers in TikTok Videos: Effects of Strategies on Audience Likes, Audience Shares, and Brand Sales

Terri H. Chan, Kineta Hung*, David K. Tse

*Corresponding author for this work

Research output: Contribution to journalJournal articlepeer-review

3 Citations (Scopus)

Abstract

This article compares how micro- and macroinfluencers promote audience likes, shares, and brand sales in TikTok videos (Douyin in China). Using insights from the extant literature, the study examines how influencers’ charisma strategy (including attractiveness), content strategy (including message quality), and bonding strategy (audience relationship) affect audience likes, audience shares, and brand sales. The findings confirm the core tenet of charisma and content strategies. Some unexpected effects of the bonding strategy that correspond to the two (micro versus macro) influencer groups are also revealed. The salience of these strategies justifies the uniqueness of influencer marketing and helps link it to the celebrity brand endorsement literature. It also shows how microinfluencers, a topic of emerging significance, can thrive. The study provides insights for future research and industry advancement.
Original languageEnglish
Pages (from-to)307-322
Number of pages16
JournalJournal of Interactive Advertising
Volume23
Issue number4
DOIs
Publication statusPublished - Nov 2023

Scopus Subject Areas

  • Communication
  • Marketing

User-Defined Keywords

  • Brand sales
  • TikTok in China
  • likes and shares
  • microinfluencer
  • persuasive strategies

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