Evaluating the quality of Kols’ reviews on fashion Via Tiktok
Ngày xuất bản:
25/11/2024
Ngày xuất bản Online:
25/11/2024
Chuyên mục:
Bài nghiên cứu
Nội dung chính của bài viết
Tóm tắt
The Key Opinion Leader (KOL) phenomenon has swiftly gained popularity, especially in the context of product and service reviews. However, a noteworthy concern emerges as certain KOLs exploit consumers' trust and psychological predisposition. In parallel, consumers exhibit skepticism regarding the reliability and impartiality of information disseminated by KOLs. This study discusses the quality of KOL reviews of fashion products on TikTok. Using multiple regression analysis for a sample of 412 participants, the results show that expertise, trustworthiness, congruence of the KOL with the brand, the reputation of the KOL, and the content produced by the KOL positively impact the quality of KOL fashion product reviews. It underscores the affirmative impact of KOL reviews on consumers' purchase decisions. Therefore, KOLs play a vital role in shaping customers' purchasing decisions and should strive to maintain their authenticity and honesty while providing valuable insights to their viewers.
Abstract
The Key Opinion Leader (KOL) phenomenon has swiftly gained popularity, especially in the context of product and service reviews. However, a noteworthy concern emerges as certain KOLs exploit consumers' trust and psychological predisposition. In parallel, consumers exhibit skepticism regarding the reliability and impartiality of information disseminated by KOLs. This study discusses the quality of KOL reviews of fashion products on TikTok. Using multiple regression analysis for a sample of 412 participants, the results show that expertise, trustworthiness, congruence of the KOL with the brand, the reputation of the KOL, and the content produced by the KOL positively impact the quality of KOL fashion product reviews. It underscores the affirmative impact of KOL reviews on consumers' purchase decisions. Therefore, KOLs play a vital role in shaping customers' purchasing decisions and should strive to maintain their authenticity and honesty while providing valuable insights to their viewers.
Từ khóa
KOL; Quality of the review; TikTok; Fashion; Review
Chi tiết bài viết
Tài liệu tham khảo
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Chao, P., Wührer, G., & Werani, T. (2005). Celebrity and foreign brand name as moderators of country-of-origin effects. International Journal of Advertising, 24(2), 173-192. https://doi.org/10.1080/02650487.2005.11072913
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Chao, P., Wührer, G., & Werani, T. (2005). Celebrity and foreign brand name as moderators of country-of-origin effects. International Journal of Advertising, 24(2), 173-192. https://doi.org/10.1080/02650487.2005.11072913
Che, J. W., Cheung, C. M., & Thadani, D. R. (2017). Consumer purchase decision in Instagram stores: The role of consumer trust. https://aisel.aisnet.org/cgi/viewcontent.cgi?article=1003&context=hicss-50
Cho, S., & Workman, J. (2011). Gender, fashion innovativeness and opinion leadership, and need for touch: Effects on multi‐channel choice and touch/non‐touch preference in clothing shopping. Journal of Fashion Marketing and Management: An International Journal, 15(3), 363-382. https://doi.org/10.1108/13612021111151941
Cho, S., & Workman, J. E. (2015). College students’ frequency of use of information sources by fashion leadership and style of information processing. Fashion and Textiles, 2, 1-18. https://doi.org/10.1186/s40691-015-0049-2
Chung, S., & Cho, H. (2017). Fostering parasocial relationships with celebrities on social media: Implications for celebrity endorsement. Psychology & Marketing, 34(4), 481-495. https://doi.org/10.1002/mar.21001
