Multi-route to influencer marketing effectiveness: a cross-cultural study of TikTok

Purpose TikTok influencer marketing occurs in a dynamic social media landscape marked by mounting regulatory pressure, producing international marketing implications. Now, brands must understand how to quickly adapt and enhance TikTok content engagement across borders. This study proposes and tests a multi-route model of TikTok content engagement across two cultures (individualist vs. collectivist) based on four theoretical frameworks—the dual-route model of Douyin (TikTok) influencer marketing, the Digital Content Marketing (DCM) framework, self-congruity theory, and the theory of individualism and collectivism. Design/methodology/approach Drawing on four theoretical frameworks, the study develops and tests a multi-route model of content engagement. The model includes influencer agility, content quality, and influencer-follower congruence as key drivers of engagement. Data were collected from TikTok users in two culturally distinct countries (the US, representing an individualistic culture, and Kuwait, representing a collectivist culture) to assess the model's cross-cultural validity. Findings The results show that influencer agility, content quality, and influencer-follower congruence significantly enhance TikTok content engagement. In turn, engagement positively influences brand awareness and in-app purchase intention. Furthermore, the effects of content engagement and brand awareness on purchase intention are stronger in the individualistic culture than in the collectivist one. Originality/value This study is among the first to integrate multiple theoretical perspectives into a comprehensive model of TikTok influencer marketing across cultures. It provides novel insights into the differential impact of engagement drivers and outcomes based on cultural context, offering actionable implications for global brands seeking to optimize their cross-cultural influencer marketing strategies on TikTok.