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How does influencer marketing on TikTok impact brand trust among generation Z?

Author

Listed:
  • Wright, Lauren

    (Gleam Futures, UK)

  • Cherry, Michael

    (Raffrey Consulting Pty Ltd, Australia)

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.

Suggested Citation

  • Wright, Lauren & Cherry, Michael, 2023. "How does influencer marketing on TikTok impact brand trust among generation Z?," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 10(4), pages 326-339, March.
    • Handle: RePEc:aza:jdsmm0:y:2023:v:10:i:4:p:326-339
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    More about this item

    Keywords

    influencer marketing; TikTok; brand trust; generation Z; social media influencers; attractiveness; trustworthiness; expertise;
    All these keywords.

    JEL classification:

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

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