Articol TikTok Engagement

Electronic Commerce Research and Applications 64 (2024) 101379
Contents lists available at ScienceDirect
Electronic Commerce Research and Applications

journal homepage: www.elsevier.com/locate/elerap
Boosting online user engagement with short video endorsement content on

TikTok via the image transfer mechanism
Muhammad Dliya’ul Haq *, Chao-Min Chiu
Department of Information Management, National Sun Yat-sen University, Kaohsiung 80424, Taiwan, ROC
A R T I C L E I N F O A B S T R A C T
Keywords: In today’s digital environment, influencer marketing has been established as an essential and powerful tool in
Influencer image promoting meaningful engagement between brands and consumers. Rooted in Social Identity Theory and Trust
Platform image Transfer Theory, this study investigates how the image transfer from the influencers to the platform and product
Product image
plays a critical role in boosting online user engagement with short video endorsement content. Empirically tested
Online engagement intention
Online engagement behavior
with 801 TikTok users, the findings reveal that the positive image of the influencer transfers to platform and
product images, and show how the platform’s positive image further enhances the positive image of the endorsed
product. Notably, influencer popularity serves as a moderator, intensifying image transfer effects for highly
popular influencers. These mechanisms, in turn, influence online engagement intentions and such behaviors as
affection, conscious attention, social connection, and enthused participation. The study presents profound
theoretical and practical implications, empowering marketers to optimize influencer strategies for success in the
dynamic digital landscape.
1. Introduction on constructs like brand liking, brand awareness, and purchase intention
(e.g., Ki et al., 2020; Liu et al., 2020; Lou and Yuan, 2019; Piehler et al.,
The rise of social media platforms has revolutionized communica 2022), a significant research gap exists in understanding how influencer
tion, information exchange, and content consumption (Elshaer et al., image transfer impacts online engagement. Furthermore, the role of
2024; Zhang et al., 2023). TikTok, known for its short video format and influencer popularity and influencer-product congruence as moderators
diverse content, stands out as a major player in this transformation in this process remains largely unexplored (Martínez-López et al., 2017;
(Wahid et al., 2023; Zhang et al., 2023). In this context, the impact of Von Mettenheim and Wiedmann, 2021). Addressing these gaps is
influencers has become a powerful force in shaping consumer percep essential for comprehensive insight into the effectiveness of influencer
tions and behaviors (Hajli, 2014). Influencers have the ability to transfer marketing and the impact of such marketing on consumer engagement
their image and attributes to their followers, significantly influencing in the digital age.
engagement behavior on social media platforms (Chu and Kim, 2011). To address this research gap, this study seeks to clarify the mecha
Understanding the mechanisms behind influencer image transfer and its nisms behind the transfer of the influencer’s image (aka “influencer
impact on online engagement is critical for marketers and researchers. image transfer”) to platform and product images. We examine its impact
The effectiveness of influencer marketing strategies hinges on the on online user engagement, and investigate how perceived influencer
successful transfer of the influencer’s image to consumers, who, in turn, popularity and influencer-product congruence moderate this process.
project these attributes onto the endorsed product or service (Koay et al., Accordingly, two key research questions are formulated as follows:
2022; Wiedmann and Von Mettenheim, 2020). This image transfer
process leads to increased brand awareness, enhanced brand liking, and 1. How does the influencer’s image transfer to the platform and product
a greater propensity for purchase (Liu et al., 2020). Leveraging the image and then enhance online engagement among social media
persuasive power of influencer image transfer, marketers can shape users?
consumer attitudes and behaviors effectively (Kumar and Purani, 2018). 2. How does the roles of perceived influencer popularity and
While previous research has explored the effects of influencer image influencer-product congruence moderate the image transfer process?
* Corresponding author.
E-mail address: [email protected] (M.D. Haq).
https://doi.org/10.1016/j.elerap.2024.101379
Received 10 August 2023; Received in revised form 22 February 2024; Accepted 6 March 2024
Available online 12 March 2024
1567-4223/© 2024 Elsevier B.V. All rights reserved.
M.D. Haq and C.-M. Chiu Electronic Commerce Research and Applications 64 (2024) 101379
This study is grounded in Social Identity Theory (SIT) and Trust to the endorsed brand and the platform used for that endorsement,
Transfer Theory. SIT explains how individuals form self-concepts by which further leads to greater online engagement. Additionally,
affiliating with different social groupings (Tajfel et al., 1979). In the boundary conditions that may differentiate the image transfer processes
context of influencers, individuals identify with these influential figures, remain unexplored. Studies have recognized the criticality of congru
leading to the adoption of their behaviors and to active involvement on ence between influencers and endorsed products or services (Belanche
social media platforms (Chu and Kim, 2011). Trust Transfer Theory adds et al., 2021; Farrell et al., 2022) and the effect of influencer popularity
depth to the theoretical foundation by highlighting the transferability of on consumer responses (Lou et al., 2022), indicating that perceived
trust from one entity to another, emphasizing its role in shaping con influencer-product congruence and influencer popularity may moderate
sumer behavior (Doney and Cannon, 1997; Stewart, 2003). Through this the relationship in the image transfer stage. Therefore, there is a need to
process, the positive attributes and images associated with influencers examine the interaction effects of these factors on the image transfer
are transferred to their followers, significantly influencing subsequent process.
behavioral outcomes. Furthermore, a notable research gap exists in examining the rela
This study contributes to the theory by unraveling the intricacies tionship between online engagement intention and the various di
among influencers, products and consumers on social media. It delves mensions of online engagement behavior. While previous studies have
into the relationships between influencer image, platform image, explored dimensions such as affection, conscious attention, social
product image, and online engagement, enhancing our understanding of connection, and enthused participation (Ndhlovu and Maree, 2022;
their impacts on consumer behavior in the digital age. Additionally, by Paruthi and Kaur, 2017; Vivek et al., 2014), there is a need for a
exploring the mechanisms and boundary condition of influencer image comprehensive examination of how online engagement intention
transfer, this study provides valuable insights for marketers and prac translates into different forms of online engagement behavior. Under
titioners seeking to boost online engagement through influencer mar standing these dimensions and their relationships will provide a more
keting. This deeper understanding empowers marketers to optimize elaborate understanding of the effect of influencer image transfer on
influencer campaigns, driving greater engagement in the ever-evolving online engagement outcomes. Additionally, the prior research on image
digital landscape. transfer across different contexts, as summarized in Table 1, highlights
the need for more nuanced investigations into the mechanisms under
2. Research background and literature review lying image transfer in various marketing channels.
Table 1 also reveals evidence of further notable gaps. The extant
2.1. Research background literature on image transfer in marketing has provided valuable insights
across different contexts, including event sponsorship, celebrity
Image transfer mechanisms have received intensive study in influ endorsement, and social media influencer (SMI) endorsement. Specif
encer marketing and social media contexts. Scholars have explored the ically, the literature has focused predominantly on traditional channels,
underlying processes and factors that contribute to the transfer of the such as events and celebrities, with limited exploration in the emerging
influencer’s image from the influencer to the followers of that influencer domain of SMI endorsements. Moreover, the existing studies have often
(e.g., Ki et al., 2020; Liu et al., 2020; Lou and Yuan, 2019). However, overlooked the intricate moderating and mediating factors that influ
several research gaps warrant further investigation in this area. ence image transfer dynamics. The current study fills these gaps by
One research gap pertains to understanding the underlying mecha investigating image transfer in the context of SMIs, improving our un
nisms that determine how the influencer’s image is transferred and how derstanding of modern marketing platforms.
this transfer increases the engagement of affected social media users. Image transfer mechanism elucidation is attainable by leveraging the
Influencer image has been revealed to affect brand awareness, liking, formidable theoretical basis provided by SIT and Trust Transfer Theory,
and buying intention (Liu et al., 2020). However, little research has thus enabling a comprehensive understanding of this crucial
discussed the mechanisms by which the influencer image is transferred phenomenon.
Table 1
Prior research on image transfer.
Author(s) Source of Image Targeted Type of Image Moderator (Between Image Mediator Context
Image Transfer Transfer Parties)
Gwinner and Eaton Event Brand Inter-channel N/A N/A Event sponsorship
(1999)
Smith (2004) Event Brand Inter-channel N/A N/A Event sponsorship
Choi and Rifon Celebrity Brand Intra-channel N/A N/A Celebrity endorsement
(2012)
Chan et al. (2013) Celebrity Brand Intra-channel N/A N/A Celebrity endorsement
Kim et al. (2014) Celebrity Corporate Intra-channel N/A Social responsibility, investment Celebrity endorsement
assurance, marketing ability
Gross and Cosponsorship Brand Intra-channel Brand image fit Sponsorship property image Event sponsorship
Wiedmann
(2015)
Bergkvist et al. Celebrity Brand Intra-channel N/A Endorsement Attitude Celebrity endorsement
(2016)
De Veirman et al. Social media Brand Intra-channel Number of Followers Perceived popularity Social media influencer
(2017) influencer endorsement
Kim et al. (2017) Celebrity Brand Intra-channel Context–congruent N/A Celebrity endorsement
Kim et al. (2018) Celebrity Brand Intra-channel N/A N/A Celebrity endorsement
Boronczyk and Event Brand Intra-channel N/A Brand attitude Event sponsorship
Breuer (2021)
Rai et al. (2021) Celebrity Brand Intra-channel N/A Brand Credibility Celebrity endorsement
Tian et al. (2022) Celebrity Brand Intra-channel N/A Brand beliefs Celebrity endorsement
Notes: Inter-channel: image transfer occurs between different communication channels or platforms; intra-channel: image transfer occurs within the same commu
nication channel or platform.
2
2.2. Literature review driving consumer engagement is vital for marketers aiming to maximize
the effectiveness of influencer marketing (Haenlein et al., 2020). Ele
2.2.1. Theoretical foundation ments such as the perceived trustworthiness, expertise and attractive
This study combines two influential theoretical frameworks, SIT and ness of influencers have been found to influence consumer engagement
Trust Transfer Theory, to provide a comprehensive understanding of behaviors (AlFarraj et al., 2021; Gao et al., 2021). Additionally, the
influencer marketing dynamics. SIT, developed by Tajfel et al. (1979), popularity of SMIs plays a significant role in impacting consumer re
offers an extensive foundational theory for comprehending social in sponses and engagement levels, amplifying the effects of image transfer
fluence, emphasizing that individuals shape their self-concept and social on consumer attitudes and behaviors (Jin et al., 2019; Van Der Heide
identity through affiliations with various social groups (Terry et al., and Lim, 2016). This popularity positively influences consumers’
1999). In the context of influencer marketing, individuals identify with perception of endorsed brands and engagement with influencer-
influencers, viewing them as in-group members or representatives of generated content (Gao et al., 2021; Pradhan et al., 2023).
their desired social groups (Farivar and Wang, 2022). According to SIT, Nonetheless, in the evolving landscape of SMI marketing, it is
individuals are more likely to adopt influencer behaviors and actively essential to acknowledge potential negative consequences and chal
engage with them online when they identify with these influential fig lenges associated with this domain (Breberina et al., 2022). A significant
ures (Chu and Kim, 2011). This identification process is instrumental in issue that is common among influencers involves socially unacceptable
transferring positive attributes and images exhibited by influencers to behavior, which can substantially influence an influencer’s image
their followers, thereby influencing follower behaviors (Farivar and (Breberina et al., 2022). Personal scandals can result in reputation
Wang, 2022). damage and, further, may lead to decreased trust and credibility among
This current study employs the Trust Transfer Theory to complement an influencer’s followers (Knittel and Stango, 2014). Additionally, as
the SIT. Trust Transfer Theory, as explored by Doney and Cannon influencer marketing has expanded, concerns regarding the sincerity of
(1997), adds depth to the theoretical foundation by emphasizing the influencer recommendations and content authenticity have grown (Kim
transferability of trust from one entity to another. Trust is a pivotal and Kim, 2021b). Discerning audiences can quickly detect inauthentic
element that shapes online consumer behavior (Stewart, 2003), and this endorsements and sponsored posts, potentially affecting perceptions of
theory highlights its role in influencer marketing. It elucidates how trust an influencer’s trustworthiness and credibility, which, in turn, may
in an influencer can be transferred to the products or services they diminish the influencer’s image overall (Kim and Kim, 2021b).
endorse (Kim and Kim, 2021b). By aligning their trust in the influencer,
followers transfer this trust to the endorsed products or services, ulti 2.2.3. Influencer image
mately influencing their own engagement and purchase behavior (Kim The influencer image concept has garnered significant attention in
and Kim, 2021b). Accordingly, we extend the trust transfer concept to social media marketing research because of its critical role in shaping
propose that the image of an influencer can be transferred to the plat consumer perceptions of and attitudes toward influencers and the
forms and the products endorsed by that influencer. This dual theoret products or services the SMIs endorse (Arora et al., 2019; Hudders et al.,
ical perspective provides a holistic view of the mechanisms driving the 2021). Influencer image refers to a given influencer’s collective
impact of influencer marketing on online engagement, and the role of perception and reputation among their followers and target audience
trust in shaping consumer behavior. (Choi and Rifon, 2012; Ki et al., 2020). It encompasses various di
While SIT and Trust Transfer Theory offer valuable insights into mensions that shape consumer responses to influencers and their
influencer marketing, it is essential to note that these theories have yet to endorsed offerings (Kim and Kim, 2021a).
be extensively integrated into the context of SMI research. Despite the Scholars have emphasized the importance of various dimensions of
potential of these theories to enhance our understanding of the dynamics influencer image in driving consumer responses. Expertise, trustwor
at play in SMI, many studies have tended to focus on surface-level ob thiness, and attractiveness have been identified as crucial aspects of
servations of influencer-follower interactions (e.g., Argyris et al., 2020; influencer image (Choi and Rifon, 2012). Among the dimensions of
Farivar et al., 2021; Wies et al., 2023), often overlooking the intricacies influencer image, attractiveness stands as a crucial element that en
provided by these theories. By introducing and combining the power of compasses physical appeal and likability (Kang et al., 2019; Wied
SIT and Trust Transfer Theory in the SMI domain, this study aims to mann and Von Mettenheim, 2020). Attractive influencers are more
bridge an existing gap in the literature, providing a more comprehensive likely to attract and engage their audience, evoking positive emotions
and nuanced perspective on the mechanisms of influencer image transfer and aspirations (Ren et al., 2023). This means consumers are naturally
to the platform and product image, and the subsequent boost in online drawn to influencers who possess desirable qualities and attributes,
engagement that this transfer provides within the digital realm. making attractiveness a pivotal aspect in evaluating an influencer’s
image.
2.2.2. SMIs Trustworthiness is another significant dimension of influencer
In recent years, SMIs have become prominent figures in digital image, reflecting influencers’ perceived credibility, authenticity, and
marketing, significantly shaping consumer perceptions and behaviors reliability (AlFarraj et al., 2021). Trustworthy influencers are regarded
(Barta et al., 2023; Lou et al., 2022; Van der Bend et al., 2023). These as knowledgeable, transparent and dependable sources of information
influencers are valued for their expertise, authenticity, and relatability, (AlFarraj et al., 2021). Consumers have confidence in these influencers
and have amassed sizable followings on platforms like TikTok (Barta and are therefore more likely to engage with their content and then want
et al., 2023; Brooks et al., 2021). Influencer based marketing has gained to follow their suggestions (Wiedmann and Von Mettenheim, 2020).
recognition as an effective strategy by which to engage specific target Expertise is a vital dimension of influencer image that pertains to
audiences (Pradhan et al., 2023). Previous research has explored the influencers’ perceived knowledge, competence and authority in specific
impact of influencer image and endorsements on consumer outcomes domains (Wiedmann and Von Mettenheim, 2020). Expert influencers
such as brand awareness, liking, and purchase intention (Ki et al., 2020; are considered as credible information sources and opinion leaders
Liu et al., 2020; Lou and Yuan, 2019), highlighting the influencers’ (Casaló et al., 2020). Consumers rely on the expertise of these social
persuasive power when there is congruence between the influencer, the media platform influencers to guide their decisions, and seek recom
endorsed product and/or service, and the intended audience (Argyris mendations on products or services (Ladhari et al., 2020). This means
et al., 2020; Kim and Kim, 2021a). influencers’ expertise—reflecting knowledge, competence and authority
Consumer engagement with influencers in social media involves in specific domains—establishes them as credible information sources
interactive behaviors like liking, sharing, commenting and active and opinion leaders, fostering consumer reliance on them for informed
participation (Kabadayi and Price, 2014). Understanding the factors decision-making and product or service recommendations.
3
As influencers play a pivotal role in shaping consumer perceptions, social media platform (Ho et al., 2022). It encompasses various aspects,
their image (e.g., attractiveness, trustworthiness and expertise) (Choi such as functionality, user interface, content quality, community atmo
and Rifon, 2012; Wiedmann and Von Mettenheim, 2020), has a strong sphere, and overall user experience (Voorveld et al., 2018). Social media
impact on consumer responses and content engagement. Influencers’ platform image represents the cognitive image that users form about the
images attract consumers via the crucial aspects of the image, resulting platform based on their interactions, experiences and observations within
in favorable online engagement (Ladhari et al., 2020). the platform environment (Ho et al., 2022). The aforementioned studies
