Checkout or Scroll Down? Investigating TikTok’ Influencer Credibility Effects on Followers' Purchase Intentions

Checkout or Scroll Down? Investigating TikTok’ Influencer Credibility Effects on Followers' Purchase Intentions

Objective: This study explores the influence of influencer credibility on consumer purchasing intentions on TikTok, focusing on the Indonesian market. It examines the mediating roles of trust and online engagement in the relationship between influencer credibility and purchasing intentions, providin...

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Bibliographic Details
Main Authors: Salsabil Dwi Kusuma Prasetyo, Nurdin Sobari
Format: Article
Language:English
Published: Universitas Airlangga 2024-12-01
Series:Jurnal Manajemen Teori dan Terapan
Subjects:
influencer credibility
purchase intention
trust
influencer marketing
Online Access:https://e-journal.unair.ac.id/JMTT/article/view/58532
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