Saudi Cultural Missions Theses & Dissertations
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Item Restricted The Influence of NWOM By Beauty Community Influencers in TikTok On Brand Image(Queen Mary University of London, 2024-08-15) Alharthani, Shahad; Sheng, JieBackground: The increasing influence of social media, particularly TikTok, has transformed the landscape of digital marketing, where influencers play a pivotal role in shaping consumer perceptions and brand image. While much of previous literature has focused on the positive impacts of influencer marketing, there is limited understanding of the negative word-ofmouth (NWOM) effects, particularly through the phenomenon of "deinfluencing," where influencers publicly criticize brands. Purpose: This study aims to explore the impact of deinfluencing on brand image and consumer perceptions within the beauty community on TikTok. It seeks to fill the gap in existing literature by examining how negative endorsements by influencers affect consumer perception of brands. Method: Utilizing a qualitative research approach, this study employs netnography to analyze comments from TikTok videos involving an influencer's deceitful marketing campaign and a deinfluencer's response. Sentiment analysis using VADER, supported by manual review and cross-examination with other tools like TextBlob and MonkeyLearn, provides a comprehensive understanding of audience reactions. Findings: The study reveals that deinfluencing significantly impacts influencer credibility when involved in deceitful marketing campaigns. While the majority of comments expressed negative sentiments toward the influencer for their deceptive practices, only a small percentage criticized the brand. In contrast, the findings also show that deinfluencers can increase their credibility through their criticising of brands and their products.38 0