Impact of social media celebrities credibility on followers’ online purchasing behavior: mediating role of followers’ loyalty
Abstract
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.
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Sun et al. (2025) found that social media celebrity credibility positively influences followers' online purchase intentions, with follower loyalty serving as a mediator.
“Sun et al. (2025) found that social media celebrity credibility, conceptualized through attractiveness, trustworthiness, and expertise, positively influences followers' online purchase intentions, with follower loyalty serving as a mediator.”
From Understanding consumer purchase intention in social media influencer marketing: the mediating role of parasocial relationship and trust in the Moroccan context (2026) · cites this paper as Sun et al., 2025
Cites
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Measuring Attitude toward the Brand and Purchase Intentions
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Nassim, S., Soulami, M., Hasinat, I., Nassim, I., & Touate, S. (2026) · Frontiers in Communication · doi:10.3389/fcomm.2026.1911649
- Authors
- Sun, W., Song, L., Mangi, T. A., & Khoso, W. M.
- Affiliations
- Xi'an Jiaotong University (CN)
- School of Management, Xi'an Jiaotong University , ,
- Nanjing University of Aeronautics and Astronautics (CN)
- Venue
- Asia Pacific Journal of Marketing and Logistics
- Publisher
- Emerald
- Published
- 2025-10-07
- Volume
- 38
- Issue
- 9
- Pages
- 2693-2710
- ISSN
- 1355-5855 (ISSN-L)
- 1758-4248
- OpenAlex
- W4414926615
- Cited by
- 7
- References
- 5
- Citations by year
- 2026: 7
- FWCI
- 8.02
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Asia Pacific Journal of Marketing and Logistics (publishedVersion)
- Topics
- Social Sciences › Sociology and Political Science › Digital Marketing and Social Media
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior and Marketing Influence
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
- Keywords
- social media celebrities, influencer credibility, follower loyalty, online purchase intention, attractiveness, trustworthiness, expertise, consumer behavior, source credibility theory, social learning theory
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