How Portuguese adolescents relate to influencers and brands on TikTok

Patrícia Dias and Alexandre Duarte
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Patrícia Dias: Universidade Católica Portuguesa, Palma de Cima, Portugal
Alexandre Duarte: Universidade NOVA de Lisboa, Portugal

Journal of Digital & Social Media Marketing, 2022, vol. 10, issue 1, 82-95

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.

Keywords: TikTok; influencers; user-generated content; UGC; brands; digital practices; advertising literacy (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2022
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