Purpose This study investigates the impact of social media celebrities’ credibility on followers’ online purchasing behavior, focusing on the mediating role of follower loyalty. It extends theoretical research on social media celebrity marketing, examining the mechanisms by which influencer credibility influences consumer behavior. Design/methodology/approach The 350 valid questionnaires were analyzed; using multiple regression analysis, the study examines the relationships between social media celebrities’ credibility (attractiveness, trustworthiness and expertise) and followers’ online purchase intentions and the mediating role of followers’ loyalty. Findings The results reveal a significant positive relationship between social media celebrities’ credibility dimensions (attractiveness, trustworthiness and expertise) and followers’ online purchase intentions. Followers’ loyalty mediates the above relationship, indicating that these credibility attributes influence purchase intentions by fostering loyalty. Originality/value This study integrates social learning theory, source credibility theory and customer loyalty theory to develop a framework that assesses the impact of influencer credibility on online purchasing behavior. It addresses research gaps by highlighting the role of follower loyalty and provides actionable insights for social media celebrities to promote their followers’ online purchasing behavior.
Sun et al. (Tue,) studied this question.