What Makes an Influencer? Comparing U.S. and Chinese Millennial Perceptions of Brand Communication from the Most-Followed Influencers on TikTok and Douyin
Bibliographic Data
| ID | 12800736 |
|---|---|
| Authors | H P Lee (0009-0000-1585-3856, Clemson University), Virginia S Harrison (0000-0002-5859-5241, Clemson University, corresponding author), Mattie Lee (American Heart Association) |
| Year | 2024 |
| Volume | 19 |
| Issue | 1 |
| Pages | 35-53 |
| Publication date | 2024-07-30 |
| Open Access | No |
| Type | ARTICLE |
| Venue | International Journal of Strategic Communication (JOURNAL) |
| Journal identifiers | ISSN: 1553-118X • E-ISSN: 1553-1198 |
| Publisher | Taylor & Francis (PUBLISHER • GB) |
| DOI | 10.1080/1553118x.2024.2378374 |
| OpenAlex | W4401192677 |
| Language | EN |
| Citations received | 1 |
| References cited | 37 |
Millennials have become the most sought-after generation for online brand communications, which have leveraged social media influencers (SMI) as spokespeople. As communication becomes more instantaneous and global, we examine how SMIs function in two different cultures: the United States and China. Specifically, we use mixed methods to examine the content, source, and user motivations from the top 5 most-followed SMIs on TikTok and Douyin, adding to the literature on these increasingly relevant platforms. We find that SMIs incorporate brand content with personal content, and Douyin SMIs seem to have more brand communication on their pages. Additionally, through interviews with millennial-age followers, we find that SMIs have strong influence over purchasing behavior of millennials in both countries, motivating impulse buying behavior. Douyin users are drawn to live streaming and attractive visuals while TikTok users seek information and entertainment. Implications for brand communication with SMIs across cultures is discussed
Advertising · Business · Health communication · Influencer marketing · Marketing management · Perception · Communication · Digital Marketing and Social Media · Impact of Technology on Adolescents · Media Influence and Health · Psychology · Marketing
Analyzing Media Messages
Communicating Covid-19 information on TikTok
Brand Communication in Social Media
Why people use social media
The superstar social media influencer
The Hofstede model
Thematic analysis.
Why People Use TikTok (Douyin) and How Their Purchase Intentions Are Affected by Social Media Influencers in China
Explaining the success of social media with gratification niches
Influencer advertising on Instagram
The commercialization of social media stars
Disruptive versus Nondisruptive Advertising In Online Streaming Video Services
Exploring the credibility of online celebrities' Instagram profiles in influencing the purchase decisions of young female users
Uses and gratifications of social networking sites for bridging and bonding social capital
Relationship management through social media influencers
Social media influencer marketing
Who are the social media influencers? A study of public perceptions of personality
The co-evolution of two Chinese mobile short video apps
Exploring Big Data and Privacy in Strategic Communication Campaigns
A Call for Authenticity
Social Media Influencers in Strategic Communication
Social Media Influencers in Strategic Communication
Strategic Communication
Exploring the Value of Multi-Modal Corporate Influencers
A Tale of Four Platforms
| Citations per year | 1 |
|---|---|
| Citation span | 2026 - 2026 (1) |
| Highly cited | No |