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.

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Jun 14th, 12:00 AM

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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