indicated that platform image plays a critical role in shaping users’ atti
2.2.4. Online engagement tudes, behaviors and engagement in regard to the platform.
In the context of social media, online engagement encompasses users’ Product image, also referred to as brand image or brand perception,
intentions and a range of interactive behaviors that users exhibit while is a fundamental concept in marketing that encompasses consumers’
interacting with digital content and SMIs. Online engagement intention perceptions, beliefs and associations with a particular product or brand
reflects users’ willingness and predisposition to engage with content, (Aaker, 1997; Keller, 1993). It represents consumers’ overall impression
influencers or brands on social media, signifying their motivations and of a product and encompasses various dimensions, such as quality,
conscious choice to participate (Pentina et al., 2018). It plays a pivotal reliability, innovation, and brand personality (Kapferer, 2012; Yoo et al.,
role in determining the extent of interaction and participation on social 2000). The formation of a product image is influenced by multiple fac
media platforms (Kujur and Singh, 2017). While distinct, the relationship tors, namely marketing communication, product attributes, brand
between online engagement intention and behavior is dynamic, with reputation, and consumers’ personal experiences (Chaudhuri and Hol
intention shaping behavior, but external factors and platform usability brook, 2001; Kotler et al., 2018).
influence the extent to which intentions are enacted (Kang et al., 2021). As influencers hold a position of influence within the social media
Understanding this interplay is crucial if we are to comprehend the platform (Chu and Kim, 2011), their image has the potential to be
complexities of online engagement dynamics in the digital age. transferred to both the platform itself and the associated product. Pre
In contrast, online engagement behavior reflects the actual actions vious research has shown that influencers have the ability to shape the
taken by users on social media platforms, reflecting their interaction image of the platform through their content and interactions with their
with content and influencers (Hollebeek et al., 2014; Martínez-López followers (Ho et al., 2022; Sokolova and Kefi, 2020). Influencers are seen
et al., 2017). It encompasses various dimensions that reflect users’ as credible sources of information and as opinion leaders, and their
emotional, cognitive and behavioral responses within digital space image can significantly impact consumers’ perceptions of the brands
(Martínez-López et al., 2017). One such dimension is conscious atten they endorse (Casaló et al., 2020). The image of the social media plat
tion, which refers to how individuals focus their mental resources and form plays a substantial role in forming consumers’ perceptions and
concentration on online content or activity (Vivek et al., 2014). attitudes toward brands that are present on that platform (Ho et al.,
Conscious attention reflects users’ conscious awareness and cognitive 2022; Wahid et al., 2023). Since influencers are influential entities with
processing of the information (Paruthi and Kaur, 2017). their own brand identity on the platform, their image holds the power to
Another dimension of online engagement behavior is affection, shape not only the platform’s image but also the users’ perception of the
which relates to users’ emotional responses and attachments to the on associated brand. With this understanding, this study presents the
line environment (Hollebeek et al., 2014). Affection reflects users’ following compelling hypotheses to examine the transfer of the influ
enjoyment, satisfaction, and positive affect toward the online content, encer’s image to both the platform and product:
platform or community (Paruthi and Kaur, 2017). It encompasses such
H1. A positive influencer image will lead to a more favorable perception
emotions as excitement, happiness and pleasure that users experience
of the platform, resulting in a positive impact on the platform’s image.
while engaging online (Hollebeek et al., 2014; Ndhlovu and Maree,
H2. A positive influencer image will lead to a more favorable perception
2022; Paruthi and Kaur, 2017).
of the endorsed product, resulting in a positive impact on the product’s
Enthused participation is another critical dimension of online
image.
engagement behavior. It captures users’ active involvement, contribu
H3. A positive image of the platform will lead to a more favorable
tion and participation in online discussions, activities, and communities
perception of products associated with the platform, resulting in a positive
(Vivek et al., 2014). Enthused participation reflects users’ willingness to
impact on the products’ image.
contribute their thoughts, opinions and knowledge, and their active
participation in collaborative efforts, cocreation, and user-generated
content (Paruthi and Kaur, 2017). It includes actions, such as com 3.2. Platform image and online engagement intention
menting, sharing, creating content, and participating in online discus
sions and forums (Paruthi and Kaur, 2017; Schultz, 2017). Social media platforms serve as interactive spaces where individuals
Social connection is an essential aspect of online engagement and firms engage in the sharing of information (Mortimer et al., 2024).
behavior, highlighting users’ desire for social interaction, connections The influence wielded by users of these platforms (including popular
and relationships in online spaces (Vivek et al., 2014). Social connection social media accounts on Instagram, TikTok and YouTube on individual
encompasses users’ efforts to connect, network, and establish relation purchasing behavior has been widely acknowledged (Al-Kfairy et al.,
ships with others, including peers, influencers and like-minded in 2024; Sokolova and Kefi, 2020; Wahid et al., 2023). In today’s digital
dividuals (Paruthi and Kaur, 2017). It reflects users’ engagement in landscape, a multitude of social media platforms (e.g., Instagram,
social activities, seeking social support, and building social capital Twitter, YouTube, Facebook, LinkedIn, TikTok, etc.) have emerged as
within the online community (Ndhlovu and Maree, 2022). key advertising channels facilitating the promotion and distribution of
various products and services (Al-Kfairy et al., 2023; Haenlein et al.,
3. Hypotheses and research model 2020). Moreover, platforms like Reddit and blogs have also become
integral parts of this ecosystem (Iankova et al., 2019). These social
3.1. Image transfer media platforms provide advertising options that enable marketers to
reach a wide audience and provide convenient online purchase oppor
This study focuses on the multidimensional aspects of influencer tunities for consumers (Al-Kfairy et al., 2022; Shuhaiber et al., 2022).
image—specifically attractiveness, trustworthiness and expertise (Choi However, to date, no study has specifically examined the impact of
and Rifon, 2012),as key measures to assess the impact of the influencer’s platform image on online engagement intention.
image on the platform and product image. Platform image refers to users’ Previous studies have emphasized the significance of social media
perceptions, ascribed reputation, and overall impression of a particular platform image in influencing online engagement. For instance, ina
4
positive platform image has been shown to create a favorable environ Furthermore, numerous studies have demonstrated how online
ment that attracts and retains users, fostering higher engagement engagement intention leads to positive outcomes. For instance, prior
(Hollebeek and Macky, 2019). In addition, for users, a positive platform research has revealed that engagement intention has a positive influence
image enhances trust, satisfaction, and perceived value, leading to a on brand attitude (Yang et al., 2017) and brand engagement (Högberg
more positive attitude toward the platform (Ramadan et al., 2018). et al., 2019). Moreover, within the online context, prior research has
Users who perceive a platform positively are more likely to feel con underscored the significance of users’ intentions in shaping their actual
nected to and engaged with the content and the platform community, engagement behaviors on digital platforms (Ndhlovu and Maree, 2022;
resulting in higher levels of online engagement (Hollebeek and Macky, Paruthi and Kaur, 2017). Online consumers who are highly intent on
2019). Given that the extant literature has emphasized the significance engaging with online activities on digital platforms are more likely to
of platform image in influencing online engagement, this study con exhibit diverse forms of online engagement behavior, including affec
tributes by proposing the following hypothesis: tion, conscious attention, social connection and enthused participation
(Lim et al., 2021). Accordingly, this study introduces a series of hy
H4. A positive image of the platform used by the influencer for
potheses that center on exploring the influence of online engagement
endorsement will lead to higher online engagement intention.
intention across these diverse dimensions of online engagement
behavior.
3.3. Product image and online engagement intention
H6. Online engagement intention has a positive influence on online
engagement behavior. Particularly:
In the influencer marketing context, the impact of the product image
H6a. Online engagement intention has a positive influence on conscious
on online engagement intention has been a subject of interest in previous
attention.
research. For instance, previous studies have indicated that consumers’
H6b. Online engagement intention has a positive influence on affection.
perceptions and attitudes toward a product can significantly influence
H6c. Online engagement intention has a positive influence on enthused
their intention to engage with online content related to that product
participation.
(Estrella-Ramón et al., 2019; Kumar et al., 2016). A favorable product
H6d. Online engagement intention has a positive influence on social
image can evoke emotional responses and a sense of affinity toward the
connection.
product, prompting consumers to express their positive feelings through
engagement actions such as sharing, liking and commenting on related
content (Kabadayi and Price, 2014; Schultz, 2017). Moreover, product 3.5. Moderation effect of influencer popularity
image can be persuasive, influencing consumers’ perception of the value
and benefits they can gain from engaging with the product and related The concept of influencer popularity, which refers to the extent of an
content (Kumar et al., 2016; Van Doorn et al., 2010). Consumers are influencer’s reach, following, and social influence, has emerged as a
more likely to engage with product-related content they perceive as critical factor in the effectiveness of influencer marketing (Barta et al.,
offering valuable information, entertainment or social connection. 2023). Numerous studies have demonstrated the impact of influencer
Therefore, the following hypothesis is proposed: popularity on a variety of consumer outcomes (Djafarova and Rush
worth, 2017; Pittman and Abell, 2021). The popularity of influencers
H5. A positive image of the product endorsed by the influencer will lead to
has been identified as a critical factor influencing consumer responses
higher online engagement intention.
and engagement (Lou et al., 2022). When an influencer is famous, their
image and content are more widely disseminated and have a greater
3.4. Online engagement intention and online engagement behavior impact on their audience (De Veirman et al., 2017). Popular influencers
with an enormous following and greater social influence are more likely
Online engagement intention refers to individuals’ willingness and to have a more substantial impact on shaping the image of the platform
inclination to participate actively and engage with content, discussions, because of their wider reach and persuasive power.
and activities on digital platforms (Hollebeek et al., 2014; Van Doorn Furthermore, influencers’ popularity is closely associated with their
et al., 2010). It encompasses various forms of engagement, including credibility and expertise, which can positively influence consumer per
liking, sharing, commenting, and actively contributing to online com ceptions of the endorsed product (Djafarova and Rushworth, 2017; Lou
munities and discussions (Kabadayi and Price, 2014; Schultz, 2017). et al., 2022). Consumers are more inclined to transfer positive attributes
Online engagement intention is a crucial aspect of user behavior in the from popular influencers to the brand, leading to a stronger association
digital era, as it reflects users’ motivation to engage with online content between influencer image and product image. Accordingly, this study
and connect with others in the virtual environment (Cheung et al., proposes the following hypotheses to investigate how influencer popu
2015). larity moderates the relationship between influencer, platform and
A number of studies have demonstrated a positive correlation be product images.
tween online engagement intentions and subsequent behaviors. For
H7. The effect of influencer image on (H7a) platform image and (H7b)
instance, research on social media platforms has revealed that users with
product image will be stronger when the influencer is popular rather than
a strong intention to engage via actions like sharing, liking, and com
unpopular.
menting on content are more likely to exhibit these behaviors (Schultz,
2017). Similarly, online brand communities have demonstrated that
users with higher levels of engagement intention tend to participate 3.6. Moderating effect of influencer-product congruence
more actively in discussions, contribute user-generated content, and
foster social connections (Ndhlovu and Maree, 2022). The notion of influencer-product congruence refers to the perceived
The dimensions of online engagement behaviors (e.g., affection, congruence or alignment between the influencer’s value and image and
conscious attention, social connection, and enthusiastic participation) the attributes of the product or brand they endorse (Belanche et al.,
have been investigated (Hollebeek et al., 2014; Vivek et al., 2014). Users 2021). When consumers perceive congruence or a fit between an
who have higher levels of engagement intention are more likely to focus influencer and a product’s image, it enhances the product’s image and,
their attention on online content, like the content, express emotional in turn, positively influences their attitude toward the product and their
attachment to it, actively participate in online activities, and seek social intention to purchase it (Choi and Rifon, 2012). Similarly, further
interactions on digital platforms (Paruthi and Kaur, 2017; Vivek et al., studies have revealed that the congruence or fit between the influencer
2014). and the endorsed brand or product is a crucial factor in influencing
5
consumers’ attitudes and intentions to purchase (Lee et al., 2022; and online engagement behavior. Recent studies have highlighted the
McCormick, 2016). Influencers who align well with the product or brand growing importance of TikTok as a powerful marketing platform and
they endorse are perceived as more credible and authentic (Belanche have noted its effectiveness in promoting products and services through
et al., 2021), leading to a stronger transfer of their image to the brand. influencer marketing (see Barta et al., 2023; Haenlein et al., 2020; Van der
The extant research on influencer marketing has identified a strong Bend et al., 2023; Wahid et al., 2023; Yang and Ha, 2021).
link between the product’s image and the image of the influencer
endorsing the product. When an influencer is seen as a natural fit or 4.2. Pilot study
congruent with the endorsed product, their image may positively rein
force the product’s image and positioning in the minds of consumers The pilot study followed a methodology similar to the earlier
(Belanche et al., 2021; Breves et al., 2019). Consequently, it is reason research by Kamins and Gupta (1994), which aimed to select Indonesian
able to suggest that the impact of influencer image on product image will TikTok influencers and design stimuli for the primary survey, focusing
be more substantial when there is a high level of congruence between on perceived influencer-product congruence and perceived influencer
the influencer and the product being promoted. In contrast, when there popularity. Unlike this prior study that utilized static images, which may
is incongruence between the influencer and the promoted product, not capture the full range and richness of perceptions, this current study
consumers may view the endorsement as less authentic, negatively adapts to the contemporary context by incorporating short videos
impacting the level image transference. Existing studies, such as Mishra (Rossetti and Hurtubia, 2020). This shift aims to capture the dynamic
et al. (2015) and Kim and Kim (2021a), support the assumption that nature of influencer interactions on TikTok. One hundred twenty-four
higher influencer-product congruence strengthens the positive impacts participants assessed the top 20 Indonesian TikTok influencers’ famil
of influencer endorsement, emphasizing the importance of alignment iarity based on names derived from AJ Marketing (2023). This adapta
between influencers and products. Furthermore, prior studies have tion ensures relevance and addresses potential limitations, offering a
provided evidence that when suitably managed, influencer-product more contextually appropriate approach in today’s dynamic digital
congruence does not necessarily result in overexposure (e.g., Lee landscape.
et al., 2022; Pradhan et al., 2016) but instead serves a vital role in Participants were asked to rate their familiarity with each influencer,
moderating the relationship between influencer image and subsequent providing a rating on a scale from 1 (“Very unfamiliar”) to 7 (“Very
outcomes (Choi and Rifon, 2012). This, in turn, contributes to the familiar”). Based on the pilot study results, TikTok influencers were
effectiveness of the endorsements and native advertising (Lee et al., categorized into four groups: very unpopular (average score < 2.5),
2022). Hence, this study proposes the following hypothesis: unpopular (average score 2.5 to < 4), popular (average score 4 to < 5.5),
and very popular (average score ≥ 5.5). As a result, two TikTok influ
H8. The effect of influencer image on product image will be stronger when
encers were identified: Atta Halilintar, the most popular influencer (M
the influencer-product congruence is high rather than low.
= 6.07), and Izzky Alvaro, the least popular influencer (M = 1.51).
Based on a comprehensive review of the relevant literature and the Regarding influencer-product congruence, participants were pre
development of hypotheses, the current study introduces a novel sented with various product options and asked to indicate the level of
research model, as depicted in Fig. 1. congruence between each product and the selected influencer. A
smartphone was perceived as highly congruent, whereas a laptop was
4. Methods perceived as having low congruence with the influencer. Furthermore,
participants provided information on the appropriate brand for each
4.1. Research design product, revealing that Samsung was the preferred brand for the
smartphone and Asus for the laptop. The insights gained from this pilot
This study employed a field study based on TikTok users, integrating study were instrumental in completing the preliminary stimuli design (i.
multiple data collection methods, including a pilot study, focus groups, e., short video endorsement format) used in the primary survey,
and surveys. TikTok has grown in popularity as a notable platform for enabling this study to assess perceived influencer-product congruence
influencer marketing practices (Haenlein et al., 2020), and its unique and and influencer popularity.
engaging format of short-form videos has captivated a massive user base Concerning verification of the naturalness of the design of the
(Wahid et al., 2023). This makes it an ideal context in which to examine stimuli, this study conducted a focus group discussion (FGD) with nine
the image transfer mechanisms and their influence on brand perceptions Indonesian TikTok users. Participants reviewed four stimulus designs
Fig. 1. Research Model.
6
with 2 (influencer popularity: popular vs. unpopular) × 2 (influencer- Table 2

