Boosting online user engagement with short video endorsement content on TikTok via the image transfer mechanism

Abstract

In today’s digital environment, influencer marketing has been established as an essential and powerful tool in promoting meaningful engagement between brands and consumers. Rooted in Social Identity Theory and Trust Transfer Theory, this study investigates how the image transfer from the influencers to the platform and product plays a critical role in boosting online user engagement with short video endorsement content. Empirically tested with 801 TikTok users, the findings reveal that the positive image of the influencer transfers to platform and product images, and show how the platform’s positive image further enhances the positive image of the endorsed product. Notably, influencer popularity serves as a moderator, intensifying image transfer effects for highly popular influencers. These mechanisms, in turn, influence online engagement intentions and such behaviors as affection, conscious attention, social connection, and enthused participation. The study presents profound theoretical and practical implications, empowering marketers to optimize influencer strategies for success in the dynamic digital landscape.