The Impact of YouTube and TikTok Influencers in the Customer Journey: An Empirical Comparative Study Among Generation Z Users

Paulo Duarte Silveira; Fábio Sandes; Duarte Xara-Brasil

doi:10.1007/978-981-19-9099-1_26

The Impact of YouTube and TikTok Influencers in the Customer Journey: An Empirical Comparative Study Among Generation Z Users

Paulo Duarte Silveira, Fábio Sandes, Duarte Xara-Brasil

CICANT - Centre for Research in Applied Communication, Culture, and New Technologies

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

Abstract

The present paper aims to analyze the impact of YouTubers and TikTokers influencers in the customer journey phases, among Generation Z users. To do so, a quantitative deductive empirical study was carried out. The respective data collection was made via an online questionnaire survey, obtaining a valid sample of 529 participants. The results show that both type of influencers might influence the customer journey, but mainly in the first stages of the process. It was also found that YouTubers tend to have a higher influence in each of those stages than TikTokers. Although the topic of social media influencers has already been studied in several research papers, no study was found addressing separately the stages of the customer journey decision-making process, neither comparing influencers of both platforms in that context.

Original language	English
Title of host publication	Marketing and Smart Technologies - Proceedings of ICMarkTech 2022
Editors	José Luís Reis, Marc K. Peter, José Antonio Varela González, Zorica Bogdanović
Publisher	Springer Science and Business Media Deutschland GmbH
Pages	383-394
Number of pages	12
ISBN (Print)	9789811990984
DOIs	https://doi.org/10.1007/978-981-19-9099-1_26
Publication status	Published - 2023
Event	International Conference on Marketing and Technologies, ICMarkTech 2022 - Santiago De Compostela, Spain Duration: 1 Dec 2022 → 3 Dec 2022

Publication series

Name	Smart Innovation, Systems and Technologies
Volume	337 SIST
ISSN (Print)	2190-3018
ISSN (Electronic)	2190-3026

Conference

Conference	International Conference on Marketing and Technologies, ICMarkTech 2022
Country/Territory	Spain
City	Santiago De Compostela
Period	1/12/22 → 3/12/22

Bibliographical note

Publisher Copyright:
© 2023, The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.

Funding

Acknowledgements The authors acknowledge financial support from Instituto Politécnico de Setúbal (IPS) and National Funds of the FCT–Portuguese Foundation for Science and Technology within the project “UIDB/04007/2020”. Authors also gratefully acknowledge the help of IPS Marketing Research course students in gathering the primary data.

Funders	Funder number
Fundação para a Ciência e a Tecnologia	UIDB/04007/2020
Instituto Politécnico de Viseu

Keywords

Customer journey. Social media influencers
Digital influencers
Generation Z
Social media marketing
TikTok
YouTube

Access to Document

10.1007/978-981-19-9099-1_26

Cite this

Silveira, P. D., Sandes, F., & Xara-Brasil, D. (2023). The Impact of YouTube and TikTok Influencers in the Customer Journey: An Empirical Comparative Study Among Generation Z Users. In J. L. Reis, M. K. Peter, J. A. Varela González, & Z. Bogdanović (Eds.), Marketing and Smart Technologies - Proceedings of ICMarkTech 2022 (pp. 383-394). (Smart Innovation, Systems and Technologies; Vol. 337 SIST). Springer Science and Business Media Deutschland GmbH. https://doi.org/10.1007/978-981-19-9099-1_26

Silveira, Paulo Duarte ; Sandes, Fábio ; Xara-Brasil, Duarte. / The Impact of YouTube and TikTok Influencers in the Customer Journey : An Empirical Comparative Study Among Generation Z Users. Marketing and Smart Technologies - Proceedings of ICMarkTech 2022. editor / José Luís Reis ; Marc K. Peter ; José Antonio Varela González ; Zorica Bogdanović. Springer Science and Business Media Deutschland GmbH, 2023. pp. 383-394 (Smart Innovation, Systems and Technologies).

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abstract = "The present paper aims to analyze the impact of YouTubers and TikTokers influencers in the customer journey phases, among Generation Z users. To do so, a quantitative deductive empirical study was carried out. The respective data collection was made via an online questionnaire survey, obtaining a valid sample of 529 participants. The results show that both type of influencers might influence the customer journey, but mainly in the first stages of the process. It was also found that YouTubers tend to have a higher influence in each of those stages than TikTokers. Although the topic of social media influencers has already been studied in several research papers, no study was found addressing separately the stages of the customer journey decision-making process, neither comparing influencers of both platforms in that context.",

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Silveira, PD, Sandes, F & Xara-Brasil, D 2023, The Impact of YouTube and TikTok Influencers in the Customer Journey: An Empirical Comparative Study Among Generation Z Users. in JL Reis, MK Peter, JA Varela González & Z Bogdanović (eds), Marketing and Smart Technologies - Proceedings of ICMarkTech 2022. Smart Innovation, Systems and Technologies, vol. 337 SIST, Springer Science and Business Media Deutschland GmbH, pp. 383-394, International Conference on Marketing and Technologies, ICMarkTech 2022, Santiago De Compostela, Spain, 1/12/22. https://doi.org/10.1007/978-981-19-9099-1_26

The Impact of YouTube and TikTok Influencers in the Customer Journey: An Empirical Comparative Study Among Generation Z Users. / Silveira, Paulo Duarte; Sandes, Fábio; Xara-Brasil, Duarte.
Marketing and Smart Technologies - Proceedings of ICMarkTech 2022. ed. / José Luís Reis; Marc K. Peter; José Antonio Varela González; Zorica Bogdanović. Springer Science and Business Media Deutschland GmbH, 2023. p. 383-394 (Smart Innovation, Systems and Technologies; Vol. 337 SIST).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

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Silveira PD, Sandes F, Xara-Brasil D. The Impact of YouTube and TikTok Influencers in the Customer Journey: An Empirical Comparative Study Among Generation Z Users. In Reis JL, Peter MK, Varela González JA, Bogdanović Z, editors, Marketing and Smart Technologies - Proceedings of ICMarkTech 2022. Springer Science and Business Media Deutschland GmbH. 2023. p. 383-394. (Smart Innovation, Systems and Technologies). doi: 10.1007/978-981-19-9099-1_26

The Impact of YouTube and TikTok Influencers in the Customer Journey: An Empirical Comparative Study Among Generation Z Users

Abstract

Publication series

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Bibliographical note

Funding

Keywords

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