product congruence: high vs. low) between-subjects designs during the Operationalization of variables.
FGD. Participant ratings ranged from 1 (“Very unnatural”) to 7 (“Very Variable Operationalization Sources
natural”) for how well the designs represented actual TikTok short video
Influencer Image The perceived image of the influencer Arora et al. (2019)
endorsements by influencers. Each proposed stimuli design was evalu encompasses characteristics such as and Hudders et al.
ated and received feedback, with an average score over six, demon credibility, attractiveness and (2021)
strating a high resemblance to real short video endorsements by expertise.
influencers on TikTok. FGD insights helped refine stimuli design by Platform Image The online platform’s perceived image Ho et al. (2022)
includes trustworthiness, usability and
incorporating participant feedback and suggestions. overall appeal.
Product Image The cognitive representation of the Aaker (1997) and
4.3. Measures product in the consumer’s mind Keller (1993)
encompasses perceptions of quality,
value, and brand association.
This study used measurement items from established literature, with
Online The individual’s intention to actively Hollebeek et al.
minor adjustments to ensure their relevance to the current investigation. Engagement engage with online content (2014)
Specifically, the influencer’s image, measured across three dimensions, Intention encompasses liking, commenting and
was evaluated using five items for each dimension, in which attrac sharing.
tiveness, trustworthiness and expertise were assessed using items from Online Users’ active involvement and Vivek et al. (2014)
Engagement interaction with digital content,
Ohanian (1990) and Spry et al. (2011). The platform image was Behavior including dimensions such as
measured with six items from Hsieh and Li (2008) and Park (2007), conscious attention, affection,
while the product image utilized five items from Salinas and Pérez enthused participation, and social
(2009). Online engagement intention incorporated eight items from connection.
Conscious The degree of focused cognitive Vivek et al. (2014)
Sprott et al. (2009). Online engagement behaviors— specifically
Attention processing of online content represents
conscious attention, and enthused participation—were based on six the user’s cognitive engagement.
scale items from Vivek et al. (2014). Social connection was also exam Affection The emotional connection or positive Hollebeek et al.
ined with three items from (Vivek et al., 2014), while affection was feeling evoked by online content (2014)
measured with six items from. Additionally, influencer popularity and reflects the user’s affective
engagement.
product congruence were measured using three items from Simonin and Enthused The enthusiastic involvement and Vivek et al. (2014)
Ruth (1998) and four items fromChoi and Rifon (2012), respectively. Participation active participation with online
Please refer to Table 2 for the operationalization of variables, and content indicate the user’s behavioral
Table 5 for the details of the measurement scale item. engagement.
Social Connection The extent to which online content Vivek et al. (2014)
Depending on how each measure captures distinct aspects of a pri
facilitates social interactions and
mary construct, the operationalization of the constructs presented in connections reflects the user’s social
Table 2 might be either reflective or formative (Diamantopoulos and engagement.
Siguaw, 2006). Seven fundamental distinctions between reflective and Influencer The degree to which an influencer is Jin et al. (2019)
formative conceptions have been mentioned by, including measurement Popularity perceived as popular is based on
factors such as follower count, likes
error, error terms, causal priority, internal consistency, identification, and overall online presence.
measurement interchangeability, and corrections. Accordingly, plat Influencer- The perceived fit or alignment Kim and Kim
form image, product image, online engagement intention and online Product between the influencer’s brand and (2021a)
behavioral engagement are considered formative constructs, consid Congruence the promoted product indicates a
match in image and values.
ering their unique characteristics based on the mentioned distinctions.
In contrast, the constructs of influencer image (i.e., attractiveness,
trustworthiness and expertise) are conceptualized as reflective con established random assignment method for group comparability (Cook
structs. In addition, influencer image (i.e., attractiveness, trustworthi et al., 2002). This process minimized selection bias and boosted internal
ness, and expertise) and perceived influencer-product congruence validity, aligning with established experimental research standards
constructs were rated using a five-point Likert scale to capture the (Maxwell et al., 2017; Rosenthal and Rosnow, 2008). Convenience
measurements. The remaining constructs were assessed using a seven- sampling was chosen for its practical advantages in the context of this
point Likert scale. study, where accessibility to a specific population can be challenging
(Winton and Sabol, 2022). This approach allows for efficient data
4.4. Data collection collection, acknowledging the practical constraints of reaching a diverse
audience within the rapidly evolving landscape of social media (Winton
Multiple steps were taken to ensure translation quality and cross- and Sabol, 2022). Eligible participants were identified through
cultural equivalence for the Indonesian survey. English items were screening questions, ensuring their recent engagement with TikTok
collected from previous studies. A pilot test was conducted to evaluate short video endorsements, and facilitating a more targeted representa
the measurement items’ comprehensiveness, clarity, and psychometric tion within the sample. To ensure a higher response rate, data collection
properties, adhering to the guidelines suggested by Bergkvist and Eisend was facilitated by a marketing research firm, which provided an online
(2021) for the psychometric assessments. Subsequently, to mitigate the research panel in Indonesia. In addition, participants were encouraged
risk of potential misunderstandings, a professional linguist translated to complete the questionnaire through e-money incentives, resulting in
the questionnaire into Bahasa Indonesia, ensuring respondent compre 801 valid responses. The demographic profiles of respondents are
hension. The back-translation of the final items into English, which also summarized in Table 3.
employed the expertise of professional linguist services, showed no Table 3 presents the demographic profile of the respondents. Among
significant semantic differences. A pretest with 30 university students the participants, 52.4 % identified as male (n = 420) and 47.6 % as female
experienced in using TikTok confirmed the instrument’s reliability and (n = 381). Most respondents fell within the 18–24 age group (n = 541;
validity, as Cronbach’s alpha values exceeded 0.7 (Hair et al., 2017). 67.5 %) or the 25–30 age group (n = 250; 31.2 %). In regard to education,
This study further utilized an online survey to complete a primary a significant proportion had completed Senior High School (n = 469; 58.6
survey to gather data from Indonesian TikTok users within a scenario- %), followed by Bachelor’s degree (n = 311; 38.8 %). Regarding monthly
based field survey with a 2 × 2 factorial design, applying a well- income, the majority reported earning either less than USD 300 (n = 458;
7
Table 3 Table 4
Demographic information of the respondents. One-way Anova results.
Measured items Freq. (n = 801) Percent (%) Category Mean F ρ-value
Gender Influencer popularity
Male 420 52.4 Popular 6.23 14268.74 0.000
Female 381 47.6 Unpopular 1.36
Age Influencer-product congruence
18–24 years 541 67.5 Congruence 3.69 891.45 <0.001
25–30 years 250 31.2 Incongruence 1.92
>30 years 10 1.2
Education
Senior high school 469 58.6 showed that participants perceived the Samsung smartphone (M = 3.69)
Bachelor’s degree 311 38.8 to be significantly more congruent compared to the Asus laptop (M =
Master’s degree 8 1.0 1.92; F = 891.45, ρ-value < 0.001), successfully validating the
Others 13 1.6
influencer-product congruence manipulation.
Monthly income
<USD 300 458 57.2
USD 300–600 332 41.4 5. Data analysis results and discussion
USD 600–1,000 11 1.4
TikTok usage experience
In analyzing empirical data, this study utilized a two-stage approach
3–6 months 8 1.0
6–12 months 118 14.7 following well-established procedures suggested by Anderson and
More than 12 months 675 84.3 Gerbing (1988). The initial stage of the study was an analysis of the
TikTok daily usage freq. measurement model, intending to evaluate the reliability and validity of
Low 1 0.1 the measures. This analysis was conducted prior to investigating the
Moderate 117 14.6
structural relationships between the latent constructs. SmartPLS 4.0 was
High 683 85.3
utilized to perform the analysis, a versatile tool known for its capability
to model latent constructs as either formative or reflective indicators.
57.2 %) or USD 300–600 (n = 332; 41.4 %). Regarding TikTok usage, One of the significant advantages of using SmartPLS is its flexibility, as it
most respondents had experience using the platform for over one year (n places minimal restrictions on aspects such as measurement scales,
= 675; 84.3 %) or between 6 and 12 months (n = 118; 14.7 %). Notably, a sample size and residual distribution (Urbach and Ahlemann, 2010).
substantial number of participants reported a high frequency of daily
TikTok use (n = 683; 85.3 %), while others described moderate daily 5.1. Measurement model analysis
usage (n = 117; 14.6 %). These demographic characteristics aligned with
those of prior studies investigating TikTok users (e.g., Barta et al., 2023; This study operationalizes influencer image as a formative second-
Haenlein et al., 2020; Van der Bend et al., 2023; Wahid et al., 2023; Yang order construct for three key reasons (Petter et al., 2007). First, per
and Ha, 2021), affirming the representativeness of the respondent sample the conceptual definition, attractiveness, trustworthiness, and expertise
in this study. Additionally, we used Mann–Whitney U tests (for collectively constitute the image rather than vice versa. Second, these
nonparametric data) to examine the differences between the four attributes are distinctly unique and noninterchangeable. Third, they are
experiment groups regarding respondents’ demographics (i.e., age, theoretically independent and display low correlation. To approximate
gender, education, monthly income, TikTok usage experience, TikTok the second-order construct (i.e., influencer image), the repeated in
daily usage frequency). The nonparametric Kruskal–Wallis test was dicators approach was employed for its straightforward implementation
employed to compare four different groups. The results indicated no (Chin et al., 2003). This approach directly assesses the second-order
significant differences at α = 0.05, with p-values ranging from 0.076 to construct by utilizing observable variables representing all first-order
0.665. We therefore concluded the comparability of the sample groups in constructs. The standard Partial Least Squares (PLS) algorithm can
our 2 × 2 factorial design. adequately estimate the model, even when manifest variables are
repeated (Chin et al., 2003). It is important to note that the repeated
4.5. Manipulation check indicators approach requires including approximately the same number
of indicators for each construct. This approach leads to an R2 value of 1.0
This study administered a postexperimental online questionnaire to for formative second-order constructs.
assess the manipulation check, focusing on two influencers (one popular
and one unpopular) and two levels of influencer-product congruence 5.1.1. Exploratory factor analysis (EFA)
(high and low) to evaluate the moderating effects of linking influencer Before carrying out the EFA, we ensured that the dataset met the
image to platform and product image. appropriate sample size criteria (De Winter et al., 2009). In all instances,
To represent influencer popularity, this study selected “Atta Hal the Kaiser Meyer–Olkin value is between the threshold (i.e., 0.8–1.0),
ilintar” as a popular influencer and “Izzky Alvaro” as an unpopular and Bartlett’s sphericity test revealed statistically significant results (ρ
influencer based on the earlier pilot study. Two manipulation checks < 0.005) for all dimensions. For the second-order construct of influencer
were conducted to ensure the efficacy of the selection (see Table 4). image, individual EFAs were performed for each dimension (i.e.,
Participants were asked to rate three items regarding the popularity of attractiveness, trustworthiness and expertise). Additionally, a principal
each influencer on a scale from 1 (very unpopular) to 7 (very popular) in component of EFA using varimax rotation was conducted (Netemeyer
Indonesia. The one-way analysis of variance revealed that Atta Hal et al., 2003). The EFA results confirmed that the number of factors
ilintar (M = 6.23) was perceived as significantly more popular than aligned with the considered latent variables, and the explained variance
Izzky Alvaro (M = 1.36; F = 14268.74, ρ-value < 0.001), successfully exceeded the threshold of 0.5 for all instances. Notably, all indicators
validating the influencer popularity manipulation. exhibited statistical significance, as evidenced by factor loadings that
For influencer-product congruence, “Samsung smartphone” was were approximately equal to or greater than 0.5. After refining the
chosen to represent high congruence, while “Asus laptop” represented scales, the internal consistency of each was examined to confirm the
low congruence, based on the pilot study. Participants were asked to rate scales’ reliability. The outcomes achieved for each suggested scale were
four items regarding influencer-product congruence (see Table 4) on a deemed satisfactory, above the minimal threshold of 0.7, as
scale from 1 (very incongruent) to 5 (very congruent). The results recommended.
8
Table 5 Table 5 (continued )

