广告
业务
影响力营销
品牌管理
营销
魅力
吸引力
现存分类群
心理学
关系营销
市场营销管理
政治学
精神分析
进化生物学
生物
法学
作者
Terri H. Chan,Kineta Hung,David K. Tse
标识
DOI:10.1080/15252019.2023.2273253
摘要
This article compares how micro- and macroinfluencers promote audience likes, shares, and brand sales in TikTok videos (Douyin in China). Using insights from the extant literature, the study examines how influencers’ charisma strategy (including attractiveness), content strategy (including message quality), and bonding strategy (audience relationship) affect audience likes, audience shares, and brand sales. The findings confirm the core tenet of charisma and content strategies. Some unexpected effects of the bonding strategy that correspond to the two (micro versus macro) influencer groups are also revealed. The salience of these strategies justifies the uniqueness of influencer marketing and helps link it to the celebrity brand endorsement literature. It also shows how microinfluencers, a topic of emerging significance, can thrive. The study provides insights for future research and industry advancement.
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