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How Portuguese adolescents relate to influencers and brands on TikTok

Author

Listed:
  • Dias, Patrícia

    (Universidade Católica Portuguesa, Palma de Cima, Portugal)

  • Duarte, Alexandre

    (Universidade NOVA de Lisboa, Portugal)

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.

Suggested Citation

  • Dias, Patrícia & Duarte, Alexandre, 2022. "How Portuguese adolescents relate to influencers and brands on TikTok," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 10(1), pages 82-95, June.
  • Handle: RePEc:aza:jdsmm0:y:2022:v:10:i:1:p:82-95
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    More about this item

    Keywords

    TikTok; influencers; user-generated content; UGC; brands; digital practices; advertising literacy;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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