중국 틱톡 숏폼에서 일반 인플루언서의 성공요인에 관한 사례연구

Abstract

With the growing integration of short-form videos and e-commerce, ordinary influencers have increasingly emerged as pivotal intermediaries linking brands and consumers. Nevertheless, extant research has predominantly concentrated on celebrity or expert influencers, leaving systematic investigations of everyday influencers relatively underdeveloped. Grounded in parasocial interaction theory, this study conceptualizes the core attributes of influencers along five dimensions: entertainment, informativeness, authenticity, empathy, and interactivity. Two representative cases from China’s TikTok platform—“Dongbei Tiezhu (东北铁柱)” and “Malatang (麻辣烫)”—were selected for analysis. The findings reveal that, despite differences in regional background and content domain, both influencers demonstrated the five dimensions to a significant degree. These characteristics fostered trust through real-life narratives and emotional resonance, enhanced appeal by combining entertainment with informative content, and reinforced audience engagement and immersion through active interaction. The results suggest that everyday influencers, by leveraging parasocial interaction mechanisms, can effectively reduce psychological distance with consumers, thereby enhancing content persuasiveness and driving purchase conversion. This study not only identifies the key factors underpinning the success of everyday influencers but also considers their implications for marketing practice. In particular, in light of Korean consumers’ growing demand for authentic interaction and emotional resonance, the successful practices of Chinese everyday influencers offer valuable benchmarks for the domestic market.