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Idols of Promotion and Authenticity on TikTok

Author

Listed:
  • Radu M. Meza

    (Department of Journalism and Digital Media, Babeș-Bolyai University, Romania)

  • Andreea-Alina Mogoș

    (Department of Journalism and Digital Media, Babeș-Bolyai University, Romania)

  • George Prundaru

    (Department of Journalism and Digital Media, Babeș-Bolyai University, Romania)

Abstract

TikTok’s rapid growth in the past few years, especially in the younger demographic, may signal a market shift. With children, teens, and young adults reportedly making up 40% to 60% of its user base, the platform is becoming the strongest challenger to YouTube, Facebook, and Instagram. The most followed TikTok celebrities are mostly young people who have either grown up with the platform or recently extended their popularity from other platforms to reach new audiences. This research investigates the discursive strategies and persona performances employed by the top 25 TikTok celebrities under the age of 25 in both popular content and content marked as advertising. A large sample of TikTok content metadata was collected using API interrogation. From each of the 25 young TikTok celebrities, up to 1,000 videos per user ( N = 22,650) are explored using quantitative approaches. Two subsamples are analysed using visual, rhetorical, and narrative analysis to evaluate the most popular content ( Np = 226) and content marked as advertising using the TikTok ad flagging ( Na = 213). The findings include the identification of seven persona performance types and a significant difference in terms of performed ordinariness in content marked as advertising.

Suggested Citation

  • Radu M. Meza & Andreea-Alina Mogoș & George Prundaru, 2023. "Idols of Promotion and Authenticity on TikTok," Media and Communication, Cogitatio Press, vol. 11(4), pages 187-202.
    • Handle: RePEc:cog:meanco:v11:y:2023:i:4:p:187-202
    DOI: 10.17645/mac.v11i4.7123
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    References listed on IDEAS

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    1. Delia Cristina Balaban & Julia Szambolics, 2022. "A Proposed Model of Self-Perceived Authenticity of Social Media Influencers," Media and Communication, Cogitatio Press, vol. 10(1), pages 235-246.
    2. Smith, Andrew N. & Fischer, Eileen & Yongjian, Chen, 2012. "How Does Brand-related User-generated Content Differ across YouTube, Facebook, and Twitter?," Journal of Interactive Marketing, Elsevier, vol. 26(2), pages 102-113.
    3. Delia Cristina Balaban & Julia Szambolics, 2022. "A Proposed Model of Self-Perceived Authenticity of Social Media Influencers," Media and Communication, Cogitatio Press, vol. 10(1), pages 235-246.
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    1. Katarzyna Wojtaszczyk & Patrycja Mizera & Izabele Różańska-Bińczyk & Marzena Syper-Jędrzejak & Paweł Łuczak, 2025. "Authentic leadership as an element of employer value proposition and a feature of employer of choice: generations (Z)Alpha expectations," DECISION: Official Journal of the Indian Institute of Management Calcutta, Springer;Indian Institute of Management Calcutta, vol. 52(4), pages 439-459, December.

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