To read this content please select one of the options below:

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

Demi Shenrui Deng (School of Hospitality Business Management, Carson College of Business, Washington State University, Pullman, Washington, USA)
Soobin Seo (School of Hospitality Business Management, Carson College of Business, Washington State University, Everett, Washington, USA)
Zhenmin Li (School of Microelectronics, Hefei University of Technology, Hefei, China)
Erica Weintraub Austin (Murrow Center for Media and Health Promotion Research, Edward R. Murrow College of Communication, Washington State University, Pullman, Washington, USA)

Journal of Hospitality and Tourism Technology

ISSN: 1757-9880

Article publication date: 3 May 2022

Issue publication date: 12 July 2022

2336

Abstract

Purpose

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/approach

Topic 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.

Findings

The 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 implications

The findings provide hospitality and wine practitioners, SMI and brand sponsors valuable information to use this advanced tactic among various social networking services.

Originality/value

This 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.

顾客在 TikTok(抖音)对网红葡萄酒营销短视频有何见解?探索性别和代际差异

研究目的

本研究旨在了解社交媒体用户对最受欢迎的平台 - 抖音- 的网红认可的葡萄酒短视频的反应, 依靠消息解释过程 (MIP) 框架, 并识别性别和世代群组的细分差异(Z世代和 Y 世代)。

研究设计/方法论

利用主题建模、内容分析和定量分析来破译从30 名社交媒体网红发布的 81 个葡萄酒视频中关注葡萄酒产品和消费体验信息检索到的 UGC 数据。

研究发现

结果表明, 社交媒体用户最倾向于回应产品相关话题, 其次是影响者、情绪、饮酒意图、行为和怀疑态度。同时, 调查结果还显示, 女性群体更可能参与有社交媒体网红主题的话题, 而男性群体对产品主题的贡献更大。 Z 世代队列涉及更多关于饮酒意图的主题, 而 Y 世代则表现更多怀疑。

研究实践意义

研究结果为酒店和葡萄酒从业者、社交媒体影响者和品牌赞助商提供了宝贵的信息, 以在各种社交网络服务中使用这种先进的策略。

研究原创性/价值

这项研究首次通过 UGC 数据掌握了抖音用户对这种新兴的网红营销策略的看法。通过 MIP 体现性别和代际群体的差异从而体现本研究的原创价值。

Keywords

Acknowledgements

The authors would like to convey special thanks to Dr Charles Johnston for contributing to the editing service.

Citation

Deng, D.S., Seo, S., Li, Z. and Austin, E.W. (2022), "What people TikTok (Douyin) about influencer-endorsed short videos on wine? An exploration of gender and generational differences", Journal of Hospitality and Tourism Technology, Vol. 13 No. 4, pp. 683-698. https://doi.org/10.1108/JHTT-05-2021-0143

Publisher

:

Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

Related articles