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How does influencer marketing on TikTok impact brand trust among generation Z?
Journal of Digital & Social Media Marketing,
10
(4),
326-339
(2023)
Abstract
The importance of influencer marketing is increasing constantly, yet little empirical research has explored the success requirements of social media influencers (SMIs). This study investigates the effects of influencer marketing on TikTok on brand trust among generation Z consumers in Ireland, while considering the SMI credibility dimensions of attractiveness, trustworthiness and expertise. The study is based on a quantitative research design, with the data collected through an online questionnaire-based survey. The population of the study consists of generation Z (18–27-year-old) TikTok users living in the Republic of Ireland. Multiple regression analysis was used to measure the impact of the SMI’s attractiveness, trustworthiness and expertise on brand trust. Analysis of the data collected from 401 respondents indicates that these three credibility dimensions have a significant positive impact on brand trust among generation Z consumers in Ireland. The results of the research provide practical implications for brand managers to understand the role of credible SMIs in enhancing brand trust on TikTok when marketing to generation Z. This study contributes to existing influencer marketing literature by investigating the impact of the SMI credibility dimensions on brand trust among generation Z, in the context of TikTok.
Keywords: influencer marketing; TikTok; brand trust; generation Z; social media influencers; attractiveness; trustworthiness; expertise
The full article is available to subscribers to the journal.
Author's Biography
Lauren Wright is a planning executive at Gleam Futures, part of Dentsu Creative. Lauren draws on her strong interpersonal, creative and analytical skills to develop and deliver strategic full-service influencer campaigns on behalf of her clients. Lauren has experience working in marketing and property management and development. She holds a first-class bachelor of social science honours degree from University College Dublin, and a first-class master of science honours degree in international business management (global brand management) from Griffith College Dublin, where she also achieved the award for best academic achievement.
Michael Cherry is the Managing Director of Raffrey Consulting Pty Limited. He is also an adjunct professor at several universities and business schools in Australia and Ireland. Prior to his business advisory and academic career, he gained significant senior management experience in a variety of manufacturing and service industries. Over the past two decades, Michael has demonstrated his capability to effect change, turnaround, re-engineer and grow businesses both organically and via acquisition. Throughout his career, his strong commercial acumen and strategic thinking, coupled with formal business and technical tertiary qualifications, have helped him to achieve significant revenue and profitability growth. His strong strategic mindset, coupled with an ability to lead senior and middle management teams, have been instrumental to his commercial success. Outside his professional career, Michael was a founding director of the Cure Brain Cancer Foundation.
