Abstract:
This research will assess the relationship between characteristics of TikTok influencers and customers’ engagement and purchase intention in the cosmetic sector, and the moderating effect of customer engagement. Credibility, expertise, attractiveness, advocacy, and trust as the main traits of key influencers are also discussed. Quantitative data was obtained via closed-ended questionnaires from 242 TikTok users which were tested using structural equation modeling. It was an establishment that influenced expertise and social advocacy greatly improved customer engagement, thereby leading to increased purchase intentions. Finally, in the case of the cluster focused on influencers, it was expertise that turned out to be the most effective characteristic, stressing the role of the knowledge and credibility of social media users in changing substantive consumer intention. Social advocacy also showed fair impact, and it is important to note consumer shift towards the ethical and socially responsible policies. On the other hand, physical attractiveness showed only a small but significant negative effect on engagement and purchase intentions, which implies that attractiveness is not enough to build relationships. Credibility and trust had therefore an insignificant and negative impact, going against classic theories on their influence in influencer marketing. The study also validates the moderation of customer engagement for expertise and social advocacy proving that its position is profound in translating the characteristics of influencers to tangible consumer actions. Considering the current themes explored in the present study and the research questions asked, the findings of this work contribute to the existing literature on influencer marketing with an emphasis on the shifting consumer concerns as manifested on TikTok. Especially, the study highlights that brands should work with influencers who are knowledgeable, genuine and passionate to ensure increased engagement and purchasing. Specific managerial insights relate to the effectiveness of using socially responsible messaging and the need to concentrate not only on the external appearance of influencers but also on their depth.
