Boosting online user engagement with short video endorsement content on TikTok via the image transfer mechanism

IF 5.9 3区管理学 Q1 BUSINESS Electronic Commerce Research and Applications Pub Date : 2024-03-01 DOI:10.1016/j.elerap.2024.101379

Muhammad Dliya'ul Haq, Chao-Min Chiu

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Abstract

In today’s digital environment, influencer marketing has been established as an essential and powerful tool in promoting meaningful engagement between brands and consumers. Rooted in Social Identity Theory and Trust Transfer Theory, this study investigates how the image transfer from the influencers to the platform and product plays a critical role in boosting online user engagement with short video endorsement content. Empirically tested with 801 TikTok users, the findings reveal that the positive image of the influencer transfers to platform and product images, and show how the platform’s positive image further enhances the positive image of the endorsed product. Notably, influencer popularity serves as a moderator, intensifying image transfer effects for highly popular influencers. These mechanisms, in turn, influence online engagement intentions and such behaviors as affection, conscious attention, social connection, and enthused participation. The study presents profound theoretical and practical implications, empowering marketers to optimize influencer strategies for success in the dynamic digital landscape.

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通过图像传输机制提高 TikTok 上短视频代言内容的在线用户参与度

在当今的数字环境中，影响者营销已成为促进品牌与消费者之间有意义互动的重要而有力的工具。本研究以社会认同理论（Social Identity Theory）和信任转移理论（Trust Transfer Theory）为基础，探讨了从影响者到平台和产品的形象转移如何在提高短视频代言内容的在线用户参与度方面发挥关键作用。通过对 801 名 TikTok 用户进行实证测试，研究结果表明，影响者的正面形象会转移到平台和产品形象上，并显示平台的正面形象如何进一步提升代言产品的正面形象。值得注意的是，影响者的人气起到了调节作用，强化了高人气影响者的形象转移效应。这些机制反过来又影响了在线参与意愿以及喜爱、有意识关注、社会联系和热情参与等行为。这项研究具有深远的理论和实践意义，有助于营销人员优化影响者策略，在动态的数字环境中取得成功。

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来源期刊

Electronic Commerce Research and Applications 工程技术-计算机：跨学科应用

CiteScore

10.10

自引率

8.30%

发文量

审稿时长

63 days

期刊介绍： Electronic Commerce Research and Applications aims to create and disseminate enduring knowledge for the fast-changing e-commerce environment. A major dilemma in e-commerce research is how to achieve a balance between the currency and the life span of knowledge. Electronic Commerce Research and Applications will contribute to the establishment of a research community to create the knowledge, technology, theory, and applications for the development of electronic commerce. This is targeted at the intersection of technological potential and business aims.