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

Lauren Wright and Michael Cherry
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Lauren Wright: Gleam Futures, UK
Michael Cherry: Raffrey Consulting Pty Ltd, Australia

Journal of Digital & Social Media Marketing, 2023, vol. 10, issue 4, 326-339

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.

Keywords: influencer marketing; TikTok; brand trust; generation Z; social media influencers; attractiveness; trustworthiness; expertise (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2023
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