Influencer marketing on TikTok: The effectiveness of humor and followers’ hedonic experience
Indexed incrossref
Abstract
This work examines the determinants of the success of influencer marketing on the youth-focused TikTok, the fastest growing social network. It analyses the effects of influencers' account characteristics (originality, quality, quantity and humor) on their followers' hedonic experience and perceived opinion leadership, and how these impact on their intentions to follow influencers’ accounts and advice. A survey of followers of a popular Spanish TikTok influencer showed that originality and opinion leadership play important roles and that, because TikTok is distinctive, humor increased the effectiveness of messages (through hedonic experience). Suggestions are made to advance the understanding of this novel…
Citation impact
318
total citations
- FWCI
- 113.73
- Percentile
- 100%
- References
- 96
Citations per year
Authors
4Topics & keywords
Topics
Keywords
- Business
- Marketing
- Advertising
No related works found for this paper.