Measurement items and factor loadings. Construct Reflective measure Mean SD Loading
Construct Reflective measure Mean SD Loading
CA2 I like events that are related to the brand 4.14 1.83 0.978
Attractiveness (Ohanian, 1990; Spry et al., 2011) endorsed by the above influencer.
Att1 Unattractive–Attractive 2.78 1.64 0.952 CA3 I like to learn more about the brand 4.12 1.84 0.975
Att2 Not classy–Classy 2.72 1.64 0.950 endorsed by the influencer, above.
Att3 Ugly–Beautiful 2.76 1.63 0.948 CA4 I pay a lot of attention to anything about 4.09 1.81 0.978
Att4 Plain–Elegant 2.72 1.55 0.947 the TikTok short video endorsement by
Att5 Not sexy–Sexy 2.75 1.64 0.948 the influencer, above.
Trustworthiness (Ohanian, 1990; Spry et al., 2011) CA5 I keep up with things related to the 4.09 1.86 0.968
Tru1 Undependable–Dependable 2.77 1.69 0.971 TikTok short video endorsement by the
Tru2 Dishonest–Honest 2.63 1.55 0.952 influencer, above.
Tru3 Unreliable–Reliable 2.73 1.66 0.970 CA6 Anything related to the TikTok short 4.09 1.89 0.959
Tru4 Insincere–Sincere 2.80 1.59 0.951 video endorsement by the above
Tru5 Untrustworthy–Trustworthy 2.84 1.71 0.970 influencer grabs my attention.
Expertise (Ohanian, 1990) Affection (Hollebeek et al., 2014)
Exp1 Not an expert–Expert 2.80 1.73 0.965 Aff1 Engaging with the TikTok short video 2.63 1.53 0.970
Exp2 Inexperienced–Experienced 2.89 1.77 0.965 endorsement by the above influencer
Exp3 Not knowledgeable–Knowledgeable 2.77 1.67 0.970 makes me feel happy.
Exp4 Unqualified–Qualified 2.69 1.64 0.967 Aff2 I feel good when I access TikTok and find 2.56 1.54 0.985
Exp5 Unskilled–Skilled 2.85 1.70 0.962 a short video endorsement by the
Platform image (Hsieh & Li, 2008; Park, 2007) influencer, above.
PI1 I have always had a good impression of 5.22 0.90 0.864 Aff3 I feel the experience on the TikTok short 2.54 1.55 0.984
TikTok. video endorsement by the above
PI2 I believe that TikTok has a better image 5.38 0.90 0.857 influencer is pleasurable.
than the other social media. Aff4 Browsing the TikTok short video 2.49 1.52 0.986
PI3 In my opinion, TikTok has a good image 5.37 0.95 0.888 endorsement by the above influencer
in the minds of users. satisfies me.
PI4 I feel that TikTok possesses its practical 5.49 0.94 0.819 Aff5 I feel involved with the TikTok short 2.50 1.50 0.983
function. video endorsement by the influencer,
PI5 I feel that TikTok possesses a positive 5.19 1.09 0.837 above.
symbolic meaning. Aff6 I have emotional feelings attached to the 2.47 1.53 0.976
PI6 I feel that TikTok can relate to a pleasant 5.31 0.94 0.793 TikTok short video endorsement by the
experience. influencer, above.
Product image (Salinas & Pérez, 2009) Enthused participation (Vivek et al., 2014)
PrI1 This product’s quality is high. 5.33 0.98 0.879 EP1 I spend a lot of my free time on the TikTok 2.36 1.44 0.986
PrI2 This product’s features are better than its 5.52 0.94 0.912 short video endorsement by the
competitors’ features. influencer, above.
PrI3 This product’s characteristics can be 5.54 1.01 0.893 EP2 I am heavily into the TikTok short video 2.40 1.50 0.979
distinguished from those of its endorsement by the influencer, above.
competitors. EP3 I am passionate about the TikTok short 2.39 1.50 0.983
PrI4 This product does not disappoint its 5.53 1.02 0.915 video endorsement by the influencer,
customers. above.
PrI5 It is one of the best products in the 5.61 1.02 0.881 EP4 My days would not be same without the 2.33 1.44 0.989
industry. TikTok short video endorsement by the
Online engagement intention (Sprott et al., 2009) influencer, above.
OEI1 I intend to contribute a “Like” to the 3.66 1.71 0.892 EP5 I try to fit accessing TikTok and finding a 2.32 1.43 0.988
TikTok short video endorsement by the short video endorsement by the above
above influencer because I often feel a influencer into my schedule.
personal connection between the brand EP6 I enjoy spending time on the TikTok short 2.32 1.46 0.988
endorsed by this influencer and myself. video endorsement by the influencer,
OEI2 I feel I have a special bond with the brand 3.67 1.63 0.910 above.
endorsed by the above influencer. Social connection (Vivek et al., 2014)
OEI3 I intend to contribute a “Comment” to the 3.65 1.80 0.901 SC1 I love accessing TikTok (and finding a 2.24 1.40 0.996
TikTok short video endorsement by the short video endorsement by the
above influencer because the brand influencer, above) with my friends.
endorsed by this influencer defines part of SC2 I enjoy using TikTok (and finding a short 2.21 1.40 0.996
me. video endorsement by the influencer,
OEI4 I consider brand endorsed by the above 3.64 1.63 0.930 above) more when I am with others.
influencer to be part of myself. SC3 TikTok (related to short video 2.22 1.41 0.997
OEI5 I intend to share the TikTok short video 3.67 1.82 0.909 endorsement by the influencer, above) is
endorsement by the above influencer more fun when other people around me
because I feel as if I have a close personal also access it.
connection with the brand endorsed by Influencer popularity (Simonin & Ruth, 1998)
this influencer. IP1 To what extent you are familiar with the 3.86 2.51 0.979
OEI6 I can identify with the brand endorsed by 3.66 1.75 0.831 influencer featured in the short video
the above influencer in my life. endorsement?
OEI7 There are links between the brand 3.74 1.65 0.918 IP2 To what extent do you know the 3.81 2.57 0.990
endorsed by the above influencer and influencer featured in the short video
how I view myself. endorsement?
OEI8 The brand endorsed by the above 3.79 1.72 0.905 IP3 To what extent do you have information 3.71 2.55 0.988
influencer is an important indication of about the influencer featured in the short
who I am. video endorsement?
Conscious attention (Vivek et al., 2014) Influencer-product congruence (Choi & Rifon, 2012)
CA1 I like to know more about the brand 4.11 1.75 0.976 IPC1 I think the influencer is compatible with 3.00 1.34 0.903
endorsed by the influencer, above. the brand.
IPC2 I think there is a good fit between the 2.74 1.27 0.967
influencer and the brand.
(continued on next page)
9
Table 5 (continued ) there were no substantial differences, further affirming the absence of
Construct Reflective measure Mean SD Loading nonresponse bias in this investigation (Af Wåhlberg and Poom, 2015).
IPC3 I believe the influencer is relevant with 2.74 1.26 0.968

