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How Portuguese adolescents relate to influencers and brands on TikTok
Journal of Digital & Social Media Marketing,
10
(1),
82-95
(2022)
Abstract
This paper explores the dynamics between influencers, brands and followers on TikTok, with a focus on the Portuguese context. The paper draws on data obtained from an online survey of 347 TikTok users and in-depth interviews with five Portuguese TikTok influencers. With respect to the survey, most of the respondents admitted to following influencers and being influenced by them, but only about half of the sample identified as content producers. The paper finds that TikTok influencers strive to benefit brands by providing visibility and trust, and in turn boosting sales, while being good role models to their followers, with whom they form a reciprocal parasocial relationship. For this reason, they endeavour to be transparent about their partnerships with brands.
Keywords: TikTok; influencers; user-generated content; UGC; brands; digital practices; advertising literacy
The full article is available to subscribers to the journal.
Author's Biography
Patrícia Dias is an Assistant Professor at Universidade Católica Portuguesa. Her research interests focus on the use of digital media by children, and within organisational communication, marketing and branding. As a researcher at the Research Centre for Communication and Culture and Católica Research Centre for Psychological, Family and Social Wellbeing, Dr Dias coordinates a project investigating the use of touchscreen devices by children up to the age of three; she also leads the Portuguese team for the Joint Research Centre–European Commission’s investigation into the use of digital technologies by children and teenagers during the COVID-19 pandemic in Europe. She is author of multiple publications about the use of smartphones and the social impact of digital media.
Alexandre Duarte is a Professor at Universidade NOVA de Lisboa. He also conducts research at the Universidade do Minho Communication and Society Research Centre, and coordinates postgraduate courses at Universidade Católica Portuguesa. He has previously worked as a tutor at the Eurobest Young Marketers Academy, and as Chief Executive Officer of the Restart Institute of Creative Arts and New Technologies. He serves on the board of directors for the European Institute for Commercial Communications Education (EDCOM). He holds a PhD in communication sciences from Universidade do Minho, along with a master’s degree in visual communication and a bachelor’s degree in marketing and advertising from IADE.