Daneshvary, R., & Schwer, R. K. (2000). The association endorsement and consumers’ intention to purchase. Journal of Consumer Marketing, 17(3), 203-213. https://doi.org/10.1108/07363760010328987
Dewa, C. B., & Safitri, L. A. (2021). Pemanfaatan Media Sosial Tiktok Sebagai Media Promosi Industri Kuliner Di Yogyakarta Pada Masa Pandemi Covid-19 (Studi Kasus Akun TikTok Javafoodie). Khasanah Ilmu-Jurnal Pariwisata Dan Budaya, 12(1), 65-71. https://doi.org/10.31294/khi.v12i1.10132
Egger, C. (2016). Identifying Key Opinion Leaders in Social Network. Institute of Informatics, The University of Applied Sciences. https://epb.bibl.th-koeln.de/frontdoor/deliver/index/docId/845/file/ChristopherEgger-MasterThesis.pdf
Erdogan, B. Z. (1999). Celebrity endorsement: A literature review. Journal of Marketing Management, 15(4), 291-314. https://doi.org/10.1362/026725799784870379
Filieri, R., & McLeay, F. (2014). E-WOM and accommodation: An analysis of the factors that influence travelers’ adoption of information from online reviews. Journal of Travel Research, 53(1), 44-57. https://doi.org/10.1177/00472875134812
Flynn, L. R., Goldsmith, R. E., & Eastman, J. K. (1996). Opinion leaders and opinion seekers: Two new measurement scales. Journal of The Academy of Marketing Science, 24, 137-147. https://doi.org/10.1177/0092070396242004
Goldsmith, R. E. (2002). Explaining and predicting consumer intention to purchase over the internet: an exploratory study. Journal of Marketing Theory and Practice, 10(2), 22-28. https://doi.org/10.1080/10696679.2002.11501913
Hair, J. F., Anderson, R. E., Babin, B. J., & Black, W. C. (2010). Multivariate data analysis: A global perspective (Vol. 7): Pearson Upper Saddle River, NJ.
Harlem, W. (2023). Why choose Tiktok for starting an e-commerce clothing business? Retrieved from why-choose-tiktok-for-starting-an-e-commerce-clothing-business
Herstein, R. (2008). From Branded to Endorsement Corporate Identity Strategy: The Case of the Fattals Hotel Management Group. Tourism Review, 63(3), 48-56. https://doi.org/10.1108/16605370810901571
Hovland, C. I., & Weiss, W. (1951). The influence of source credibility on communication effectiveness. Public Opinion Quarterly, 15(4), 635-650. https://doi.org/10.1086/266350
Hsu, C. L., Chuan‐Chuan Lin, J., & Chiang, H. S. (2013). The effects of blogger recommendations on customers’ online shopping intentions. Internet Research, 23(1), 69-88. https://doi.org/10.1108/10662241311295782
Kaikati, J. G. (1987). Celebrity advertising: A review and synthesis. International Journal of Advertising, 6(2), 93-105. https://doi.org/10.1080/02650487.1987.11107007
Jia, Q., Xu, X., Zhou, M., Liu, H., & Chang, F. (2023). Exploring the determinants of continuous intention in TikTok from the perspective of social influence: a mixed approach of SEM and fsQCA. Journal of Electronic Business & Digital Economics, 2(1), 45-68. https://doi.org/10.1108/JEBDE-07-2022-0016
Kalbaska, N., Sádaba, T., & Cominelli, F. (2019). Fashion communication in the digital age: FACTUM 19 Fashion Communication Conference, Ascona, Switzerland, July 21-26, 2019. https://doi.org/10.1007/978-3-030-15436-3
Karp, K. (2018). New research: the value of influencers on Twitter. Retrieved from https://blog.x.com/en_us/a/2016/new-research-the-value-of-influencers-on-twitter
Keh, H. T., & Xie, Y. (2009). Corporate reputation and customer behavioral intentions: The roles of trust, identification and commitment. Industrial Marketing Management, 38(7), 732-742. https://doi.org/10.1016/j.indmarman.2008.02.005
Kuksov, D., & Liao, C. (2019). Opinion leaders and product variety. Marketing Science, 38(5), 812-834. https://doi.org/10.1287/mksc.2019.1179
