A phenomenological study on TikTok micro-influencer content strategies and challenges on purchase intent for local food brands

Abstract

A qualitative phenomenological design was employed to capture consumers' lived experiences. Ten active TikTok users, familiar with food related micro influencer content and with prior experience purchasing local food products, participated in a 60–90-minute focus group discussion. The session was audio recorded with informed consent, transcribed verbatim, and analyzed thematically to identify recurring patterns, shared meanings, and emergent themes. The analysis revealed three major themes: (1) consumer perceptions of credibility and authenticity, (2) content strategies employed by TikTok micro influencers, and (3) purchase intent toward local food brands. Credibility was consistently associated with honesty, authenticity, realistic product presentation, and genuine reactions. Participants emphasized that storytelling, clear visual demonstrations, food preparation content, and creative approaches were persuasive in generating interest and reducing uncertainty toward unfamiliar products. These strategies encouraged consumers to consider or trial promoted local food brands. However, actual product quality remained a decisive factor in shaping subsequent purchasing decisions, underscoring the interplay between marketing influence and product experience. The study concludes that TikTok micro influencer marketing can effectively strengthen purchase intention when influencers are perceived as credible and relatable, and when they employ authentic, creative, and visually engaging content that accurately represents product quality. Beyond its immediate findings, the study contributes to the broader discourse on digital marketing by situating consumer experiences within a phenomenological framework, thereby offering insights into how authenticity and trust mediate the relationship between influencer strategies and consumer behavior.