Do brand influencers matter on TikTok? A social influence theory perspective

Businesses are advertising on TikTok by using brand influencers to create awareness, promote, and sell products. Using the lens of the social influence theory, this study investigated engagement, loyalty, and purchase likelihood as constructs that impact brand influencer advertising. Structural equation modeling was used to analyze data in this study. The findings showed that brand influencer impact was associated with previous engagement and purchase likelihood of TikTok users. Previous perceptions toward brand influencers did not moderate the impact of brand influencer advertising. Theoretical and managerial implications from the results are discussed, providing guidance for future research on TikTok advertising.