the brand. 5.4. Structural model analysis
IPC4 I think there is a good match between the 2.72 1.25 0.968
influencer and the brand.
This study utilized PLS as the analytical approach. Unlike
covariance-based Structural Equation Modeling (SEM), which offers
5.1.2. Confirmatory factor analyses various model fit indices, this study relied on the Standardized Root
The data analysis involved two stages of confirmatory factor ana Mean Square Residual (SRMR) and Normed Fit Index (NFI) (Benitez
lyses, examining the measurement and structural models sequentially et al., 2020; Hu and Bentler, 1999) as the primary indicators of model fit.
(Anderson and Gerbing, 1988). To assess the reliability of the mea A model is considered a good fit when the SRMR value is less than 0.08
surement model, Cronbach’s alpha and composite reliability (CR) were (Hu and Bentler, 1999). NFI is a model fit index ranging from 0 to 1,
employed. The results, presented in Table 6, indicated that all Cron where a value greater than 0.90 indicates a suitable fit for the overall
bach’s alpha and CR values surpassed the satisfactory threshold of 0.7 model (Hu and Bentler, 1999). The results show that the SRMR is 0.035
(Fornell and Larcker, 1981b). Convergent validity was confirmed as the (falling below the recommended threshold of 0.08), and the NFI value
items exhibited significant, high correlations with each other, with obtained was 0.87, slightly below the desired 0.9 criterion. In addition,
factor loadings exceeding the accepted level of 0.7 (see Table 5), as this study further ensured the model fit according to the Goodness of Fit
suggested by Straub et al. (2004). Additionally, the average variance (GOF) value based on the outcome estimation of the square root of AVE
extracted (AVE) value exceeded 0.5 (Chin, 1998), indicating sufficient and average R2 (Choshin and Ghaffari, 2017). In this study, the GOF
convergent validity. value for the PLS model was found to be 0.56, which exceeded the
This study further ensured discriminant validity through two as minimum threshold, signifying that the structural model exhibited a
sessments based on the outcome values of the square roots of the AVE good fit (Horng and Wu, 2020).
and cross-loadings. First, for each construct the square root of the AVE Table 7 presents the structural model results for this study, including
(Table 6) was greater than the correlations with other constructs (For path coefficients, t-value, p-values of the paths, and the constructs’
nell and Larcker, 1981a). Additionally, the factor loadings of all explanatory power within the structural model. These results indicated
construct items were higher than their cross-loadings with items from that all hypotheses were significant and supported, except for H8. The
other constructs (see Appendix 1), confirming discriminant validity investigation in the image transfer stage indicated significant relation
(Fornell and Larcker, 1981a). ships between the constructs. First, we found a positive influence of
influencer image on platform image (β = 0.832, t-value = 7.481, ρ <
5.2. Common method bias 0.001). Second, influencer image had a positive influence on product
image (β = 0.212, t-value = 2.115, ρ < 0.05). Third, platform image was
To investigate the potential presence of common method bias (CMB), found to have a positive influence on product image (β = 0.349, t-value
this study employed Harman’s single factor test, an established method = 9.147, ρ < 0.001).
for analyzing data integrity in research (Podsakoff et al., 2003). An The subsequent investigation supports positive relationships between
unrotated principal components factor analysis thoroughly explored platform image and online engagement intention (β = 0.089, t-value =
variance distribution across different factors. The outcomes revealed 2.975, ρ < 0.01) and between product image and online engagement
that a single factor could represent 46.63 % of the total variance. This intention (β = 0.477, t-value = 16.471, ρ < 0.001). The relationship be
observation suggests CMB was not a critical problem. tween online engagement intention and various dimensions of online
engagement behavior was assessed in the following stage. The results
5.3. Nonresponse bias supported the notion that online engagement intention has positive as
sociations with conscious attention (β = 0.830, t-value = 67.790, ρ <
In line with the methodology suggested by Lambert and Harrington 0.001), affection (β = 0.184, t-value = 3.507, ρ < 0.001), enthused
(1990), a t-test was performed to compare the mean values of the pivotal participation (β = 0.149, t-value = 2.725, ρ < 0.001), and social
constructs examined in this study. The results showed no significant connection (β = 0.475, t-value = 18.178, ρ < 0.001). We found the
variations between early and late respondents. In addition, chi-square explanatory power (amount of variance explained) of the constructs to be
tests were conducted to investigate whether the measurement weights as follows: platform image (19 %), product image (47.2 %), online
of the model differed significantly between earlier and later re engagement intention (27.6 %), conscious attention (69 %), affection
spondents. The outcomes of these tests conclusively established that (34.9 %), enthused participation (30.2 %), and social connection (22.6 %).
Table 6
Assessment of the reliability and validity of reflective constructs.
Construct Cronbach’s Alpha CR AVE Correlation matrix
Att Tru Exp PI PrI OEI CA Aff EP SC IP IPC
Att 0.97 0.98 0.90 0.95

