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
N1 - Publisher Copyright:
© 2023, The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.
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
UR - http://www.scopus.com/inward/record.url?scp=85161178510&partnerID=8YFLogxK
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 -