Impact of social media celebrities credibility on followers’ online purchasing behavior: mediating role of followers’ loyalty

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Social media celebrities' credibility significantly enhances followers' online purchase intentions, promoting loyalty.
Key metrics demonstrate that trustworthiness, attractiveness, and expertise of influencers drive consumer behavior.
The research utilized multiple regression analysis on 350 valid questionnaires to uncover these relationships.
Findings support the idea that loyalty mediates the connection between influencer credibility and purchasing actions.

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Study shows social media celebrities' credibility boosts online purchasing behavior in followers, indicating loyalty is a key factor.

Sun et al. (2025) studied this question.

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