Paper Number
1118
Paper Type
Complete Research Paper
Abstract
Influencer marketing (on TikTok) has become a powerful tool for brand promotion and consumer engagement in the digital era. However, limited research explored the impact of congruence between social media influencers (SMIs) and brands on campaign effectiveness. This paper presents a mixed-methods research study that investigates the influence of congruence on influencer marketing. We conducted a comprehensive study, which involved expert interviews (n=9) and an online experiment (n=290). The results reveal that congruence significantly affects consumers’ perceptions of SMI‘s authenticity, credibility, attitudes, and purchase intentions. This study advances social media practice and influencer marketing literature in three ways. First, this study utilizes a mixed-methods design, ensuring a multifaceted investigation of influencer marketing that incorporates personal experiences and motivations of TikTok SMIs alongside quantitative data. Second, this study is among the first to discuss influencer marketing on TikTok. Third, it provides brands with guidance when planning their influencer marketing campaigns.
Recommended Citation
Heigl, Rebecca Maria; Weber, Patrick; and Hinz, Oliver, "The TikTok Equation: How Congruence Drives Influencer Marketing Success — A Mixed-Methods Study" (2024). ECIS 2024 Proceedings. 3.
https://aisel.aisnet.org/ecis2024/track24_socialmedia/track24_socialmedia/3
The TikTok Equation: How Congruence Drives Influencer Marketing Success — A Mixed-Methods Study
Influencer marketing (on TikTok) has become a powerful tool for brand promotion and consumer engagement in the digital era. However, limited research explored the impact of congruence between social media influencers (SMIs) and brands on campaign effectiveness. This paper presents a mixed-methods research study that investigates the influence of congruence on influencer marketing. We conducted a comprehensive study, which involved expert interviews (n=9) and an online experiment (n=290). The results reveal that congruence significantly affects consumers’ perceptions of SMI‘s authenticity, credibility, attitudes, and purchase intentions. This study advances social media practice and influencer marketing literature in three ways. First, this study utilizes a mixed-methods design, ensuring a multifaceted investigation of influencer marketing that incorporates personal experiences and motivations of TikTok SMIs alongside quantitative data. Second, this study is among the first to discuss influencer marketing on TikTok. Third, it provides brands with guidance when planning their influencer marketing campaigns.
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