Influencer Marketing and Personal Branding on TikTok
Author | : Ouerghi Aikel |
Publisher | : |
Total Pages | : 0 |
Release | : 2023 |
ISBN-10 | : OCLC:1407843542 |
ISBN-13 | : |
Rating | : 4/5 (42 Downloads) |
Book excerpt: As a French TikTok fitness influencer and social media manager, I am well positioned to examine the developing landscape of influencer marketing and personal branding in the fitness sector. This thesis investigates the effects of such factors on customer purchasing decisions, with a specific emphasis on supplement firms. I concentrate on TikTok, a platform that has experienced rapid growth and has become an important tool in influencer marketing. This study uses a mixed-methods approach that combines survey responses and secondary statistical data to investigate the interplay of various factors, including: the impact of increased influencer exposure on consumer purchasing decisions; the role of influencer authenticity and perceived trustworthiness; the effectiveness of utilizing TikTok's platform-specific features; and the strategic use of user-generated content and community building for brand enhancement. The study also investigates ethical issues in influencer marketing, such as transparency and disclosure. Through this research, I hope to provide a more nuanced view of TikTok's powerful position in molding consumer attitudes and behaviors in the digital marketing era of the fitness industry.