The Paradox of Influence: Authenticity in TikTok's Blurred Digital Space

The dynamics of short-form video platform TikTok has created new ways for marketers to advertise, blurring the lines between regular content and commercial messaging. In 2022, the European Commission implemented guidelines to protect consumers from hidden advertising practices. As a result, social media influencers must disclose brand partnerships with labels such as 'advertising' or 'ad'. However, studies found out that about 80% of sponsored posts were not disclosed after these guidelines. This raises critical concerns about the consumer perception of authenticity. The primary objective of this study was to examine how TikTok content types (rogue marketing and native advertising) and different types of persuasive language devices (rhetorical question, anaphora, and awareness patterns) influence consumers' perceived authenticity. This quantitative study conducted an experimental survey (N = 240), in which a 2x3 between-subject design was used. Participants were exposed to one of six stimuli, in which perceived authenticity was measured using an adapted PASMI scale (sincerity and truthful endorsement). Data were analysed using a PCA and a Two-Way ANOVA. The results indicated that PASMI scale item truthful endorsement reached a marginally significant interaction effect, in which native advertising content with the use of rhetorical question led to the highest perceived authenticity, instead of rogue marketing as was initially expected. Additionally, when solely men were selected, a difference in perceived authenticity was detected concerning persuasive language tools with the use of anaphora leading to the highest perceived authenticity, while for women the use of rhetorical question led to the highest perceived authenticity. These findings offer valuable insights for marketers and regulators seeking to build connections with its audience, and to better protect from hidden advertising practices.