The ongoing evolution of the digital sphere has amplified the importance of social media and, consequently, online influencers, who have transformed how individuals think, gather information, and shop. Consumers are increasingly seeking authenticity, a trend mirrored in the rise of TikTok, a social network that enables users to engage more genuinely with influencers. This thesis explores the authenticity of TikTok influencers and examines the factors that influence it. In the first part, we reviewed the literature and past studies on influencers, the TikTok social network, and authenticity, and defined these concepts. In the second part, we conducted a study using multiple regression analysis, treating authenticity as a multidimensional concept. The results revealed that the perceived authenticity of influencers on TikTok is significantly influenced by the consistency, similarity, and quality of their content, while the attractiveness of the influencer and the number of followers do not play a significant role.
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