The effect of influencer interactivity on customer brand engagement: An interactivity theory perspective: The effect of influencer interactivity on customer brand engagement: An interactivity theory perspective.

Abstract

TikTok has become highly popular among young consumers, offering a valuable platform for brands to partner with influencers. This paper investigates the effect of TikTok fashion influencer interactivity on brand and behavioural outcomes of young consumers. The quantitative data were collected from 233 TikTok fashion influencer followers, using convenience sampling technique. The relationships among variables were tested using structural equation modelling Smart PLS 4.0 and the Statistical Package for the Social Sciences version 28. The results indicate that influencer interactivity has a positive and significant effect on brand credibility. Furthermore, brand credibility significantly and positively influenced customer brand engagement. Customer brand engagement is found to be a significant mediate between brand image and purchase intention. Leveraging interactive influencers can enhance brand credibility, and as brand credibility increases, so will customer brand engagement, brand image and purchase intention. These findings can guide marketers to make informed decisions when choosing effective interactive influencers. This study provides a better understanding of the impact of influencer interactivity which will be helpful to marketers in developing an effective TikTok marketing strategy. This study contributes the influencer marketing literature by proposing a model to understand how influencer interactivity can influence behavioural outcomes.