000121367 001__ 121367
000121367 005__ 20241125101126.0
000121367 0247_ $$2doi$$a10.1016/j.jretconser.2022.103149
000121367 0248_ $$2sideral$$a131764
000121367 037__ $$aART-2023-131764
000121367 041__ $$aeng
000121367 100__ $$0(orcid)0000-0001-8353-3870$$aBarta, Sergio$$uUniversidad de Zaragoza
000121367 245__ $$aInfluencer marketing on TikTok: the effectiveness of humor and followers’ hedonic experience
000121367 260__ $$c2023
000121367 5060_ $$aAccess copy available to the general public$$fUnrestricted
000121367 5203_ $$aThis work examines the determinants of the success of influencer marketing on the youth-focused TikTok, the fastest growing social network. It analyses the effects of influencers' account characteristics (originality, quality, quantity and humor) on their followers' hedonic experience and perceived opinion leadership, and how these impact on their intentions to follow influencers’ accounts and advice. A survey of followers of a popular Spanish TikTok influencer showed that originality and opinion leadership play important roles and that, because TikTok is distinctive, humor increased the effectiveness of messages (through hedonic experience). Suggestions are made to advance the understanding of this novel phenomenon.
000121367 536__ $$9info:eu-repo/grantAgreement/ES/DGA-FSE/S20-20R METODO Research Group$$9info:eu-repo/grantAgreement/ES/MCIU/FPU18-02037$$9info:eu-repo/grantAgreement/ES/MCIU/PID2019-105468RB-I00
000121367 540__ $$9info:eu-repo/semantics/openAccess$$aby-nc-nd$$uhttp://creativecommons.org/licenses/by-nc-nd/3.0/es/
000121367 590__ $$a11.0$$b2023
000121367 592__ $$a2.99$$b2023
000121367 591__ $$aBUSINESS$$b8 / 304 = 0.026$$c2023$$dQ1$$eT1
000121367 593__ $$aMarketing$$c2023$$dQ1
000121367 594__ $$a20.4$$b2023
000121367 655_4 $$ainfo:eu-repo/semantics/article$$vinfo:eu-repo/semantics/publishedVersion
000121367 700__ $$0(orcid)0000-0002-2291-1409$$aBelanche, Daniel$$uUniversidad de Zaragoza
000121367 700__ $$aFernández, Ana
000121367 700__ $$0(orcid)0000-0002-1232-9706$$aFlavián, Marta$$uUniversidad de Zaragoza
000121367 7102_ $$14011$$2095$$aUniversidad de Zaragoza$$bDpto. Direc.Mark.Inves.Mercad.$$cÁrea Comerci.Investig.Mercados
000121367 773__ $$g70 (2023), 103149 [12 pp.]$$pJ. retail. consum. serv.$$tJournal of Retailing and Consumer Services$$x0969-6989
000121367 8564_ $$s1225593$$uhttps://zaguan.unizar.es/record/121367/files/texto_completo.pdf$$yVersión publicada
000121367 8564_ $$s2849681$$uhttps://zaguan.unizar.es/record/121367/files/texto_completo.jpg?subformat=icon$$xicon$$yVersión publicada
000121367 909CO $$ooai:zaguan.unizar.es:121367$$particulos$$pdriver
000121367 951__ $$a2024-11-22-11:57:46
000121367 980__ $$aARTICLE