Influencer Marketing on Tiktok and Instagram: Consumer Engagement and Motivations with Platforms, Influencers, and Brand-Related Content
In recent years, influencer marketing has emerged as a dominant force in the realm of digital advertising (Taylor, 2020), particularly on platforms like Instagram and TikTok. This thesis delves into the multifaceted landscape of influencer marketing, focusing specifically on its role within these two prominent social media platforms. By examining the motivations driving various stakeholders – from social media users to influencers and brands – this research aims to shed light on the underlying dynamics shaping influencer marketing effectiveness.The findings of this thesis contribute to a deeper understanding of the factors influencing the effectiveness and success of influencer marketing campaigns on Instagram and TikTok. By identifying the drivers behind user engagement, influencer partnerships, and brand collaborations, this research provides valuable insights for marketers seeking to navigate and optimize their strategies in the ever-evolving landscape of social media marketing. Ultimately, this study aims to inform best practices and foster innovation in the field of influencer marketing, with implications for both theory and practice.
Advertising, Influencer Advertising, Influencer marketing, Parasocial relationship, Public relations, Uses and Gratifications
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