Tru 0.98 0.99 0.93 0.85 0.96
Exp 0.98 0.99 0.93 0.85 0.86 0.97
PI 0.92 0.94 0.71 0.30 0.34 0.32 0.84
PrI 0.94 0.95 0.80 0.33 0.34 0.32 0.48 0.90
OEI 0.97 0.97 0.81 0.32 0.30 0.29 0.32 0.52 0.90
CA 0.99 0.99 0.95 0.36 0.34 0.34 0.36 0.56 0.83 0.97
Aff 0.99 0.99 0.96 0.65 0.64 0.63 0.37 0.37 0.54 0.58 0.98
EP 0.99 0.99 0.97 0.66 0.65 0.65 0.34 0.32 0.50 0.54 0.83 0.99
SC 0.99 0.99 0.99 0.65 0.64 0.64 0.34 0.32 0.48 0.54 0.89 0.86 0.99
IP 0.99 0.99 0.97 0.84 0.83 0.85 0.23 0.27 0.27 0.30 0.63 0.66 0.64 0.99
IPC 0.97 0.98 0.91 0.57 0.53 0.54 0.28 0.55 0.61 0.64 0.60 0.58 0.58 0.53 0.95
Note: II = influencer image, PI = platform image, PrI = product image, OEI = online engagement intention, CA = conscious attention, Aff = affection, SC = social
connection, and EP = enthused participation; Bold and diagonal values denote the square root of AVE.
10
Table 7
Hypothesis test results.
Variables β t-value ρ-value R2/R2 adj. (%) Hypotheses
Dependent Independent
PI II 0.832 7.481 *** 19.0/18.7 H1: Support

II × IP 0.474 5.728 *** H7a: Support
PrI II 0.212 2.115 * 47.2/46.8 H2: Support
PI 0.349 9.147 *** H3: Support
II × IP 0.372 5.046 *** H7b: Support
II × IPC − 0.223 7.481 *** H8: Inverse
OEI PI 0.089 2.975 ** 27.6/27.4 H4: Support
PrI 0.477 16.471 *** H5: Support
CA OEI 0.830 67.790 *** 69.0/68.9 H6a: Support
Aff OEI 0.184 3.507 *** 34.9/34.7 H6b: Support
EP OEI 0.149 2.725 ** 30.2/30.0 H6c: Support
SC OEI 0.475 18.178 *** 22.6/22.5 H6d: Support
Notes: II = influencer image, PI = platform image, PrI = product image, OEI = online engagement intention, CA = conscious attention, Aff = affection, SC = social
connection, and EP = enthused participation; * ρ < 0.05, ** ρ < 0.01, *** ρ < 0.001.
The moderating effect of influencer popularity and influencer- online engagement behavior, emphasizing its broad influence on users’
product congruence are also reported in Table 7. The results reveal emotional and interactive behaviors.
that the interaction between influencer image and influencer popularity Furthermore, this research conducted a simple slope analysis to
has a significant effect on both platform image (β = 0.474, t-value = comprehend the moderating effect of influencer popularity on the re
5.728, ρ < 0.001) and product image (β = 0.372, t-value = 5.046, ρ < lationships between influencer image, platform image, and product
0.001). Thus, the moderation effect of influencer popularity on the image. The results, illustrated in Fig. 3, reveal distinct slopes in the
relationship between influencer image with both platform and product plotted graph. Specifically, the slope attributed to the popular influencer
image is supported. Additionally, conversely, the moderating effect of exhibits a more pronounced inclination, whereas the slope for the un
influencer-product congruence on the relationship between influencer popular influencer demonstrates a comparatively more modest inclina
image and product image indicated a significant inverse effect (β = − tion. These contrasting slopes signify that the impact of the influencer’s
0.223, t-value = 7.481, ρ < 0.001), suggesting that influencer-product image on both platform and product image is notably stronger when the
congruence negatively moderates the relationship. As such, H8 is not influencer is highly popular among their audience. In contrast, when an
supported. Fig. 2 visually illustrates the results of the analyses, providing influencer is perceived as having low popularity, the impact of their
a representation of the relationships among the investigated constructs. image on the platform and product image appears to be weaker. These
Additionally, as indicated by Vivek et al. (2014), conscious attention findings illuminate the critical role of influencer popularity in shaping
serves as a critical precursor to the other dimensions of online engage the image transfer process within the context of influencer marketing.
ment behavior. For example, when individuals consciously attend to
online content, they are more likely to develop emotional connections 5.5. Robustness check
(affection) and interact enthusiastically (enthused participation) (Hol
lebeek et al., 2014; Sprott et al., 2009; Vivek et al., 2014). This explains This study conducted a thorough examination to ensure the robust
that controlling for conscious attention will provide a better under ness of the explanatory model, mainly focusing on the potential presence
standing of the specific impact of other engagement dimensions. of nonlinearity within the PLS-SEM model, as emphasized by scholars in
Accordingly, this study considered conscious attention as a control the field (e.g., Hair et al., 2019; Henseler et al., 2012; Kumar and Purani,
variable for other engagement dimensions, focusing on affection and 2018). Given the exploratory nature of this study and the intricate re
enthused participation, and highlighted its significant impact. As pre lationships among latent variables, it was imperative to verify that the
sented in Fig. 2, positive β-values for affection (β = 0.428) and enthused structural model remained good. An examination was undertaken to
participation (β = 0.420) were associated with ρ-values of 0.000, con confirm that no latent variables were omitted, in line with the
firming the statistical significance of these associations. These results assumption of linear relationships between constructs (Hair et al.,
underscore conscious attention’s pivotal role as a precursor to other 2019).
Fig. 2. Structural results of the research model.
11
Fig. 3. Interaction effect plots.
In the quest to detect nonlinearity, this study employed an approach result is consistent with prior research regarding the effect of influencers
with attention given to testing interaction terms for quadratic effects on brand perception (Casaló et al., 2020; Wahid et al., 2023). When
within the PLS path model (Rigdon et al., 2010; Sarstedt et al., 2019). consumers perceive a given influencer as attractive, trustworthy and
Using SmartPLS 3, this study conducted a comprehensive analysis of the expert, they tend to associate these positive attributes with the platforms
quadratic effects on the latent variables. As depicted in Table 8, the on which the influencer is present. Hence, influencer image acts as a
results reveal that the quadratic effects, including II on PI and PrI mechanism for transferring positive perceptions to the platform,
(represented by II × II → PI, II × II → PrI); IP on PI and PrI (represented enhancing the platform’s overall image.
by IP × IP → PI, IP × IP → PrI); IPC on PrI (represented by IPC × IPC → Concerning the relationship between influencer image and product
PrI); PI on PrI and OEI (represented by PI × PI → PrI, PI × PI → OEI); PrI image, the results confirmed a significant positive association between
on OEI (represented by PrI × PrI → OEI); OEI on Aff and EP (represented these two constructs. When influencers are perceived positively by
by OEI × OEI → Aff, OEI × OEI → EP), all demonstrated nonsignificant consumers, their image has a spillover effect on the products they
nonlinear effects. Additionally, the effect sizes (f 2 ) for these nonlinear endorse (Ho et al., 2022; Sokolova and Kefi, 2020). The endorsement by
effects were generally small (ranging from 0.001 to 0.030), signifying a a likable, trustworthy and knowledgeable influencer enhances the
minimal impact on the relationships between the latent variables perceived quality and attractiveness of the endorsed products (AlFarraj
(Cohen, 2013). This compelling evidence supports the robustness of the et al., 2021). Consumers tend to attribute the positive image of the
linear PLS-SEM model applied in this study (Henseler et al., 2012). influencer to the products, leading to an enhanced product image and,
In light of the important and surprising finding regarding the sig subsequently, greater consumer interest in the endorsed items.
nificant inverse moderating effect of influencer-product congruence, the The positive image of the platform has a positive impact on product
robustness checks also validated the robustness of this result. The re image. The findings supported this hypothesis, suggesting a significant
sults, summarized in Table 8, provide additional insight into the positive relationship between platform image and product image. This
observed effect. While most effects demonstrated stability and consis result echoes existing literature emphasizing the role of platform image
tency with the earlier findings, the moderating effect of influencer- in shaping consumers’ perceptions of brands (Ho et al., 2022; Wahid
product congruence was further substantiated, with significant out et al., 2023). These findings show that a positive platform image can
comes pointing to its relevance and robustness. enhance the product image on social media platforms. The consumers
are more likely to attribute those positive attributes to the products
5.6. Discussion endorsed on that platform, thus enhancing the product image (Ho et al.,
2022). This occurs only when consumers have a positive opinion of the
This research investigated how three types of image transfer (i.e., platform.
influencer, platform, and product image) boost social media users’ on The results also demonstrated a positive and significant relationship
line engagement with short video endorsement content on social media between platform image and user intention to engage with short video
platforms. Based on SIT and Trust Transfer Theory, this study proposed a endorsement content on social media. This finding aligns with prior
model to overcome this barrier and respond to the necessity for theo research highlighting the significant role of a positive platform image in
retical insights. influencing users’ engagement behavior (Choi and Rifon, 2012; Holle
The results of the image transfer phase demonstrated an important beek and Macky, 2019; Ramadan et al., 2018). When users perceive the
positive relationship between influencer image and platform image. This platform to have a favorable image and a positive reputation, they are
Table 8
Nonlinearity test results.
Quadratic effect β Mean σ PCI t-statistics ρ f2
II × II → PI 0.206 0.190 0.233 [− 0.278, 0.628] 0.885 0.376 0.001

