Analyzing the effects of influencer marketing on consumer behavior: Insights from social influence theory in TikTok Campaigns

This study examines the impact of influencer marketing on consumer behavior through the lens of Social Influence Theory, focusing on campaigns conducted on TikTok, a platform renowned for its unique algorithm and highly engaged Gen Z audience. Employing a qualitative case study methodology, the research analyzes three successful TikTok campaigns: Chipotle’s #GuacDance Challenge, Gymshark’s fitness influencer initiative, and e.l.f. Cosmetics’ #EyesLipsFace campaign. Findings reveal that influencers play pivotal roles as agents of both normative and informational influence. Normative influence fosters conformity and participation in viral trends, as demonstrated by Chipotle’s campaign, which led to unprecedented digital sales. Informational influence builds trust in influencer expertise, evident in Gymshark’s ability to enhance brand loyalty through fitness content. TikTok’s features, such as user-generated content and virality potential, amplify these effects, making it a powerful tool for brand promotion. Thematic analysis highlights how influencer-driven strategies affect purchase decisions, brand loyalty, and user engagement. While these campaigns underscore TikTok’s transformative role in digital marketing, the study acknowledges limitations, including its platform-specific focus and the use of a limited number of case studies. Future research could explore comparative analyses across different social media platforms to generalize findings. These insights offer theoretical contributions to understanding digital consumer behavior and practical recommendations for brands to optimize influencer collaborations on TikTok by selecting suitable influencers, crafting authentic content, and leveraging the platform’s algorithm for maximum reach and engagement.