Palabras clave
influencer
marketing
social media
interactivity
TikTok
young
consumer
engagement Compromiso
Consumidor
Cliente
Influencers
Interactividad
Jóvenes
Marca
Marketing
Redes Sociales
Tik Tok
Cómo citar
Resumen
TikTok se ha hecho muy popular entre los consumidores jóvenes, ofreciendo una valiosa plataforma para que las marcas se
asocien con influyentes. Este artículo investiga el efecto de la interactividad de los influencers de moda en TikTok sobre la
marca y el comportamiento de los jóvenes consumidores. de los consumidores jóvenes. Los datos cuantitativos se recogieron
de 233 seguidores de influencers de moda de TikTok, utilizando la técnica de muestreo por conveniencia. de conveniencia.
Las relaciones entre las variables se comprobaron mediante el modelo de ecuaciones estructurales Smart PLS 4.0 y y el
paquete estadístico Statistical Package for the Social Sciences versión 28. Los resultados indican que la interactividad de
las personas influyentes tiene un efecto positivo y significativo en la credibilidad de la marca. efecto positivo y significativo
en la credibilidad de la marca. Además, la credibilidad de la marca influye positiva y significativamente en el compromiso de
los clientes con la marca. del cliente. El compromiso del cliente con la marca es un mediador significativo entre la imagen de
marca y la intención de compra.
El uso de personas influyentes interactivas puede mejorar la credibilidad de la marca y, a medida que ésta aumente, también
lo harán el compromiso, la imagen de marca y la intención de compra. la imagen de marca y la intención de compra. Estas
conclusiones pueden orientar a los profesionales del marketing a la hora de a la hora de elegir influenciadores interactivos
eficaces. Este estudio permite comprender mejor el impacto de la interactividad de los influyentes. que será útil para los
profesionales del marketing a la hora de desarrollar una estrategia eficaz de marketing en TikTok. Este estudio contribuye al
conocimiento de la literatura de marketing de influencers proponiendo un modelo para entender cómo la interactividad de los
influencers puede influir en los resultados de comportamiento.
Citas
Ajzen, I. and Fishbein, M. (1980). Understanding attitudes and predicting social behavior. Prentice Hall.
Arora, A., Bansal, S., Kandpal, C., Aswani, R. and Dwivedi, Y. (2019). Measuring social media influencer index-insights from Facebook, Twitter and Instagram. Journal of Retailing and Consumer Services, 49, 86-101. https://doi.org/10.1016/j.jretconser.2019.03.012
Bagozzi, R.P. and Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science, 16(1), 74-94. https://doi.org/10.1177/009207038801600107
Belanche, D., Flavián, C., Pérez-Rueda, A., and Casaló, L. V. (2021). Antecedents and consequences of fashion influencer identification: A comparative study of young consumers from Spain and Mexico. Journal of Retailing and Consumer Services, 61, 102525. https://doi.org/10.1016/j.jretconser.2021.102585
Bezjian-Avery, A., Calder, B., and Iacobucci, D. (1998). New Media Interactive Advertising vs. Traditional Advertising. Journal of Advertising Research, 38(4), 23–32.
Blasco-Arcas, L., Hernandez-Ortega, B. I., and Jimenez-Martinez, J. (2016). Engagement platforms: The role of emotions in fostering customer engagement and brand image in interactive media. Journal of Service Theory and Practice, 26(5), 559-589. https://doi.org/10.1108/JSTP-12-2014-0286
Bogoevska-Gavrilova, I. and Ciunova-Shuleska, A. (2022). Source credibility theory applied to influencer marketing. Economic Development, 24(3), 71–86. 10.55302/ed22243071bg.
