TikTok/Douyin Use and Its Influencer Video Use: A Cross-Cultural Comparison Between Chinese and US Users

Abstract

Abstract Purpose This cross-cultural comparison study between China and the US aimed to examine the short video-sharing social media platform, TikTok/Douyin, particularly its use in the two countries. Because China and the US have some evident differences in cultural values, they are ideal for cross-cultural comparison between Western and Asian countries. Other than knowing the platform itself, how people use it, and their influencer video use, the study further explored how cultural values influenced user behaviors on TikTok/Douyin. Design/methodology/approach Two survey studies were conducted in each country. The questionnaire asked the same question but in two language versions—Chinese and English. Questions asked about participants’ demographic information, TikTok/Douyin use preference, influencer preference, and cultural values. Findings In general, Chinese participants had a more extended time experience of using Douyin, and they spent more time on Douyin every day. Participants had a different preference for influencers’ expertise on each platform. US participants favored music influencers while Chinese participants favored food influencers. Moreover, Chinese participants were more likely to be persuaded by influencers to make purchase decisions than US participants. Besides, Chinese participants claimed a higher individualism score and a lower power distance score than US participants, which contradicts with Hofstede’s original cultural scores for each country. Practical implications Marketing practitioners should consider the demographic characteristics and use preferences of TikTok and Douyin users for their marketing practices. Moreover, the cultural scores (individualism and power distance) have changed between Chinese and US participants compared to original Hofstede’s cultural scores. Besides, the study confirmed that cultural values influenced users’ TikTok/Douyin use in some conditions. Therefore, practitioners should apply the new findings when making decisions when considering cultural differences. Originality/value This is the first study to compare TikTok/Douyin use between the US and China and enhanced our understanding of Hofstede’s cultural dimensions theory. Furthermore, it demonstrates helpful and detailed information on the general platform use and how it is influenced by the cultural differences between the two countries.