THE IMPACT OF NANO INFLUENCERS ON SOCIAL MEDIA ON CONSUMER ATTITUDE AND PURCHASE INTENTION: A CASE OF TIKTOK

Abstract

TikTok influencer marketing opportunities are increasing. Within the influencer range, nano influencers are getting more attention among marketers for their impressive engagement rate from their follower base, generating positive attitude and can even lead to purchase intention. Simultaneously, it is likely that nano influencers’ promising ability can be maximized using Tiktok thanks to its algorithm. The opportunity for brand’s message to be successfully communicated and brand’s products to be sold via Tiktok nano influencer is propitious, but also highlighting the need to determine the actual efficiency of this type of influencer marketing. Here we report the characterization of a model showing the impact of nano influencers that initialize intention to buy after seeing an advertisement of their followers. This study shows that marketers can also apply the case of Tiktok nano influencers to the general attitude intention model of other forms of influencers. Furthermore, this study aims to prove that the use of nano influencers on Tiktok is efficient when brands optimize Source Credibility, Product Match-up and Meaning Transfer.