TikTok videos on brand love and brand authenticity in the tourism industry

TikTok has emerged as a robust social media platform in the tourism industry. Therefore, this study aims to investigate the moderating role of the trustworthiness of celebrities between TikTok videos and brand love/brand authenticity based on self-congruity theory in a tourism context. The results exhibit that TikTok videos have a significant positive relationship with brand love. However, TikTok has an insignificant relationship with brand authenticity. The study also provides empirical evidence about the moderating role of celebrity trustworthiness between TikTok videos and brand love/authenticity. The trustworthiness of celebrities negatively moderates the relationship between TikTok videos and brand love/brand authenticity.