Comparing E-Commerce Micro- and Macroinfluencers in TikTok Videos: Effects of Strategies on Audience Likes, Audience Shares, and Brand Sales

Abstract

This article compares how micro- and macroinfluencers promote audience likes, shares, and brand sales in TikTok videos (Douyin in China). Using insights from the extant literature, the study examines how influencers’ charisma strategy (including attractiveness), content strategy (including message quality), and bonding strategy (audience relationship) affect audience likes, audience shares, and brand sales. The findings confirm the core tenet of charisma and content strategies. Some unexpected effects of the bonding strategy that correspond to the two (micro versus macro) influencer groups are also revealed. The salience of these strategies justifies the uniqueness of influencer marketing and helps link it to the celebrity brand endorsement literature. It also shows how microinfluencers, a topic of emerging significance, can thrive. The study provides insights for future research and industry advancement.

Keywords:

• Brand sales
• likes and shares
• microinfluencer
• persuasive strategies
• TikTok in China

Disclosure Statement

No potential conflict of interest was reported by the authors.

Additional information

Notes on contributors

Terri H. Chan

Terri H. Chan (PhD, University of Hong Kong) is an assistant professor, Chinese University of Hong Kong.

Kineta Hung

Kineta Hung (PhD, York University) is a professor, Hong Kong Baptist University.

David K. Tse

David K. Tse (PhD, University of California Berkeley) is a research fellow, Institute of Behavioural and Decision Science, University of Hong Kong.