Understanding consumer purchase intention in social media influencer marketing: the mediating role of parasocial relationship and trust in the Moroccan context

Classified as probably not a substantial claim.

Trust represents a complementary relational mechanism that reflects consumers' willingness to rely on an influencer's recommendations by reducing uncertainty and perceived risk.

“Trust represents a complementary relational mechanism that reflects consumers' willingness to rely on an influencer's recommendations by reducing uncertainty and perceived risk (Azzouzi and Naoui, 2025;Lou and Yuan, 2019).”

• cites Azzouzi and Naoui, 2025 sourcePartly supported

  In the paper’s section labeled “Mots” (page not available), Azzouzi and Naoui say that a trusted influencer may lessen perceived purchase risk and discuss the importance of consumer trust. The passages do not define trust as willingness to rely on recommendations or describe it as a complementary relational mechanism that reduces uncertainty. (LLM, conf=0.83)

  Experimental — accuracy not yet measured
• cites Lou and Yuan, 2019 sourceNot checked — no full text of the source

Probably not a substantial claim: may not pass S3 (load-bearing).

The operationalization of influencer credibility using Ohanian's items has been widely adopted in previous influencer marketing studies.

“This operationalization has been widely adopted in previous influencer marketing studies (Lou and Yuan, 2019;Martiningsih and Setyawan, 2022;Sokolova and Kefi, 2020).”

• cites Lou and Yuan, 2019 sourceNot checked — no full text of the source
• cites Martiningsih and Setyawan, 2022 sourceSupported
• cites Sokolova and Kefi, 2020 sourceNot checked — no full text of the source

May combine two claims.

This sequence reflects a progression from cognitive appraisal to affective engagement to dispositional trust to behavioral intent, consistent with recent empirical findings.

“This sequence reflects a progression from cognitive appraisal to affective engagement to dispositional trust to behavioral intent, consistent with recent empirical findings from Sharkasi and Rezakhah (2023) and Tripopsakul and Hoonsopon (2025).”

• cites Sharkasi and Rezakhah, 2023Not matched

  Couldn’t be matched to a paper in Crossref, so it can’t be checked.

• cites Tripopsakul and Hoonsopon, 2025 sourcePartly supported

  The Structural Model Assessment reports a significant path from influencer credibility through parasocial relationships to purchase intention, supporting a progression from credibility to emotional engagement to behavioral intent. It does not test dispositional trust as a separate stage after emotional engagement; trustworthiness is instead a component of the initial credibility measure (Assessment of the Lower-Order Constructs). (LLM, conf=0.87)

  Experimental — accuracy not yet measured

May combine two claims.

Influencer credibility significantly enhances both parasocial relationships and trust.

“The results indicate that influencer credibility significantly enhances both parasocial relationships and trust.”

May combine two claims.

The indirect effect of IC on PI through TR is significant [β = 0.195; t = 3.215; p = .001; 95% CI (0.076; 0.316)], supporting H8.

“The indirect effect of IC on PI through TR is significant [β = 0.195; t = 3.215; p = .001;95% CI (0.076; 0.316)], supporting H8.”

May combine two claims.

The HTMT value between influencer credibility (IC) and trust (TR) was 0.933, exceeding both 0.85 and 0.90.

“the HTMT value between influencer credibility (IC) and trust (TR) was 0.933, exceeding both the conservative threshold of 0.85 and the more lenient threshold of 0.90”

• cites Henseler et al., 2016 sourceNot checked yet

  Not checked in the free run.

Classified as probably not a substantial claim.

A total of 385 questionnaire responses were obtained.

“A total of 385 questionnaire responses were obtained.”

Probably not a substantial claim: may not pass S3 (load-bearing).

Approximately 25.3% of respondents reported using social media 'rarely'.

“Approximately 25.3% of respondents reported using social media”

Probably not a substantial claim: may not pass S3 (load-bearing).

The retained valid responses correspond to 79.0% of the initial responses obtained (304/385).

“This corresponds to 79.0% of the initial responses obtained (304/385).”

Probably not a substantial claim: may not pass S3 (load-bearing).

Reinikainen et al. (2020) show that audience comments moderate the process by reinforcing parasocial bonds.

“Bi and Zhang (2022) demonstrate that parasocial relationships mediate the effect of credibility on purchase intentions, while Reinikainen et al. (2020) show that audience comments moderate this process by reinforcing parasocial bonds.”

• cites Reinikainen et al., 2020 sourceNot checked yet

  Checked before — its earlier verdict is held back until a new check runs.

Classified as probably not a substantial claim.

Influencer credibility is positively associated with purchase intention.

“Empirical studies consistently show that influencer credibility is positively associated with purchase intention (Martiningsih and Setyawan, 2022;Sokolova and Kefi, 2020).”

