It's safe to say, many marketers today are looking to social media platforms to promote their products. Within the last three years, one platform in particular has caught the attention of many, including marketers and users of consumer packaged goods (CPG).
That website, of course, is TikTok.
Keiry Echeverria, a Marketing Research student at the University of Arkansas, wrote a study about the the impact of TikTok influencers on shopping behaviour which was featured on the Field Agent US blog.
In the study she explores:
- What exactly is the impact of TikTok-influencer content on common CPG purchases?
- How much power do influencers on the platform have over CPG shoppers?
- What CPG-influencer traits and content characteristics resonate with platform users?
