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What people TikTok (Douyin) about influencer-endorsed short videos on wine? An exploration of gender and generational differences

What people TikTok (Douyin) about influencer-endorsed short videos on wine? An exploration of... This study aims to understand social media users’ responses to the influencer-endorsed wine short videos on the most popular platform – Douyin, relying on message interpretation process (MIP) framework and identify segmentation differences from gender and the generational cohorts (Gen Z and Gen Y).Design/methodology/approachTopic modeling, content analysis and quantitative analysis were used to decipher the user-generated content (UGC) data retrieved from 81 wine videos posted by the top 30 social media influencers (SMI) who focused on wine products and consumption experience messages.FindingsThe results demonstrate social media users are most inclined to respond to product-related topics, followed by the influencer, emotional, alcohol drinking intent, behavioral and skepticism. Meanwhile, the findings also revealed that the female group was more likely to engage in influencer topics, whereas the male group contributed more to product subjects. Gen Z cohort involved more themes about alcohol drinking intent, whereas Gen Y contributed more to skepticism.Practical implicationsThe findings provide hospitality and wine practitioners, SMI and brand sponsors valuable information to use this advanced tactic among various social networking services.Originality/valueThis study is the first to grasp the Douyin users’ perceptions of this newly emerged influencer marketing strategy via UGC data. Originality is established by investigating gender and generational cohorts’ differences underlined by MIP. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Hospitality and Tourism Technology Emerald Publishing

What people TikTok (Douyin) about influencer-endorsed short videos on wine? An exploration of gender and generational differences

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Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1757-9880
eISSN
1757-9880
DOI
10.1108/jhtt-05-2021-0143
Publisher site
See Article on Publisher Site

Abstract

This study aims to understand social media users’ responses to the influencer-endorsed wine short videos on the most popular platform – Douyin, relying on message interpretation process (MIP) framework and identify segmentation differences from gender and the generational cohorts (Gen Z and Gen Y).Design/methodology/approachTopic modeling, content analysis and quantitative analysis were used to decipher the user-generated content (UGC) data retrieved from 81 wine videos posted by the top 30 social media influencers (SMI) who focused on wine products and consumption experience messages.FindingsThe results demonstrate social media users are most inclined to respond to product-related topics, followed by the influencer, emotional, alcohol drinking intent, behavioral and skepticism. Meanwhile, the findings also revealed that the female group was more likely to engage in influencer topics, whereas the male group contributed more to product subjects. Gen Z cohort involved more themes about alcohol drinking intent, whereas Gen Y contributed more to skepticism.Practical implicationsThe findings provide hospitality and wine practitioners, SMI and brand sponsors valuable information to use this advanced tactic among various social networking services.Originality/valueThis study is the first to grasp the Douyin users’ perceptions of this newly emerged influencer marketing strategy via UGC data. Originality is established by investigating gender and generational cohorts’ differences underlined by MIP.

Journal

Journal of Hospitality and Tourism Technology – Emerald Publishing

Published: Jul 12, 2022

Keywords: Gender; Wine; Influencer marketing; TikTok; Douyin; Gen Z Gen Y; Short video; 关键词 网红营销; 抖音; 短视频; 性别; Z世代; Y世代

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