Accessing the TikTok Influencer Marketing on Consumer Behavior: An Econometric Examination

Abstract

Background: This research aims to access the effect of TikTok influencer marketing on consumer behavior using econometric models. TikTok has emerged as a popular social media platform, with influencers playing a crucial role in molding consumer perspectives and purchasing decisions. However, there is a need to empirically understand the effectiveness of TikTok influencer collaborations in driving brand awareness, purchase intentions, and actual purchasing behavior. Methods: Data for this study is gathered through a survey that is conducted to TikTok users, capturing variables such as exposure to influencer collaborations, engagement with influencer content, brand recall, and trust in TikTok influencers. Demographic information (gender, age, income, education) are also collected. Econometric models, including regression and correlation analysis, are applied to examine the gathered data, and assess the relationship between TikTok influencer marketing and consumer behavior outcomes (brand awareness, purchase intentions, and actual purchasing behavior). Results: The outcomes of the econometric analysis offer valuable information into the influence of TikTok influencer marketing on consumer behavior. The research illuminates the efficacy of influencer collaborations in driving brand awareness among consumers. It also unveil the influence of TikTok influencer promotions on the inclinations of consumers to buy products or services. The findings will contribute to understanding the extent to which TikTok influencer marketing affects actual purchasing behavior. Contribution: This research addresses a research gap by investigating the influence of TikTok influencer collaborations on consumer behavior. Through an econometric analysis, it provides quantitative insights into the relationship between TikTok influencer marketing and consumer outcomes. The findings inform marketers and brands about evaluating the efficiency of TikTok influencer campaigns, aiding in the development of impactful marketing strategies. This research enhances our insights into the function of TikTok influencer marketing in molding consumer behavior and contributes to the field of social media marketing.

Received: 22 October 2023 / Accepted: 28 February 2024 / Published: 5 March 2024