Source credibility construction and portrayals of beauty influencers through Douyin short videos

Abstract

This study investigates the primary source credibility strategies employed by Chinese and non-Chinese beauty influencers on Douyin, exploring the similarities and differences in their self-portrayals. This study combines content analysis with the textual analysis of Douyin short videos. Content analysis was employed to categorize and count the number and frequency, and textual analysis was used to analyze the meanings generated in the media texts for 80 Douyin short videos from both groups. Chinese beauty influencers mainly adopt Dependable, Reliable, Sincere and Trustworthy to present themselves with trustworthiness; Expert and qualified to present themselves with expertise; Body Attractiveness to present themselves with attractiveness. Foreign beauty influencers mainly adopt Trustworthy to present themselves with trustworthiness; Expert as the strategy to present themselves with expertise; Beautiful, Facial Attractiveness and Body Attractiveness as the strategy to present themselves with attractiveness. Furthermore, key differences include the frequency and selection of credibility strategies, content themes (product reviews vs. fashion), and incorporation of cultural nuances (present among foreign influencers in China but not Chinese influencers).