Bozkurt, S., Gligor, D. M., and Babin, B. J. (2021). The role of perceived firm social media interactivity in facilitating customer engagement behaviors. European Journal of Marketing, 55(4), 995-1022. https://doi.org/10.1108/EJM-07-2019-0613
Brodie, R. J., Hollebeek, L. D., Jurić, B., and Ilić, A. (2011). Customer engagement: Conceptual domain, fundamental propositions, and implications for research. Journal of service research, 14(3), pp. 252-271. https://doi.org/10.1177/1094670511411703
Cheung, G.W. and Lau, R.S. (2008). Testing mediation and suppression effects of latent variables. Bootstrapping with structural equation models. Organizational Research Methods, 11(3), 296-325. https://doi.org/10.1177/1094428107300343
Cheung, M. L., Leung, W. K., Yang, M. X., Koay, K. Y., and Chang, M. K. (2022). Exploring the nexus of social media influencers and consumer brand engagement. Asia Pacific Journal of Marketing and Logistics, 34(10), 2370-2385. https://doi.org/10.1108/APJML-07-2021-0522
Childers, C.C., L.L. Lemon, and M.G. Hoy. (2019). #Sponsored #Ad: Agency Perspective on Influencer Marketing Campaigns. Journal of Current Issues & Research in Advertising, 40(3), 258-274. https://doi.org/10.1080/10641734.2018.1521113
Chung, S., and Cho, H. (2017). Fostering parasocial relationships with celebrities on social media: Implications for celebrity endorsement. Psychology and Marketing, 34(4), 481–495. https://doi.org/10.1002/mar.21001
Dholakia, R.R., Zhao, M., Dholakia, N. and Fortin, D.R. (2000). Interactivity and revisits to websites: A theoretical framework. RITIM Working Paper - University of Rhode Island, 2-19. https://tinyurl.com/8jcb2buc
Digital Marketing Institute (2021). Social Media Marketing: 9 of the Biggest Social Media Influencers on Instagram. Digital Marketing Institute. https://tinyurl.com/n38vr99w
Duffett, R. G. (2017). Influence of social media marketing communications on young consumers’ attitudes. Young Consumers, 18(1), 19-39. https://doi.org/10.1108/YC-07-2016-00622
Enders, C.K. (2005). An SAS macro for implementing the modified bollen-stine bootstrap for missing data: implementing the bootstrap using existing structural equation modeling software. Structural Equation Modeling: A Multidisciplinary Journal, 12(4), 620-641. https://doi.org/10.1207/s15328007sem1204_6
Fishbein, M., and Ajzen, I. (1975). Beliefs, Attitude, Intention and Behavior: An Introduction to Theory and Research. Addison-Wesley.
Fornell, C. and Larcker, D.F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50. https://doi.org/10.1177/002224378101800104
Garnès, V. (2019). What is ‘influencer interactivity’ and how can brands leverage it to their advantage?. https://tinyurl.com/m8mz4vr5
Gu, C., and Duan, Q. (2024). Exploring the dynamics of consumer engagement in social media influencer marketing: from the self-determination theory perspective. Humanities and Social Sciences Communications, 11(1), 1-17. https://doi.org/10.1057/s41599-024-03127-w
Haenlein, M., Anadol, E., Farnsworth, T., Hugo, H., Hunichen, J. and Welte, D., 2020. Navigating the New Era of Influencer Marketing: How to be Successful on Instagram, TikTok, & Co. California Management Review, 63(1), 5-25. https://doi.org/10.1177/0008125620958166
Hollebeek, L. D., Glynn, M. S., and Brodie, R. J. (2014). Consumer brand engagement in social media: Conceptualization, scale development, and validation. Journal of Marketing Research, 52(4), 559-575. 10.1016/j.intmar.2013.12.002
Hovland, C. I., and Weiss, W. (1951). The influence of source credibility on communication effectiveness. Public opinion quarterly, 15(4), 635-650. https://doi.org/10.1086/266350.
Inc. Africa (2023). TikTok is the No1 Digital Media Channel for Product Discovery in South Africa Study reveals. https://tinyurl.com/mvu2k3np
Influencer Marketing Hub (2021). The State of Influencer Marketing 2021. https://influencermarketinghub.com/the-state-of-influencer-marketing/.
Interaction Design Foundation (2023). Interactivity. https://www.interaction-design.org/literature/topics/interactivity.
Jashari-Mani, F. and Zeqiri, J. (2023). Drivers and outcomes of online customer engagement – evidence from Balkan countries. Journal of Enterprising Communities: People and Places in the Global Economy, Ahead-of-print(ahead-of-print). https://0-doi-org.innopac.wits.ac.za/10.1108/JEC-05-2023-0079
Jiménez-Marín, G.; Checa, A. (2021). Teoría y práctica del consumo. Síntesis.
