121367 20250722154012.0 doi 10.1016/j.jretconser.2022.103149 sideral 131764 ART-2023-131764 eng Barta, Sergio Universidad de Zaragoza (orcid)0000-0001-8353-3870 Influencer marketing on TikTok: the effectiveness of humor and followers’ hedonic experience 2023 Access copy available to the general public Unrestricted This 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. info:eu-repo/grantAgreement/ES/DGA-FSE/S20-20R METODO Research Group info:eu-repo/grantAgreement/ES/MCIU/FPU18-02037 info:eu-repo/grantAgreement/ES/MICIU/PID2019-105468RB-I00 info:eu-repo/semantics/openAccess by-nc-nd http://creativecommons.org/licenses/by-nc-nd/3.0/es/ 11.0 2023 BUSINESS 8 / 304 = 0.026 2023 Q1 T1 2.99 2023 Marketing 2023 Q1 20.4 2023 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Belanche, Daniel Universidad de Zaragoza (orcid)0000-0002-2291-1409 Fernández, Ana Flavián, Marta Universidad de Zaragoza (orcid)0000-0002-1232-9706 4011 095 Universidad de Zaragoza Dpto. Direc.Mark.Inves.Mercad. Área Comerci.Investig.Mercados 70 (2023), 103149 [12 pp.] J. retail. consum. serv. Journal of Retailing and Consumer Services 0969-6989 1225593 http://zaguan.unizar.es/record/121367/files/texto_completo.pdf Versión publicada 2849681 http://zaguan.unizar.es/record/121367/files/texto_completo.jpg?subformat=icon icon Versión publicada oai:zaguan.unizar.es:121367 articulos driver 2025-07-22-15:35:44 ARTICLE