Influencer Marketing on TikTok: A Literature Review Analysis

Volume 5 Nomor 3 December 2023 Journal of Public Administration and Government j o u r n a l h o m e p a g e : : https://jurnal.fisip.untad.ac.id/index.php/JPAG Influencer Marketing on TikTok: A Literature Review Analysis Isma Azis Riu*; Irsan Radjab; Faculty of Economics and Business, Universitas Negeri Makassar, Indonesia INFO ARTICLE ∗ Corresponding author; : Keywords: effectiveness; influencer; marketing; TikTok; Trends. Page 383 of 391 ABSTRACT The purpose of this article is to conduct a systematic literature review with the following objectives: identify significant trends in influencer marketing on TikTok; compare the efficacy of influencer marketing on TikTok to that of other platforms; examine the factors that impact the success of influencer marketing campaigns on TikTok; and investigate the obstacles and prospects that brands and influencers encounter on this platform. This article provides all-encompassing analyses and practical suggestions for brands and influencers seeking to exploit TikTok's capabilities in the realm of digital marketing strategies by employing a systematic literature review approach. This research, which exclusively examines articles published from 2018 to 2023, establishes a solid groundwork for a comprehensive comprehension of influencer marketing on TikTok and provides practical recommendations for enhancing marketing endeavors on this particular platform. Volume 5 Nomor 3 December 2023 Journal of Public Administration and Government j o u r n a l h o m e p a g e : : https://jurnal.fisip.untad.ac.id/index.php/JPAG INTRODUCTION The rapid evolution of social media platforms has brought about substantial changes in the marketing landscape. In this context, influencer marketing has emerged as an essential element within digital advertising strategies (Vrontis et al., 2021). TikTok has stood out among these platforms for its distinctive structure, which resembles captivating short videos, as well as its ability to connect with a wide-ranging international audience. TikTok, boasting a global user base exceeding one billion, offers a favorable environment for brands to engage in influencer marketing with prospective consumers (Tartaraj et al., 2024). Social media, including platforms such as TikTok, has grown in popularity among marketers as a means to effectively increase brand awareness, communicate with target audiences, generate high-quality leads, and launch new products (Binti Jumali & Mustaffa, 2023). In order to maintain and increase their market share, this transition has obligated organizations to give precedence to social media as their principal marketing approach (Andon & Annuar, 2023). Notwithstanding the growing prominence of TikTok, there remains a knowledge deficit regarding the precise intricacies of influencer marketing on this particular platform. The distinctive characteristics of TikTok, including its content distribution algorithm and the predominance of Generation Z users, distinguish it from alternative social media platforms such as Instagram or YouTube (Wang, 2020). By enabling influencers to publish concise, distinctive, and innovative content on TikTok, brands can distinguish themselves from the din of social media (Wright & Cherry, 2023). Influencers on TikTok are capable of producing entertaining and thought-provoking content, which can positively affect brand image and increase brand awareness (Haenlein et al., 2020a). Through strategic partnerships with highly skilled influencers, organizations can develop impactful influencer marketing campaigns capable of achieving viral status. Furthermore, with more than one billion active users globally, influencer marketing on TikTok enables brands to reach a more extensive audience (Lim et al., 2017). TikTok's propensity for easily shareable and viral content allows for the development of attractive campaigns using creative and audience-engaging influencer marketing strategies (Vancottem & Steins, 2021). Furthermore, TikTok facilitates the dissemination of personal anecdotes and relatable narratives by influencers, thereby potentially strengthening bonds with their audience. This enables influencers to shape consumer behaviors, including online shopping behavior, and become trendsetters. Additionally, TikTok is distinct from other platforms in certain respects. TikTok, for example, allows users to publish concise and distinctive content and has an algorithm capable of amplifying viral material. As a result, TikTok serves as a highly efficient medium for the promotion of brands and products (Lim et al., 2017). Omar and Dequan's (2020) study illuminates how user personality traits and motivations influence mobile video usage on TikTok. The research elucidates the reasons why individuals engage in content creation or consumption on the platform. Gaining insight into these fundamental incentives can assist brands in customizing their influencer marketing tactics to elicit a positive response from TikTok users. Furthermore, Bhandari and Bimo (2022) examine the notion of the "algorithmized self" in relation to TikTok, emphasizing the platform's distinctive algorithmic content distribution and its impact on user engagement and selfexpression. By utilizing this understanding, brands can optimize their influencer marketing strategies by aligning content with the preferences of the TikTok algorithm, thereby expanding its reach and visibility. The issue of inadequate knowledge regarding the intricacies and efficacy of influencer marketing on TikTok motivates the research. Although numerous studies have investigated influencer marketing across different social media platforms, in-depth analysis is necessary to determine how the distinctive attributes of TikTok affect marketing strategies and results. This study aims to fill this void by presenting significant findings that can guide scholarly investigations as well as real-world implementations in the field of digital marketing. The present study organizes itself based on fundamental research inquiries to methodically pursue these objectives. Which trends and patterns are most prevalent in the literature regarding influencer marketing on TikTok? In comparison to other platforms, to what extent does influencer marketing on TikTok prove to be effective? What elements contribute to the success of TikTok influencer marketing campaigns? In the realm of TikTok, what obstacles and prospects do brands and influencers encounter? Page 384 of 391 Volume 5 Nomor 3 December 2023 Journal of Public Administration and Government j o u r n a l h o m e p a g e : : https://jurnal.fisip.untad.ac.id/index.php/JPAG The primary goal of this article is to address the existing knowledge gap regarding influencer marketing on TikTok through an exhaustive meta-analysis. This research endeavors to offer actionable recommendations and insights for brands and influencers seeking to optimize their marketing endeavors on TikTok through an examin (...truncated)