II × II → PrI 0.333 0.327 0.214 [− 0.109, 0.734] 1.556 0.120 0.005
IP × IP → PI − 0.139 − 0.157 0.219 [− 0.602, 0.256] 0.635 0.526 0.001
IP × IP → PrI − 0.186 − 0.186 0.173 [− 0.526, 0.153] 1.074 0.283 0.002
IPC × IPC → PrI − 0.077 − 0.078 0.043 [− 0.165, 0.004] 1.779 0.075 0.005
PI × PI → PrI 0.031 0.031 0.031 [− 0.030, 0.093] 0.998 0.318 0.002
PI × PI → OEI 0.036 0.035 0.030 [− 0.023, 0.093] 1.214 0.225 0.002
PrI × PrI → OEI 0.033 0.034 0.024 [− 0.011, 0.083] 1.392 0.164 0.002
OEI × OEI → CA − 0.09 − 0.090 0.017 [− 0.122, − 0.057] 5.430 0.000 0.030
OEI × OEI → Aff 0.043 0.043 0.034 [− 0.024, 0.108] 1.280 0.201 0.003
OEI × OEI → EP 0.068 0.068 0.036 [− 0.003, 0.137] 1.913 0.056 0.007
OEI × OEI → SC 0.084 0.084 0.036 [0.012, 0.151] 2.356 0.018 0.010
Notes: II = influencer image, PI = platform image, PrI = product image, OEI = online engagement intention, CA = conscious attention, Aff = affection, SC = social
connection, and EP = enthused participation; The quadratic effects assessed based on a two-tailed percentile bootstrapping test at 5 % confidence level [2.5 %, 97.5 %];
PCI = percentile confidence interval.
12
more likely to engage with content shared by influencers on that plat 6. Conclusion and implications
form. A positive platform image may evoke trust, credibility and
enjoyment, encouraging users to participate actively in various forms of 6.1. Conclusion
engagement, including liking, commenting, and sharing content
(Kabadayi and Price, 2014). This research delved into the dynamics of image transfer within the
Additionally, online engagement intention is further reinforced by realm of short video endorsement content on social media platforms,
the influence of product images. The results indicate a positive rela focusing on influencer image, platform image, and product image.
tionship between product image and online engagement intention that Adopting SIT and Trust Transfer Theory as fundamental frameworks,
significant. This result is in line with previous research of Kabadayi and our proposed model contributes theoretical insights into image transfer
Price (2014) and Van Doorn et al. (2010), emphasizing the importance phenomena. The study revealed a positive association between influ
of product image in driving engagement intentions. When consumers encer image and both platform image and product image, affirming
perceive the endorsed products favorably, they are more motivated to influencers’ pivotal role in shaping perceptions. Furthermore, a positive
interact with endorsement content, seeking further information and platform image strengthens the product image, emphasizing the signif
expressing their interest in the products (Kabadayi and Price, 2014). icance of platform reputation in influencing brand perception. Platform
This study also investigated the outcomes of online engagement and product images have a positive influence on users’ engagement
intention, specifically exploring online engagement intention and intentions, which, in turn, have a positive influence on diverse online
different dimensions of online engagement behavior relationship, engagement behaviors.
including affection, conscious attention, social connection, and The study also explored the moderating effects of influencer popu
enthused participation. Online engagement intention exhibited a sig larity and influencer-product congruence. Influencer popularity posi
nificant positive association with each dimension of online engagement tively moderated relationships, underscoring its role in enhancing both
behavior. This result is consistent with prior research that emphasized platform image and product image. However, contrary to expectations,
the relationship between intention and engagement behavior (Cheung influencer-product congruence exhibited an inverse moderating effect
et al., 2015; Hollebeek et al., 2014; Kumar et al., 2016; Van Doorn et al., on the influencer image and product image relationship, challenging
2010). The results suggest that users’ intention to engage with short previous literature. This highlights the nuanced nature of influencer-
video endorsements influences their subsequent engagement behavior product congruence and suggests the need for further exploration into
on social media platforms. When highly engaged with an influencer’s its varying impacts on consumer engagement. Overall, our findings
content, users tend to show active and positive behavioral responses, contribute valuable insights into the intricacies of image transfer and
such as paying conscious attention to the content, developing affection online engagement within the context of SMI marketing.
for the influencer, participating actively, and feeling socially connected
(Vander Schee et al., 2020). 6.2. Theoretical implications
This study examined the moderating effects of influencer popularity
and influencer-product congruence during the image transfer stage. This research provides a further exploration of the SIT by investi
First, we assessed the moderating effects of influencer popularity on the gating the concept of image transfer in the context of influencer mar
respective relationships between influencer image, platform image, and keting on social media platforms. Previous literature has focused on the
product image. According to the results, influencer popularity positively application of SIT to group identities and intergroup relations (e.g., Chen
moderates these relationships, indicating that a popular influencer has a and Lin, 2019; He et al., 2012). However, this study demonstrates its
stronger enhancing impact on the platform’s image and product’s relevance in understanding how individuals perceive—and associate
image. These findings align with prior research emphasizing the role of themselves with—influencers, platforms and endorsed products. By
influencer popularity in driving the effectiveness of influencer market investigating the spillover effect of a positive influencer image on plat
ing (Djafarova and Rushworth, 2017; Lou et al., 2022). The findings form image and product image, this research enriches our understanding
emphasize the significance of incorporating influencer popularity into of how identification with an influencer can shape consumers’ percep
influencer marketing strategies for optimal efficacy. Consumers tend to tions and engagement behaviors on social media.
attribute greater attractiveness, trustworthiness and expertise to popular This study further provides several critical theoretical contributions
influencers (Ladhari et al., 2020), enhancing the transfer of the influ to influencer marketing field in the context of short video endorsement
encer’s positive image to the platform and products they endorse. content on social media platforms. First, this study offers a deeper un
In addition, this study proposed that influencer-product congruence derstanding of the image transfer mechanism by revealing the signifi
would positively moderate the relationship between influencer image cant impact of influencer image on both platform image and product
and product image. The empirical results, however, did not support this image. Previous research has focused primarily on how platform image
hypothesis, as influencer-product congruence was found to have a sig affects brand image (Choi and Rifon, 2012; Hollebeek and Macky, 2019;
nificant inverse moderating effect on the relationship. This finding Ramadan et al., 2018), overlooking the role of influencers as critical
contradicts previous studies emphasizing the positive influence of drivers of image transfer. By demonstrating that consumers’ perception
influencer-product congruence on brand perception (Belanche et al., of influencers has a positive effect on both platform image and product
2021; Breves et al., 2019). One potential rationale is that consumers image, this study fills a gap in our understanding of image transfer in
exhibit a preference for influencer and product combinations that sur influencer marketing. Moreover, it highlights the link between platform
pass their expectations. In other words, when the congruence between image and product image, showing how favorable perceptions of a
the influencer and the endorsed product is particularly evident and platform lead to positive evaluations of and increased interest in the
predictable, it might not generate the same level of excitement or endorsed products.
engagement. On the contrary, an influencer endorsing a product that is Second, this research contributes to the existing body of literature
perceived as unconventional or unexpected might capture the audi regarding how platform image and product image influence users’
ence’s attention more effectively. In such cases, the surprising and un engagement intention on social media platforms. Prior literature has
expected nature of the combination may facilitate the transfer of the emphasized the impact of brand image in shaping consumers’ brand
image from the influencer to the product, contributing to higher levels of perceptions and purchase intentions (Choi and Rifon, 2012; Liu et al.,
engagement and enhancing the product’s image. The results suggest that 2020; McCormick, 2016). However, the influence of brand image on
influencer-product congruence may not always lead to an enhanced users’ engagement intention with short video endorsement content has
product image. Thus, we call for further research to explore this been relatively understudied. This study fills the gap in the literature by
inconsistency. revealing a positive and significant association between platform image
13
and product image and online engagement intention. This research has design, and excellent user experience, enhancing the overall product
shown that a positive platform image and product image motivates users image and driving engagement.
to actively participate in varying forms of engagement, such as liking, Third, understanding the relationship between users’ engagement
commenting, and sharing content. For instance, consumers who have a intention and subsequent engagement behaviors is crucial for nurturing
positive perception of a social media platform tend to engage with meaningful interactions. Marketers can leverage this insight to design
influencer content on that platform, leading to increased brand exposure strategies that foster affection, conscious attention, social connection
and potential customer conversion. and enthused participation. For instance, implementing captivating vi
Third, this study makes a valuable contribution to the extant litera suals and interactive elements in influencer content can deepen users’
ture by examining the influence of online engagement intention on involvement and emotional connection. Additionally, facilitating user
different dimensions of online engagement behavior. While previous interactions through contests, polls and discussions can tap into users’
literature has established the relationship between intention and enthusiasm and desire to be part of the brand community, resulting in
behavior in various contexts (Cheung et al., 2015; Hollebeek et al., 2014; higher levels of engagement.
Kumar et al., 2016; Van Doorn et al., 2010), how this applies to the Furthermore, the current study emphasizes the importance of influ
context of short video endorsement content on social media platforms encer selection and management. Marketers should consider influ
has received little attention. By demonstrating that online engagement encers’ popularity levels to ensure alignment with campaign objectives.
intention significantly influences affection, conscious attention, social Influencers with a high profile can have a greater impact on enhancing
connection, and enthused participation, this study provides valuable the platform image and product image, making such SMIs suitable for
insights into how users’ intentions translate into specific engagement broad brand awareness campaigns. In contrast, niche influencers with
actions. For instance, a user who intends to engage with influencer passionate followers may be better suited for targeting specific segments
content on a social media platform is more likely to pay conscious and driving deeper engagement.
attention to the content, develop affection for the influencer, engage in Finally, the study extends SIT by exploring the concept of image
active participation during discussions and establish a sense of social transfer in the context of influencer marketing. This theoretical exten
connection with both the content creator and the brand. This under sion has practical implications for marketers seeking to understand how
standing can inform marketing strategies to foster more meaningful and individuals perceive and associate themselves with influencers, plat
impactful user engagements. forms and endorsed products. Recognizing the spillover effect of a
This study provides insights into how influencer popularity moderates positive influencer image on both platform image and product image
the process of image transfer. While influencer popularity has been can inform marketers of the intricate dynamics that influence consumer
recognized as an essential factor in influencer marketing effectiveness perceptions and behaviors. Understanding this mechanism can guide
(Djafarova and Rushworth, 2017; Lou et al., 2022), its specific influence marketers in crafting impactful influencer marketing campaigns that
on image transfer dynamics has been relatively underexplored. By capitalize on consumers’ positive associations with influencers and the
revealing that influencer popularity positively moderates the relationships platforms they endorse. For instance, a smartphone or laptop brand can
between influencer image, platform image and product image, this study collaborate with a popular tech influencer to enhance the platform’s
highlights the significance of considering influencer popularity in the se image as a credible source of the latest technology updates and elevate
lection and design of influencer marketing campaigns. For example, when the brand’s image as a cutting-edge and reliable choice for consumers
an influencer is perceived as highly popular, their positive image has a seeking high-quality smartphones or laptops. This alignment with a
more substantial impact on enhancing the platform and product image. credible influencer can increase consumer engagement because tech-
savvy audiences are more likely to trust and value product recommen
6.3. Practical implications dations made by a reputable influencer in the technology niche.
This research also offers practical implications for marketers aiming 6.4. Limitations and future research directions
to optimize their influencer marketing strategies on social media plat
forms. First, marketers should carefully select influencers based on pos Despite the valuable insights provided by this study, it is important to
itive image attributes such as trustworthiness, attractiveness and acknowledge its limitations. First, the research focused solely on short
expertise. Collaborating with influencers who have these qualities can video endorsement content on social media platforms, neglecting other
enhance the platform image and the product image (Casaló et al., 2020; influencer marketing, and digital advertising forms. Future studies
Ho et al., 2022; Sokolova and Kefi, 2020), increasing brand exposure and should explore different types of influencer content, such as sponsored
potential customer conversion. For instance, a smartphone brand seeking posts, stories and livestreams, to provide a deeper understanding of the
to launch its latest model could partner with influencers who are well- effectiveness of influencer marketing across various formats.
known for their in-depth knowledge of technology and smartphones. Second, the study’s sample was limited to a specific geographic re
This strategic collaboration would enhance the smartphone brand’s gion, which may not fully represent the diverse cultural contexts of
image as a tech-savvy and innovative company and have a positive in influencer marketing. Conducting comparative research across diverse
fluence on consumer engagement. As the influencer showcases the cultures and nations may provide valuable insights into the universality
smartphone’s features and functionalities, tech enthusiasts become more or cultural specificity of the image transfer mechanism and its effects on
likely to trust the brand and be motivated to explore the product. engagement behavior. Moreover, this study relied primarily on self-
Second, the study highlights the significance of platform image and reported data, which may be susceptible to memory recall issues and
product image in driving user engagement intention (Hollebeek and social desirability bias. While efforts were made to ensure data validity
Macky, 2019; Kumar et al., 2016; Van Doorn et al., 2010). Marketers and reliability, future research could incorporate objective measures or
should emphasize the cultivation of a positive platform image by behavioral data to strengthen the study’s findings. For example,
emphasizing reliability, user-friendliness, and customer-centric fea employing text-mining technology to analyze users’ comments, re
tures. A favorable platform image can encourage users to engage actions, and interactions with influencer content on social media plat
actively with influencer content, increasing brand interaction and visi forms could provide more objective insights into users’ behaviors and
bility. Similarly, marketers should accentuate the positive attributes of sentiments. This approach would allow researchers to capture real-time
endorsed products to enhance the perceived quality and attractiveness and unfiltered user responses, defining how influencer marketing con
of those products. For instance, a laptop brand can showcase user- tent influences audience engagement and perception.
generated content highlighting customers’ positive experiences with Finally, this study investigated the role of influencer popularity and
their laptops, emphasizing such features as high performance, sleek influencer-product congruence as image transfer moderators. Future
14
research could investigate additional moderators, such as message Validation, Supervision, Methodology.
framing and audience characteristics, to identify additional factors that
affect the efficacy of influencer marketing campaigns.
Declaration of competing interest
7. Declaration of generative AI and AI-assisted technologies in
the writing process The authors declare that they have no known competing financial
interests or personal relationships that could have appeared to influence
During the preparation of this work, the author(s) used Grammarly the work reported in this paper.
and ChatGPT in order to correct grammatical errors and conduct English
proofreading. After using this tool/service, the author(s) reviewed and Data availability
edited the content as needed and take(s) full responsibility for the
content of the publication. Data will be made available on request.
CRediT authorship contribution statement Acknowledgments
Muhammad Dliya’ul Haq: Writing – original draft, Visualization, Funding: This research was partially supported by the Sustainable
Software, Methodology, Investigation, Formal analysis, Data curation, Intelligent Electronic Commerce Research Center at National Sun Yat-
Conceptualization. Chao-Min Chiu: Writing – review & editing, sen University, Taiwan, ROC.
Appendix 1. . PLS cross-loadings results
Aff Att PrI CA EP Exp IP IPC OEI PI SC Tru
Aff1 0.97 0.63 0.38 0.61 0.89 0.61 0.60 0.61 0.56 0.37 0.85 0.61
Aff2 0.99 0.63 0.36 0.58 0.91 0.61 0.61 0.59 0.54 0.37 0.87 0.62
Aff3 0.98 0.64 0.36 0.57 0.91 0.62 0.62 0.58 0.53 0.38 0.87 0.63
Aff4 0.99 0.63 0.35 0.56 0.92 0.61 0.62 0.59 0.52 0.35 0.88 0.62
Aff5 0.98 0.64 0.35 0.56 0.93 0.62 0.62 0.58 0.52 0.35 0.89 0.62
Aff6 0.98 0.65 0.35 0.55 0.93 0.63 0.63 0.58 0.51 0.35 0.89 0.63
Att1 0.63 0.95 0.33 0.36 0.64 0.93 0.90 0.55 0.31 0.30 0.63 0.93
Att2 0.62 0.95 0.32 0.35 0.63 0.93 0.90 0.53 0.32 0.30 0.62 0.92
Att3 0.61 0.95 0.30 0.34 0.63 0.90 0.88 0.54 0.30 0.25 0.62 0.89
Att4 0.61 0.95 0.34 0.33 0.62 0.92 0.89 0.52 0.30 0.31 0.60 0.92
Att5 0.61 0.95 0.30 0.35 0.64 0.90 0.88 0.55 0.29 0.25 0.63 0.89
PrI1 0.37 0.38 0.88 0.52 0.35 0.38 0.33 0.51 0.46 0.45 0.35 0.39
PrI2 0.33 0.29 0.91 0.50 0.28 0.27 0.22 0.49 0.47 0.43 0.28 0.29
PrI3 0.31 0.29 0.89 0.49 0.27 0.28 0.22 0.48 0.45 0.42 0.28 0.30
PrI4 0.33 0.30 0.92 0.50 0.29 0.29 0.24 0.50 0.47 0.44 0.29 0.30
PrI5 0.30 0.24 0.88 0.52 0.26 0.23 0.18 0.49 0.48 0.41 0.26 0.25
CA1 0.57 0.37 0.56 0.98 0.54 0.35 0.31 0.63 0.82 0.36 0.54 0.35
CA2 0.57 0.36 0.57 0.98 0.53 0.34 0.30 0.64 0.82 0.36 0.52 0.34
CA3 0.58 0.36 0.56 0.98 0.53 0.34 0.30 0.64 0.82 0.36 0.53 0.34
CA4 0.58 0.37 0.55 0.98 0.54 0.34 0.30 0.63 0.82 0.35 0.53 0.34
CA5 0.55 0.34 0.53 0.97 0.52 0.31 0.28 0.60 0.79 0.32 0.51 0.31
CA6 0.54 0.33 0.52 0.96 0.51 0.29 0.27 0.59 0.78 0.32 0.50 0.29
EP1 0.93 0.66 0.32 0.54 0.99 0.65 0.65 0.58 0.50 0.34 0.94 0.65
EP2 0.91 0.66 0.32 0.54 0.98 0.64 0.65 0.57 0.50 0.32 0.92 0.65
EP3 0.92 0.66 0.32 0.55 0.98 0.64 0.66 0.57 0.50 0.33 0.93 0.65
EP4 0.91 0.65 0.32 0.53 0.99 0.64 0.64 0.58 0.48 0.33 0.95 0.64
EP5 0.91 0.65 0.32 0.53 0.99 0.63 0.64 0.57 0.48 0.33 0.96 0.64
EP6 0.91 0.66 0.32 0.53 0.99 0.64 0.65 0.58 0.48 0.33 0.96 0.64
Exp1 0.60 0.93 0.32 0.33 0.63 0.97 0.92 0.51 0.28 0.30 0.62 0.95
Exp2 0.59 0.93 0.29 0.31 0.61 0.97 0.92 0.52 0.27 0.29 0.60 0.94
Exp3 0.61 0.94 0.32 0.33 0.63 0.97 0.92 0.53 0.29 0.31 0.62 0.95
Exp4 0.63 0.94 0.33 0.34 0.65 0.97 0.91 0.53 0.30 0.33 0.64 0.95
Exp5 0.60 0.92 0.30 0.32 0.62 0.96 0.90 0.51 0.29 0.30 0.61 0.94
IP1 0.60 0.92 0.27 0.30 0.63 0.92 0.98 0.54 0.27 0.23 0.62 0.91
IP2 0.63 0.93 0.27 0.30 0.65 0.94 0.99 0.52 0.26 0.23 0.63 0.93
IP3 0.63 0.93 0.25 0.29 0.66 0.94 0.99 0.52 0.26 0.23 0.64 0.93
IPC1 0.60 0.61 0.46 0.53 0.60 0.59 0.60 0.90 0.53 0.21 0.58 0.59
IPC2 0.56 0.51 0.54 0.64 0.54 0.48 0.47 0.97 0.59 0.28 0.54 0.47
IPC3 0.57 0.54 0.56 0.64 0.55 0.51 0.49 0.97 0.59 0.30 0.56 0.50
IPC4 0.56 0.51 0.53 0.63 0.54 0.48 0.48 0.97 0.60 0.27 0.54 0.47
OEI1 0.51 0.37 0.40 0.68 0.48 0.34 0.33 0.53 0.89 0.28 0.46 0.35
OEI2 0.48 0.23 0.49 0.79 0.43 0.20 0.18 0.52 0.91 0.27 0.41 0.21
OEI3 0.50 0.34 0.41 0.68 0.46 0.32 0.30 0.54 0.90 0.29 0.44 0.33
OEI4 0.49 0.26 0.49 0.81 0.44 0.24 0.21 0.52 0.93 0.30 0.43 0.25
OEI5 0.50 0.33 0.41 0.69 0.47 0.31 0.29 0.54 0.91 0.29 0.45 0.32
OEI6 0.48 0.29 0.52 0.68 0.44 0.28 0.25 0.61 0.83 0.28 0.41 0.29
OEI7 0.48 0.26 0.51 0.82 0.44 0.23 0.21 0.56 0.92 0.30 0.43 0.25
OEI8 0.46 0.23 0.51 0.82 0.42 0.20 0.18 0.56 0.91 0.28 0.41 0.21
PI1 0.36 0.27 0.40 0.32 0.33 0.29 0.22 0.23 0.26 0.86 0.34 0.30
PI2 0.29 0.21 0.40 0.28 0.25 0.22 0.15 0.19 0.26 0.86 0.26 0.25
15
(continued )
Aff Att PrI CA EP Exp IP IPC OEI PI SC Tru
PI3 0.34 0.26 0.44 0.33 0.31 0.29 0.22 0.28 0.29 0.89 0.32 0.30
PI4 0.28 0.23 0.43 0.31 0.25 0.25 0.17 0.22 0.27 0.82 0.25 0.27
PI5 0.33 0.28 0.37 0.29 0.30 0.29 0.22 0.22 0.25 0.84 0.30 0.30
PI6 0.28 0.24 0.39 0.27 0.26 0.26 0.21 0.28 0.28 0.79 0.26 0.28
SC1 0.89 0.65 0.32 0.54 0.95 0.64 0.64 0.58 0.47 0.34 0.99 0.64
SC2 0.89 0.65 0.32 0.54 0.95 0.64 0.64 0.58 0.47 0.34 0.99 0.64
SC3 0.89 0.65 0.32 0.54 0.95 0.64 0.64 0.58 0.48 0.34 0.99 0.64
Tru1 0.62 0.94 0.35 0.34 0.64 0.95 0.91 0.53 0.31 0.33 0.62 0.97
Tru2 0.61 0.90 0.34 0.34 0.63 0.92 0.88 0.51 0.31 0.33 0.61 0.95
Tru3 0.61 0.93 0.34 0.32 0.62 0.96 0.90 0.51 0.28 0.34 0.61 0.97
Tru4 0.62 0.91 0.31 0.33 0.63 0.93 0.88 0.49 0.30 0.34 0.62 0.95
Tru5 0.61 0.93 0.32 0.31 0.63 0.96 0.92 0.52 0.28 0.30 0.62 0.97
Appendix 2. . TikTok short video stimuli of influencer popularity and influencer-product congruence

