The Influencer Marketing in Digital Media Platform: Based on Jiaqi Li on Douyin and Chiara Ferragni on Instagram

Kairan Shi

2025

Abstract

With the development of social media, people frequently share their lives on these platforms, and influencer marketing has gradually emerged. Different social media platforms vary in how they present content. This study will examine influencer marketing on various digital media platforms by comparing Li Jiaqi's marketing on Douyin with Chiara Ferragni's marketing on Instagram. A literature review will be used to highlight existing research and its gaps. This study will also employ a case study approach to provide a more detailed explanation. The research finds that influencer marketing on both Douyin and Instagram offers unique advantages for brands. Leveraging the characteristics of each social media platform, Douyin facilitates short-term, high-efficiency conversions by capitalizing on users' tendency for impulsive purchases. On Instagram, brands establish a fashionable and high-end image in consumers' minds, as users typically take more time to consider their purchases. The study will also provide recommendations for brands on how to prevent user fatigue.

Paper Citation

in Harvard Style

Shi K. (2025). The Influencer Marketing in Digital Media Platform: Based on Jiaqi Li on Douyin and Chiara Ferragni on Instagram. In Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM; ISBN 978-989-758-791-7, SciTePress, pages 333-338. DOI: 10.5220/0014113500004942

in Bibtex Style

@conference{apmm25,
author={Kairan Shi},
title={The Influencer Marketing in Digital Media Platform: Based on Jiaqi Li on Douyin and Chiara Ferragni on Instagram},
booktitle={Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM},
year={2025},
pages={333-338},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0014113500004942},
isbn={978-989-758-791-7},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management - Volume 1: APMM
TI - The Influencer Marketing in Digital Media Platform: Based on Jiaqi Li on Douyin and Chiara Ferragni on Instagram
SN - 978-989-758-791-7
AU - Shi K.
PY - 2025
SP - 333
EP - 338
DO - 10.5220/0014113500004942
PB - SciTePress