Short-video platforms are now a powerful and fast-evolving type of social media all over the world, but the behavior of the users is different in the different cultural backgrounds. This paper will compare the similarities and differences between TikTok users in the United States and Douyin users in China based on the use of the platforms, the interest in influencers, the purchase intention, and the cultural value of the individual. Online survey was carried out (N = 439) in the form of a cross-sectional survey; the respondents were separate in terms of age young (1829) and older (3049). Findings suggest that Chinese users have increased platform experience, socialization levels of US users, and purchase intentions with influencers are stronger with Chinese. The individual cultural dimensions partly do not meet the expectations at the national level, and the assessment of the culture at the individual level will be useful in digital media research and global marketing strategies.
Keywords
TikTok, Douyin, Influencer Marketing, Purchase Intention, Cultural Dimensions, Cross-Cultural Comparison.
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Garcia Fernandez
USIL, Campus Fernando Belaunde Terry, La Molina Location, La Molina, Peru.
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Garcia Fernandez, “Cross Cultural Influencer Marketing on TikTok and Douyin”, Journal of Enterprise and Business Intelligence, vol.6, no.2, pp. 102-111, April 2026. doi: 10.53759/5181/JEBI202606011.
