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The Impact of YouTube and TikTok Influencers in the Customer Journey: An Empirical Comparative Study Among Generation Z Users

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Marketing and Smart Technologies

Part of the book series: Smart Innovation, Systems and Technologies ((SIST,volume 337))

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Abstract

The present paper aims to analyze the impact of YouTubers and TikTokers influencers in the customer journey phases, among Generation Z users. To do so, a quantitative deductive empirical study was carried out. The respective data collection was made via an online questionnaire survey, obtaining a valid sample of 529 participants. The results show that both type of influencers might influence the customer journey, but mainly in the first stages of the process. It was also found that YouTubers tend to have a higher influence in each of those stages than TikTokers. Although the topic of social media influencers has already been studied in several research papers, no study was found addressing separately the stages of the customer journey decision-making process, neither comparing influencers of both platforms in that context.

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Acknowledgements

The authors acknowledge financial support from Instituto Politécnico de Setúbal (IPS) and National Funds of the FCT–Portuguese Foundation for Science and Technology within the project “UIDB/04007/2020”. Authors also gratefully acknowledge the help of IPS Marketing Research course students in gathering the primary data.

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Authors and Affiliations

  1. Instituto Politécnico de Setúbal, ESCE, Setúbal, Portugal

    Paulo Duarte Silveira

  2. CEFAGE, Universidade de Évora, Évora, Portugal

    Paulo Duarte Silveira

  3. Universidade Lusófona, CICANT Research Centre, Lisbon, Portugal

    Fábio Sandes

  4. Instituto Politécnico de Setúbal, ESCE, CICE, Setúbal, Portugal

    Duarte Xara-Brasil

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  1. Paulo Duarte Silveira
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  2. Fábio Sandes
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  3. Duarte Xara-Brasil
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Corresponding author

Correspondence to Paulo Duarte Silveira .

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Editors and Affiliations

  1. University of Maia—ISMAI, Maia, Portugal

    José Luís Reis

  2. FHNW School of Business, University of Applied Sciences and Arts, Olten, Switzerland

    Marc K. Peter

  3. University of Santiago de Compostela, Santiago de Compostela, Spain

    José Antonio Varela González

  4. Faculty of Organizational Sciences, University of Belgrade, Belgrade, Serbia

    Zorica Bogdanović

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Silveira, P.D., Sandes, F., Xara-Brasil, D. (2023). The Impact of YouTube and TikTok Influencers in the Customer Journey: An Empirical Comparative Study Among Generation Z Users. In: Reis, J.L., Peter, M.K., Varela González, J.A., Bogdanović, Z. (eds) Marketing and Smart Technologies. Smart Innovation, Systems and Technologies, vol 337. Springer, Singapore. https://doi.org/10.1007/978-981-19-9099-1_26

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  • DOI: https://doi.org/10.1007/978-981-19-9099-1_26

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