• cites Martiningsih and Setyawan, 2022 sourceNot checked yet

  Checked before — its earlier verdict is held back until a new check runs.

• cites Sokolova and Kefi, 2020 sourceNot checked — no full text of the source

May combine two claims.

Influencer credibility predicts higher trust levels, which in turn facilitate purchase intentions.

“They also predict higher trust levels, which in turn facilitate purchase intentions (Lou and Yuan, 2019).”

• cites Lou and Yuan, 2019 sourceNot checked — no full text of the source

May combine two claims.

Consumers who perceive influencers as psychologically close tend to evaluate their recommendations as more authentic and sincere, thereby strengthening interpersonal trust and increasing purchase likelihood.

“Consumers who perceive influencers as psychologically close tend to evaluate their recommendations as more authentic and sincere, thereby strengthening interpersonal trust and increasing purchase likelihood (Masuda et al., 2022;Yi, 2023).”

• cites Masuda et al., 2022 sourceNot checked — no full text of the source
• cites Yi, 2023Not matched

  Couldn’t be matched to a paper in Crossref, so it can’t be checked.

May combine two claims.

Prior research consistently shows that influencer credibility predicts trust, which in turn predicts purchase intention.

“Prior research consistently shows that influencer credibility predicts trust, which in turn predicts purchase intention (Lou and Yuan, 2019;Sokolova and Kefi, 2020).”

• cites Lou and Yuan, 2019 sourceNot checked — no full text of the source
• cites Sokolova and Kefi, 2020 sourceNot checked — no full text of the source

Probably not a substantial claim: may not pass S3 (load-bearing).

Masuda et al. (2022) identify characterizations as key mediating mechanisms.

“Tripopsakul and Hoonsopon (2025) confirm that credibility and parasocial relationships jointly predict purchase intentions through both emotional and cognitive pathways, while Masuda et al. (2022) identify characterizations as key mediating mechanisms.”

• cites Masuda et al., 2022 sourceNot checked — no full text of the source

May combine two claims.

Individuals who develop strong parasocial relationships are more likely to engage with influencer content, adopt product recommendations, and form favorable purchase intentions.

“Consequently, individuals who develop strong parasocial relationships are more likely to engage with influencer content, adopt product recommendations, and form favorable purchase intentions (Sokolova and Kefi, 2020).”

• cites Sokolova and Kefi, 2020 sourceNot checked — no full text of the source

May combine two claims.

Trust reduces perceived risk and facilitates decision-making in digital environments characterized by uncertainty.

“In digital environments characterized by uncertainty, trust reduces perceived risk and facilitates decision-making (Yasin et al., 2019).”

• cites Yasin et al., 2019 sourceNot checked yet

  Checked before — its earlier verdict is held back until a new check runs.

Probably not a substantial claim: may not pass S3 (load-bearing). May combine two claims.

Tripopsakul and Hoonsopon (2025) confirm that credibility and parasocial relationships jointly predict purchase intentions through both emotional and cognitive pathways.

“Tripopsakul and Hoonsopon (2025) confirm that credibility and parasocial relationships jointly predict purchase intentions through both emotional and cognitive pathways, while Masuda et al. (2022) identify characterizations as key mediating mechanisms.”

• cites Tripopsakul and Hoonsopon, 2025 sourceNot checked yet

  Checked before — its earlier verdict is held back until a new check runs.

Probably not a substantial claim: may not pass S3 (load-bearing).

Koay et al. (2024) validate a sequential mediation model in which self-influencer congruence predicts parasocial relationships, which then predict credibility and purchase intentions.

“Koay et al. (2024) validate a sequential mediation model in which self-influencer congruence predicts parasocial relationships, which then predict credibility and purchase intentions.”

• cites Koay et al., 2024 sourceNot checked — no full text of the source

May combine two claims.

Consumer responses to influencer marketing are driven by both cognitive and emotional mechanisms operating sequentially.

“Parasocial relationships further reinforce trust by creating perceived proximity and authenticity (Yi, 2023), suggesting that consumer responses to influencer marketing are driven by both cognitive and emotional mechanisms operating sequentially.”

Probably not a substantial claim: may not pass S3 (load-bearing). May combine two claims.

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.”

• cites Sun et al., 2025 sourceNot checked — no full text of the source

Probably not a substantial claim: may not pass S3 (load-bearing).

Data collection was conducted over a six-week period, from 15 February to 2 April 2026.

“Data collection was conducted over a six-week period, from 15 February to 2 April 2026.”

May combine two claims.

All AVE values ranged from 0.604 to 0.698, surpassing 0.50, confirming adequate convergent validity.

