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

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dc.contributor.authorAhmad, Sheraz
dc.date.accessioned2026-08-06T10:54:24Z
dc.date.available2026-08-06T10:54:24Z
dc.date.issued2026-01-01
dc.description.abstractTikTok 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.
dc.identifier.citationAnatolia, 37(1), 44-60, 2026
dc.identifier.doi10.1080/13032917.2025.2540846
dc.identifier.issn13032917
dc.identifier.other2-s2.0-105012525493
dc.identifier.urihttps://dspace.kmitl.ac.th/handle/123456789/17817
dc.sourceAnatolia
dc.subjectbrand authenticity
dc.subjectbrand love
dc.subjectself-congruity theory
dc.subjectTikTok
dc.subjecttrustworthiness
dc.titleTikTok videos on brand love and brand authenticity in the tourism industry
dc.typeArticle

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