Who Holds the Influence? Consumer Experiences of Micro- and Macro-Influencers on TikTok

Abstract

To address the evolving landscape of social media and the dominating role of influencer marketing, this study explores key aspects of consumer behavior in relation to social media influencers on TikTok, with a particular focus on how micro- and macro-influencers shape consumer experiences, engagements and emotional connections. Drawing on consumer culture theory, including concepts such as para-social relationships, communities, authenticity, and perspectives on decision-making, this paper illustrates connections and differences between consumer experiences of influencers and their impact on consumption behaviors. The paper is based on empirical material gathered through qualitative in-depth interviews with 13 female consumers between the ages of 22 and 27. The findings reveal that consumers’ experiences with micro- and macro-influencers on TikTok are highly individualized, depending on personal perceptions of relatability, community building and trustworthiness. It is also found that in some contexts, the amount of followers an influencer has is essential in determining its influence, while in others, it is less important. The results also bring out a discussion on how the influence on consumer behaviors are shaped by individual levels of agency. This study contributes to a more nuanced understanding of the role of influencer marketing in shaping consumer behavior, and addresses a prevalent research gap on the impact of different types of influencers.