Analysis of the Influence of TikTok Influencers' Social Media Content on the Activities of Male and Female Consumer Groups

Abstract

Active social media users in Indonesia currently reach 60.4% of the total population of Indonesia. The level of engagement of social media users extends to TikTok, so in 2023 TikTok will experience a significant increase in the number of users. The features of social media play an important role in competing. Social media influencers are content creators who have a large number of followers. Social media influencers play a role in influencing their followers, thus expanding the level of engagement in consumer activities related to brands on social media. Consumer's Online Brand-Related Activities (COBRA) is a framework that measures the level of consumer engagement with brands on social media. This study aims to examine the activities of male and female consumer groups based on the influence of TikTok social media influencer content on a trademark. The implementation of the Consumer's Online Brand-Related Activities (COBRA) method is carried out in this study to observe consumer activities. The COBRA method was chosen because it captures consumer engagement with brands on social media by developing a scale to measure that engagement. The results of the study based on 426 respondents show that there is no difference in activities between male and female consumers based on the influencer content they see. The influencer content factor on social media has an influence on Consumption, Contribution, and Creation activities in both male and female consumer groups based on the COBRA scale.