Jiménez-Marín, G., Sanz-Marcos, P., and Tobar-Pesantez, L. B. (2021). Keller’s resonance model in the context of fashion branding: persuasive impact through the figure of the influencer. Academy of Strategic Management Journal, 20(6), 1-14. https://hdl.handle.net/11441/141124
Jin, S.V., Ryu, E. and Muqaddam, A. (2021). I trust what she's# endorsing on Instagram: moderating effects of parasocial interaction and social presence in fashion influencer marketing. Journal of Fashion Marketing and Management: An International Journal, 25(4), 665-681. https://doi.org/10.1108/JFMM-04-2020-0059
Jun, S., and Yi, J. (2020). What makes followers loyal? The role of influencer interactivity in building influencer brand equity. Journal of Product & Brand Management, 29(6), 803-814. https://doi.org/10.1108/JPBM-02-2019-2280
Kanaveedu, A., and Kalapurackal, J. J. (2022). Influencer Marketing and Consumer Behaviour: A Systematic Literature Review, Vision, 0(0). https://doi.org/10.1177/097226292211146
Keller, K. L. (2008). Strategic brand management: Building, measuring, and managing brand equity. Pearson Prentice Hall.
Ki, C.W.C. and Kim, Y.K. (2019). The mechanism by which social media influencers persuade consumers: The role of consumers’ desire to mimic. Psychology & Marketing, 36(10), 905-922. https://doi.org/10.1002/mar.21244
Kim, S. J., Bickart, B. A., Brunel, F. F., and Pai, S. (2012). Can your business have 1 million friends? Understanding and using blogs as one-to-one mass media. Boston U. School of Management Research Paper, 2012-13. http://dx.doi.org/10.2139/ssrn.2045346
Kim, T. and Yoon, H.J. (2023). The effectiveness of influencer endorsements for smart technology products: the role of follower number, expertise domain and trust propensity. Journal of Product & Brand Management, Vol. ahead-of-print https://0-doi-org.innopac.wits.ac.za/10.1108/JPBM-03-2023-4376
Lahuerta-Otero, E., and Cordero-Gutiérrez, R. (2016). Looking for the perfect tweet. The use of data mining techniques to find influencers on Twitter. Computers in Human Behavior, 64, 575–583. https://doi.org/10.1016/j.chb.2016.07.035
Ligaraba, N., Chuchu, T., and Nyagadza, B. (2023). Opt-in e-mail marketing influence on consumer behaviour: A Stimuli–Organism–Response (S–O–R) theory perspective. Cogent Business & Management, 10(1), 2184244. https://doi.org/10.1080/23311975.2023.2184244
Liu, S. (2021). The impact of influencer marketing on brand engagement: A conceptual framework. In 2021 4th International Conference on Humanities Education and Social Sciences (ICHESS 2021 Atlantis Press), pp. 2219-2224.
Malek, M., and Ligaraba, N. (2020). How fashion bloggers can influence Generation Y’s online behaviour. The Retail and Marketing Review. 16(1), 26-39. https://hdl.handle.net/10520/EJC-1ea7635d7b
Mariani, M.M., Styven, M.E. and Nataraajan, R. (2021). Social comparison orientation and frequency: A study on international travel bloggers. Journal of Business Research, 123, 232-240. https://doi.org/10.1016/j.jbusres.2020.09.070
McKinsey & Company. 2023. What is influencer marketing? https://tinyurl.com/3w4krr9h
Mehrabian, A., Russel, J. (1974). An Approach to Environmental Psychology. The MIT Press.
