Unravelling the Dynamics of Influencer Marketing on Social Commerce

Abstract

This research delves into the factors that contribute to the effectiveness of influencer marketing, specifically within the rapidly expanding social commerce platform. It examines how influencer characteristics like homophily, expertise, entertainment, and interactivity shape followers' experiences with review videos and perceptions of influencers. Moreover, this study particularly focuses on how these experiences shape social commerce users' reactions to review videos and their perceptions of the influencers themselves. The research further explores how these factors affect followers' willingness to heed the advice and reviews of influencers, thereby influencing brand advocacy. The research model was empirically tested using quantitative research methods on a sample of 353 active TikTok users from Vietnam. Advanced statistical techniques, including structural equation modeling, measurement instrument invariance, and multi-group analysis, were employed using the Smart PLS 4.0 software. The results of the study underscore the significance of interactivity and expertise as key influencer characteristics that shape customer experiences. These experiences, particularly in relation to review videos and the influencers themselves, were found to have a substantial impact on brand advocacy. The study concludes by offering insights to deepen the understanding of this emerging marketing phenomenon, thereby providing valuable guidance for future research and practical applications in the field of influencer marketing