Influence of Influencer Post Characteristics through Peripheral Routes on Behavioral Intentions of TikTok Users
Abstrak
Abstract
This study examines the influence of TikTok influencers' post characteristics on followers' behavioral intentions
through peripheral route mechanisms, using the Elaboration Likelihood Model (ELM) and the StimulusOrganism-Response (SOR) framework. By focusing on Indonesia, the country with the largest number of TikTok
users globally, this research addresses the limitations of previous studies conducted in Spain, which has a smaller
user base. The study explores how originality, quality, quantity, and humor in influencer posts impact hedonic
experiences and perceptions of opinion leadership, subsequently shaping behavioral intentions, such as the intent
to follow accounts and advice. Data was collected through a survey of 420 followers of Fadil Jaidi, a top
Indonesian TikTok influencer. The findings indicate that originality and humor significantly enhance hedonic
experiences and opinion leadership, which positively influence behavioral intentions. The study provides
theoretical contributions to influencer marketing research and practical recommendations for influencers to
optimize content strategies on TikTok.
Keywords: TikTok, influencers, post characteristics, peripheral route, behavioral intention.
Referensi
Arora, A., Bansal, S., Kandpal, C., Aswani, R., & Dwivedi, Y. (2019). Measuring social media influencer
index- insights from facebook, Twitter and Instagram. Journal of Retailing and Consumer Services, 49,
-101. https://doi.org/10.1016/j.jretconser.2019.03.012
Audrezet, A., de Kerviler, G., & Guidry Moulard, J. (2020). Authenticity under threat: When social media
influencers need to go beyond self-presentation. Journal of Business Research, 117, 557-569.
https://doi.org/10.1016/j.jbusres.2018.07.008
Barta, S., Belanche, D., Fern·ndez, A., & Flavi·n, M. (2023). Influencer marketing on TikTok: The effectiveness
of humor and followers' hedonic experience. Journal of Retailing and Consumer Services, 70.
https://doi.org/10.1016/j.jretconser.2022.103149
CasalÛ, L. V., Flavi·n, C., & Ib·Òez-S·nchez, S. (2017a). Antecedents of consumer intention to follow and
recommend an Instagram account. Online Information Review, 41(7), 1046- 1063.
https://doi.org/10.1108/OIR-09-2016-0253
CasalÛ, L. V., Flavi·n, C., & Ib·Òez-S·nchez, S. (2017b). Understanding Consumer Interaction on Instagram:
The Role of Satisfaction, Hedonism, and Content Characteristics. Cyberpsychology, Behavior, and Social
Networking, 20(6), 369-375. https://doi.org/10.1089/cyber.2016.0360
CasalÛ, L. V., Flavi·n, C., & Ib·Òez-S·nchez, S. (2020). Influencers on Instagram: Antecedents and consequences
of opinion leadership. Journal of Business Research, 117, 510-519.
https://doi.org/10.1016/j.jbusres.2018.07.005
Creswell, J. (2014). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches
(4th ed.). SAGE Publications.
DataReportal. (2024, January 31). DIGITAL 2024: GLOBAL OVERVIEW REPORT.
DataReportal. https://datareportal.com/reports/digital-2024-global-overview-report Demsar, V., Sands,
S., Rosengren, S., & Campbell, C. (2022). Ad creativity in a negative context: How a thanking message frame
enhances purchase intention in times of crisis. https://doi.org/https://doi.org/10.1016/j.jretconser.2021.102825
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLSSEM. In European Business Review (Vol. 31, Issue 1, pp. 2-24). Emerald Group Publishing Ltd.
https://doi.org/10.1108/EBR-11-2018-0203
Hair, J., Ringle, C., Danks, N., Hult, T., Sarstedt, M., & Ray, S. (2021). Partial Least Squares Structural
Equation Modeling (PLS-SEM) Using R. https://doi.org/https://doi.org/10.1007/978-3-030-80519-7
Hughes, C., Swaminathan, V., & Brooks, G. (2019). Driving Brand Engagement Through Online Social
Influencers: An Empirical Investigation of Sponsored Blogging Campaigns. Journal of Marketing, 83(5),