Metzger, M. J., and Flanagin, A. J. (2013). Credibility and trust of information in online environments: The use of cognitive heuristics. Journal of Pragmatics, 59, 210-220. https://doi.org/10.1016/j.pragma.2013.07.012
Moliner, M.Á., Monferrer-Tirado, D. and Estrada-Guillén, M. (2018). Consequences of customer engagement and customer self-brand connection. Journal of Services Marketing, 32(4), 387-399. https://doi.org/10.1108/JSM-08-2016-0320
Niasse, M., Zhou, L., and Mohammed, M. (2022). Research on the relationship between perceived brand globalness and brand credibility: Evidences from Senegal. International Journal of Scientific and Research Publications, 12(5), 172. http://dx.doi.org/10.29322/IJSRP.12.05.2022.p12522
Olubusola Temiloluwa, O., Usman Moyosore, T., & Tosin, B. M. (2022). Investigating the effect of sales promotion on customer patronage of household appliances within Lagos metropolis. IROCAMM - International Review Of Communication And Marketing Mix, 5(2), 119–129. https://doi.org/10.12795/IROCAMM.2022.v05.i02.07
Payne, A., Storbacka, K., Frow, P. and Know, S. (2009). Co-creating brands: diagnosing and designing the relationship experience. Journal of Business Research, 62(3), 379-389. https://doi.org/10.1016/j.jbusres.2008.05.013
Prentice, C., Han, X.Y., Hua, L.L. and Hu, L. (2019). The influence of identity-driven customer engagement on purchase intention. Journal of Retailing and Consumer Services, 47, 339-347. https://doi.org/10.1016/j.jretconser.2018.12.014
Rafaeli, S. (1988). Interactivity: from new media to communication. In R. Hawksins, J Wiemann, & S. Pingree (Eds.). Advancing Communication Science: Merging Mass and Interpersonal Processes, Newbury Park (pp. 110-34).
Rahmawati, A., Syafei, M., and Prasetiyanto, M.A. (2023). Improving speaking skills through TikTok application: An endeavor of utilizing social media in Higher Education. Journal of Languages and Language Teaching, 11(1), 137. https://e-journal.undikma.ac.id/index.php/jollt/article/view/6633
Sokolova, K. and Kefi, H., (2020). Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of Retailing and Consumer Services, 53, 101742. https://doi.org/10.1016/j.jretconser.2019.01.011
Song, J. H., and Zinkhan, G. M. (2008). Determinants of perceived Web site interactivity. Journal of Marketing, 72(2), 99–113. https://doi.org/10.1509/jmkg.72.2.99
Statista (2023). Influencer Advertising - South Africa. https://tinyurl.com/2cfupbwx .
Tafesse, W., and Wood, L. (2021). Who can be a celebrity? The construction of online celebrityhood in influencer culture. Journal of Business Research, 132, 465-475.
Tanwar, A.S., Chaudhry, H. and Srivastava, M.K. (2023). Social media influencers: literature review, trends and research agenda. Journal of Advances in Management Research, ahead-of-print. https://0-doi-org.innopac.wits.ac.za/10.1108/JAMR-10-2022-0218
Troiville, J., Hair, J. F., and Cliquet, G. (2019). Definition, conceptualization and measurement of consumer-based retailer brand equity. Journal of Retailing and Consumer Services, 50, 73-84. https://doi.org/10.1016/j.jretconser.2019.04.022
Turkle, S. (2016). Reclaiming conversation: The power of talk in a digital age. Penguin.
Vivek, S. D., Beatty, S. E., and Morgan, R. M. (2012). Customer engagement: Exploring customer relationships beyond purchase. Journal of Marketing Theory and Practice, 20(2), 122-146. https://doi.org/10.2753/MTP1069-6679200201
Wiley, D. (2021). 6 Red-Hot Influencer Marketing Predictions for 2022. FORBES. https://tinyurl.com/3mrcfs7y
Xiao, M., Wang, R., and Chan-Olmsted, S. (2018). Factors affecting YouTube influencer marketing credibility: a heuristic-systematic model. Journal of Media Business Studies, 15(3), 188-213. https://doi.org/10.1080/16522354.2018.1501146
Yu, F. and Zheng, R. (2022). The effects of perceived luxury value on customer engagement and purchase intention in live streaming shopping. Asia Pacific Journal of Marketing and Logistics, 34(6), 1303-1323. https://doi.org/10.1108/APJML-08-2021-0564
Esta obra está bajo una licencia internacional Creative Commons Atribución-NoComercial-CompartirIgual 4.0.
Derechos de autor 2024 IROCAMM - International Review Of Communication And Marketing Mix