16
(continued )
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19
Muhammad Dliya’ul Haq is a Ph.D. candidate in the Depart Chao-Min Chiu is a Distinguished Professor in the Department
ment of Information Management at the National Sun Yat-sen of Information Management at the National Sun Yat-sen Uni
University, Taiwan (ROC). He holds a master’s degree from versity, Taiwan (ROC). He holds a Ph.D. in management from
the Department of International Business, College of Manage Rutgers University. His research interests include electronic
ment, Feng Chia University, Taiwan (ROC). His research in commerce, virtual communities and research methodology. His
terests include electronic commerce, social commerce, virtual research has appeared in Electronic Commerce Research and
communities, and digital marketing. His research has appeared Applications, Journal of the Association for Information Sys
in Electronic Commerce Research and Applications, Journal of tems, Decision Support Systems, European Journal of Infor
Destination Marketing & Management, and others. mation Systems, Information Systems Journal, Information &
Management, International Journal of Human-Computer
Studies, International Journal of Information Management,
Computers & Education, Internet Research, and others.
20

Articol TikTok Engagement

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Electronic Commerce Research and Applications 64 (2024) 101379

Contents lists available at ScienceDirect

Electronic Commerce Research and Applications

Boosting online user engagement with short video endorsement content on

Fig. 1. Research Model.

with 2 (influencer popularity: popular vs. unpopular) × 2 (influencer- Table 2

Table 5 Table 5 (continued )

IPC3 I believe the influencer is relevant with 2.74 1.26 0.968

Att 0.97 0.98 0.90 0.95

PI II 0.832 7.481 *** 19.0/18.7 H1: Support

Fig. 2. Structural results of the research model.

Fig. 3. Interaction effect plots.

II × II → PI 0.206 0.190 0.233 [− 0.278, 0.628] 0.885 0.376 0.001

CRediT authorship contribution statement Acknowledgments

Appendix 1. . PLS cross-loadings results

Aff Att PrI CA EP Exp IP IPC OEI PI SC Tru

(continued on next page)

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