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 - Centro de Investigação em Comunicação Aplicada, Cultura e Novas Tecnologias

Resultado de pesquisa › revisão de pares

Resumo

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.

Idioma original	Inglês
Título da publicação do anfitrião	Marketing and Smart Technologies - Proceedings of ICMarkTech 2022
Editores	José Luís Reis, Marc K. Peter, José Antonio Varela González, Zorica Bogdanović
Editora	Springer Science and Business Media Deutschland GmbH
Páginas	383-394
Número de páginas	12
ISBN (impresso)	9789811990984
DOIs	https://doi.org/10.1007/978-981-19-9099-1_26
Estado da publicação	Publicadas - 2023
Evento	International Conference on Marketing and Technologies, ICMarkTech 2022 - Santiago De Compostela Duração: 1 dez. 2022 → 3 dez. 2022

Série de publicação

Nome	Smart Innovation, Systems and Technologies
Volume	337 SIST
ISSN (impresso)	2190-3018
ISSN (eletrónico)	2190-3026

Conferência

Conferência	International Conference on Marketing and Technologies, ICMarkTech 2022
País/Território	Spain
Cidade	Santiago De Compostela
Período	1/12/22 → 3/12/22

Nota bibliográfica

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

Acesso ao documento

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

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Link to publication in Scopus

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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. Em 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).

@inproceedings{2cd29dc2b9014e13a129e7bace1c855a,

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

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.",

keywords = "Customer journey. Social media influencers, Digital influencers, Generation Z, Social media marketing, TikTok, YouTube",

author = "Silveira, {Paulo Duarte} and F{\'a}bio Sandes and Duarte Xara-Brasil",

note = "Publisher Copyright: {\textcopyright} 2023, The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.; International Conference on Marketing and Technologies, ICMarkTech 2022 ; Conference date: 01-12-2022 Through 03-12-2022",

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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. em 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).

Resultado de pesquisa › revisão de pares

TY - GEN

T1 - The Impact of YouTube and TikTok Influencers in the Customer Journey

T2 - International Conference on Marketing and Technologies, ICMarkTech 2022

AU - Silveira, Paulo Duarte

AU - Sandes, Fábio

AU - Xara-Brasil, Duarte

PY - 2023

Y1 - 2023

N2 - 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.

AB - 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.

KW - Customer journey. Social media influencers

KW - Digital influencers

KW - Generation Z

KW - Social media marketing

KW - TikTok

KW - YouTube

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U2 - 10.1007/978-981-19-9099-1_26

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

M3 - Conference contribution

AN - SCOPUS:85161178510

SN - 9789811990984

T3 - Smart Innovation, Systems and Technologies

SP - 383

EP - 394

BT - Marketing and Smart Technologies - Proceedings of ICMarkTech 2022

A2 - Reis, José Luís

A2 - Peter, Marc K.

A2 - Varela González, José Antonio

A2 - Bogdanović, Zorica

PB - Springer Science and Business Media Deutschland GmbH

Y2 - 1 December 2022 through 3 December 2022

ER -

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. Em Reis JL, Peter MK, Varela González JA, Bogdanović Z, editores, 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

Resumo

Série de publicação

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