Influencer Credibility? Reevaluating Influencer Status & Engagement Among Gen-Z TikTok Users

Abstract

“Influencer Credibility? Reevaluating Influencer Status & Engagement Among Gen-Z TikTok Users” examines how influencer status and content type impact Gen-Z’s perceptions of credibility, engagement, and purchase intentions on TikTok. Using a 2x2 experimental design, the study tested how high- versus low-status influencers and promotional versus organic content shaped consumer responses among 141 Gen-Z TikTok users. Results revealed that content type, specifically organic content, significantly increased both perceived credibility and purchase intention, while there was no significant effect of an influencer’s status. Additionally, perceived credibility was strongly correlated with engagement behaviors such as liking, sharing, and bookmarking a post. These findings challenge traditional assumptions about follower count and highlight Gen-Z’s importance of authenticity over status in digital marketing. The findings contribute to the evolving literature on influencer marketing and offer practical guidance for brands aiming to maximize their return on TikTok influencers.