Beyond the Beauty Filter: A Quantitative Study Exploring Tiktokers’ Role in Shaping Beauty Brand Image
(2024) BUSN39 20241Department of Business Administration
- Abstract
- Research Question: What is the impact of TikToker’s authenticity and quality of TikToker’s content on brand image in the beauty industry, and to what extent does the attitude towards sponsored content moderate these relationships.
Purpose: The purpose of this study is to explore the impact of TikTokers in the beauty industry on brand image, focusing on the roles of TikToker’s authenticity, quality of their content, and consumer attitudes towards sponsored content.
Methodology: A quantitative approach with a deductive research design was employed. Data was collected through a digital questionnaire shared on various social media platforms, using convenience sampling. Data was analyzed using SmartPLS software.
Findings: The study... (More) - Research Question: What is the impact of TikToker’s authenticity and quality of TikToker’s content on brand image in the beauty industry, and to what extent does the attitude towards sponsored content moderate these relationships.
Purpose: The purpose of this study is to explore the impact of TikTokers in the beauty industry on brand image, focusing on the roles of TikToker’s authenticity, quality of their content, and consumer attitudes towards sponsored content.
Methodology: A quantitative approach with a deductive research design was employed. Data was collected through a digital questionnaire shared on various social media platforms, using convenience sampling. Data was analyzed using SmartPLS software.
Findings: The study found that TikToker’s authenticity has a negative impact on the brand image in the beauty industry, however, the quality of Tiktoker’s content did not show a significant influence on brand image. The attitude towards sponsored content does not moderate the relationship between TikToker’s authenticity and brand image, the quality of content, and brand image since our findings are not statistically significant.
Theoretical Implications: This study contributes to the theoretical understanding of influencer marketing within the beauty industry on social media platforms. Our findings challenge the assumption that authenticity always enhances brand image, highlighting the dual nature of influencer marketing dynamics. Our research highlights the relationship between sponsored content and brand image, indicating that consumer attitudes toward advertising influence brand perception accordingly.
Managerial Implications: This study offers actionable insights for brands and influencers, advocating for strategic collaborations with authentic content creators aligned with brand values since transparency emerges as a critical driver of a perceived brand image. By integrating these insights into their strategies influencer marketing strategies, brands can create and maintain meaningful connections with their target audience while having mutually beneficial partnerships that can enhance overall brand perception. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9161372
- author
- Tsoulou Vasilopoulou, Eirini Maria LU and Kobylka, Daria LU
- supervisor
- organization
- course
- BUSN39 20241
- year
- 2024
- type
- H1 - Master's Degree (One Year)
- subject
- language
- English
- id
- 9161372
- date added to LUP
- 2024-06-25 13:37:43
- date last changed
- 2024-06-25 13:37:43
@misc{9161372,
abstract = {{Research Question: What is the impact of TikToker’s authenticity and quality of TikToker’s content on brand image in the beauty industry, and to what extent does the attitude towards sponsored content moderate these relationships.
Purpose: The purpose of this study is to explore the impact of TikTokers in the beauty industry on brand image, focusing on the roles of TikToker’s authenticity, quality of their content, and consumer attitudes towards sponsored content.
Methodology: A quantitative approach with a deductive research design was employed. Data was collected through a digital questionnaire shared on various social media platforms, using convenience sampling. Data was analyzed using SmartPLS software.
Findings: The study found that TikToker’s authenticity has a negative impact on the brand image in the beauty industry, however, the quality of Tiktoker’s content did not show a significant influence on brand image. The attitude towards sponsored content does not moderate the relationship between TikToker’s authenticity and brand image, the quality of content, and brand image since our findings are not statistically significant.
Theoretical Implications: This study contributes to the theoretical understanding of influencer marketing within the beauty industry on social media platforms. Our findings challenge the assumption that authenticity always enhances brand image, highlighting the dual nature of influencer marketing dynamics. Our research highlights the relationship between sponsored content and brand image, indicating that consumer attitudes toward advertising influence brand perception accordingly.
Managerial Implications: This study offers actionable insights for brands and influencers, advocating for strategic collaborations with authentic content creators aligned with brand values since transparency emerges as a critical driver of a perceived brand image. By integrating these insights into their strategies influencer marketing strategies, brands can create and maintain meaningful connections with their target audience while having mutually beneficial partnerships that can enhance overall brand perception.}},
author = {{Tsoulou Vasilopoulou, Eirini Maria and Kobylka, Daria}},
language = {{eng}},
note = {{Student Paper}},
title = {{Beyond the Beauty Filter: A Quantitative Study Exploring Tiktokers’ Role in Shaping Beauty Brand Image}},
year = {{2024}},
}