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This study aimed to investigate how perceptions of TikTok content creators’ credibility affect customers’ intentions to engage with restaurant-related TikTok content and purchasing decisions. This study employed a survey method to gather responses from individuals who had viewed food and beverage content on TikTok, created by restaurant operators, influencers, and former customers who had patronized the establishments. Structural equation modeling (SEM) was used to test the hypotheses. The results indicated that the perceived credibility of TikTok content creators including restaurant operators, influencers, and former customers significantly affected the restaurant’s credibility on TikTok and consumers’ enjoyment. This, in turn, greatly influenced their intentions to engage with the restaurant’s TikTok content and their likelihood of making a purchase at the restaurant. This study advances theoretical and practical knowledge by assessing the reliability of TikTok content creators which provided understanding of the Stimulus-Organism-Response (SOR) Model by investigating how content from restaurants, influencers, and former customers affects restaurant credibility on TikTok and delivers a hedonic experience to consumers.
Kumsawat et al. (Tue,) studied this question.