Cross Cultural Influencer Marketing on TikTok and Douyin

Garcia Fernandez · Journal of Enterprise and Business Intelligence (2026) · DOI: 10.53759/5181/jebi202606011

Resumen

Short-video platforms are now a powerful and fast-evolving type of social media all over the world, but the behavior of the users is different in the different cultural backgrounds. This paper will compare the similarities and differences between TikTok users in the United States and Douyin users in China based on the use of the platforms, the interest in influencers, the purchase intention, and the cultural value of the individual. Online survey was carried out (N = 439) in the form of a cross-sectional survey; the respondents were separate in terms of age young (1829) and older (3049). Findings suggest that Chinese users have increased platform experience, socialization levels of US users, and purchase intentions with influencers are stronger with Chinese. The individual cultural dimensions partly do not meet the expectations at the national level, and the assessment of the culture at the individual level will be useful in digital media research and global marketing strategies.

Instituciones: Universidad San Ignacio de Loyola