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This study examines the impact of personal characteristics (interaction, credibility, attitude) and digital content attributes (creativity, account interface, video entertainment) on users’ decisions to follow KOLs on TikTok, focusing on the mediating roles of user enjoyment and trust. Data collected from 235 TikTok users in Ho Chi Minh City were analyzed using SmartPLS 4.0. The findings reveal that video entertainment, interaction, credibility, and attitude significantly impact user enjoyment and trust, which drives the decision to follow KOLs. This research offers practical insights to assist users in selecting suitable KOLs and provides a strategic framework for businesses and KOLs to engage with users on TikTok more effectively.

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How KOLs’ Personal Characteristics and Digital Content Attributes Influence TikTok Users’ Decision to Follow: The Mediating Roles of Enjoyment and Trust

  • 会议论文

  • 发表日期：

    2026年

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  • Anh Tho To,
  • Thi Diem Nguyen,
  • Thi Minh Thanh Dang,
  • Thi Minh Tram Nguyen,
  • Nguyen Kim Dan Tran

摘要

This study examines the impact of personal characteristics (interaction, credibility, attitude) and digital content attributes (creativity, account interface, video entertainment) on users’ decisions to follow KOLs on TikTok, focusing on the mediating roles of user enjoyment and trust. Data collected from 235 TikTok users in Ho Chi Minh City were analyzed using SmartPLS 4.0. The findings reveal that video entertainment, interaction, credibility, and attitude significantly impact user enjoyment and trust, which drives the decision to follow KOLs. This research offers practical insights to assist users in selecting suitable KOLs and provides a strategic framework for businesses and KOLs to engage with users on TikTok more effectively.