Kulkov, I., Barner-Rasmussen, W., Ivanova-Gongne, M., Tsvetkova, A., Hellström, M., & Wikström, K. (2021). Innovations in veterinary markets: opinion leaders’ social capital. Journal of Business & Industrial Marketing, 36(13), 1-14. https://doi.org/10.1108/JBIM-02-2020-0098
Lai, I.K.W., & Liu, Y.D. (2020). The effects of content likeability, content credibility, and social media engagement on users’ acceptance of product placement in mobile social networks. Journal of Theoretical and Applied Electronic Commerce Research, 15, 1–19. https://doi.org/10.4067/S0718-18762020000300102
Lord, K. R., & Putrevu, S. (2009). Informational and transformational responses to celebrity endorsements. Journal of Current Issues & Research in Advertising, 31(1), 1-13. https://doi.org/10.1080/10641734.2009.10505253
Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1), 58-73. https://doi.org/10.1080/15252019.2018.1533501
Magyar, J. (2021). How COVID-19 Is Nudging The Fashion Industry To Go Circular. Retrieved from Forbes: https://www.forbes.com/sites/sap/2021/01/12/how-covid-19-is-nudging-the-fashion-industry-to-go-circular/?sh=6e794e022a63
Meehan, F. (2021). The problem with Tiktok, hauls and consumerism - Shift London. Shift London. Retrieved from https://www.shiftlondon.org/features/the-problem-with-fashion-tiktok-hauls-and-consumerist-culture/.
Mhalla, M., Yun, J., & Nasiri, A. (2020). Video-sharing apps business models: TikTok case study. International Journal of Innovation and Technology Management, 17(07), 2050050. https://doi.org/10.1142/S0219877020500509
Misra, S., & Beatty, S. E. (1990). Celebrity spokesperson and brand congruence: An assessment of recall and affect. Journal of Business Research, 21(2), 159-173. https://doi.org/10.1016/0148-2963(90)90050-N
Mowen, J. C., Park, S., & Zablah, A. (2007). Toward a theory of motivation and personality with application to word-of-mouth communications. Journal of Business Research, 60(6), 590-596. https://doi.org/10.1016/j.jbusres.2006.06.007
Muntinga, D. G., Moorman, M., & Smit, E. G. (2011). Introducing COBRAs: Exploring motivations for brand-related social media use. International Journal of Advertising, 30(1), 13-46. https://doi.org/10.2501/IJA-30-1-013-046
Naumanen, E. (2017). Celebrities of instagram-what type of content influences followers' purchase intentions and engagement rate? https://urn.fi/URN:NBN:fi:aalto-201707046311
Newberry, C. (2022). Influencer marketing guide: How to work with influencers. Retrieved from Hootsuite: https://blog.hootsuite.com/influencer-marketing/
O’Cass, A. (2004). Fashion clothing consumption: antecedents and consequences of fashion clothing involvement. European Journal of Marketing, 38(7), 869–882. https://doi.org/10.1108/03090560410539294
Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers’ perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39–52. https://doi.org/10.1080/00913367.1990.10673191
Pangalila, M. C., & Aprilianty, F. (2022). The Impact of TikTok Fashion Haul Videos Towards Generation Z's Purchase Decision in Indonesia. International Journal of Business and Technology Management, 4(3), 391-401. https://doi.org/10.55057/ijbtm.2022.4.3.33
Peng, C. (2021). Opinion Leaders, Short Videos and Virtual Communities in the Fashion Industry. In W. O. Editors, The Art of Digital Marketing for Fashion and Luxury Brands. https://doi.org/10.1007/978-3-030-70324-0_3
Pradhan, D., Duraipandian, I., & Sethi, D. (2016). Celebrity endorsement: How celebrity–brand–user personality congruence affects brand attitude and purchase intention. Journal of Marketing Communications, 22(5), 456-473. https://doi.org/10.1080/13527266.2014.914561
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