ABSTRACT

Businesses are advertising on TikTok by using brand influencers to create awareness, promote, and sell products. Using the lens of the social influence theory, this study investigated engagement, loyalty, and purchase likelihood as constructs that impact brand influencer advertising. Structural equation modeling was used to analyze data in this study. The findings showed that brand influencer impact was associated with previous engagement and purchase likelihood of TikTok users. Previous perceptions toward brand influencers did not moderate the impact of brand influencer advertising. Theoretical and managerial implications from the results are discussed, providing guidance for future research on TikTok advertising.

摘要

企业通过利用品牌影响者在 TikTok 上做广告来提高知名度、推广和销售产品。本研究利用社会影响力理论的视角，调查了参与度、忠诚度和购买可能性作为影响品牌影响者广告的因素。本研究使用结构方程模型来分析数据。调查结果显示，品牌影响者的影响力与 TikTok 用户之前的参与度和购买可能性相关。之前对品牌影响者的看法并没有减弱品牌影响者广告的影响。讨论了结果的理论和管理意义，为 TikTok 广告的未来研究提供指导。