“all AVE values ranged from 0.604 to 0.698, surpassing the threshold of 0.50, which confirms adequate convergent validity”

• cites Fornell and Larcker, 1981 sourceNot checked — no full text of the source

Probably not a substantial claim: may not pass S3 (load-bearing).

Influencer credibility was measured using four items adapted from Ohanian (1990), representing the three dimensions of source credibility.

“Influencer credibility (IC) was measured using four items adapted from Ohanian (1990).The selected items represent the three dimensions of source credibility; expertise, trustworthiness as a source attribute, and attractiveness; while being adapted to the context of social media influencer marketing.”

• cites Ohanian, 1990 sourceNot checked — no full text of the source

Classified as probably not a substantial claim.

Parasocial relationships were measured using items adapted from Tukachinsky (2010), which assess perceived closeness and emotional attachment between audiences and media figures.

“Parasocial relationships (PSR) were measured using items adapted from Tukachinsky (2010), which assess perceived closeness and emotional attachment between audiences and media figures.”

• cites Tukachinsky, 2010Not matched

  Couldn’t be matched to a paper in Crossref, so it can’t be checked.

Probably not a substantial claim: may not pass S3 (load-bearing).

Minor wording adaptations were introduced to align the scales with the social media influencer marketing context while preserving the conceptual meaning of the original measures.

“Minor wording adaptations were introduced to align the scales with the social media influencer marketing context while preserving the conceptual meaning of the original measures.”

Classified as probably not a substantial claim. May combine two claims.

Trust may mediate the relationship between influencer credibility and purchase intention both directly and through the relational influence of parasocial relationships.

“Consequently, trust may mediate the relationship between influencer credibility and purchase intention both directly and through the relational influence of parasocial relationships.”

Classified as probably not a substantial claim.

Purchase intention was measured using five items adapted from Dodds et al. (1991), reflecting consumers' intentions to purchase products recommended by social media influencers.

“Finally, purchase intention (PI) was measured using five items adapted from Dodds et al. (1991), reflecting consumers' intentions to purchase products recommended by social media influencers.”

• cites Dodds et al., 1991 sourceNot checked — no full text of the source

Probably not a substantial claim: may not pass S3 (load-bearing).

Data were collected through an online questionnaire distributed via Instagram, Facebook, WhatsApp, and a QR code.

“Data were collected through an online questionnaire distributed via Instagram, Facebook, WhatsApp, and a QR code that enabled direct smartphone access.”

May combine two claims.

The final trust construct was measured using four items that demonstrated satisfactory psychometric properties.

“Consequently, the final trust construct was measured using four items that demonstrated satisfactory psychometric properties.”

May combine two claims.

Consumers may develop a sense of familiarity and emotional attachment, which enhances engagement and receptivity to influencer content.

“As a result, consumers may develop a sense of familiarity and emotional attachment, which enhances engagement and receptivity to influencer content (Yi, 2023).”

• cites Yi, 2023Not matched

  Couldn’t be matched to a paper in Crossref, so it can’t be checked.

Probably not a substantial claim: may not pass S3 (load-bearing).

These participants were retained because they indicated following at least one influencer and being exposed to influencer-generated promotional content.

“These participants were nevertheless retained because they indicated following at least one influencer and being exposed to influencer-generated promotional content.”

Probably not a substantial claim: may not pass S3 (load-bearing).

Trust was initially measured using five items adapted from Gefen et al. (2003), capturing consumers' confidence in and willingness to rely on influencers' recommendations.

“Trust (TR) was initially measured using five items adapted from Gefen et al. (2003), capturing consumers' confidence in and willingness to rely on influencers' recommendations.”

• cites Gefen et al., 2003 sourceNot checked — no full text of the source

Probably not a substantial claim: may not pass S3 (load-bearing).

This very large effect size should be interpreted with caution, as the marginal HTMT value between IC and TR.

“As discussed in the discriminant validity assessment, this very large effect size should be interpreted with caution, as the marginal HTMT value between IC and TR”

Classified as probably not a substantial claim.

Parasocial interaction theory explains the formation of one-sided relationships between audiences and media figures.

“In addition, this study mobilizes parasocial interaction theory, which explains the formation of one-sided relationships between audiences and media figures (Hartmann and Goldhoorn, 2011).”

• cites Hartmann and Goldhoorn, 2011 sourceNot checked — no full text of the source

May combine two claims.

Since the direct effect of IC on PI remains significant after introducing the mediators, the model exhibits partial mediation: influencer credibility predicts purchase intention both directly and indirectly through parasocial relationships and trust.

“Since the direct effect of IC on PI remains significant after introducing the mediators (β = 0.183; p = .027),the model exhibits partial mediation: influencer credibility predicts purchase intention both directly and indirectly through parasocial relationships and trust.”

Classified as probably not a substantial claim.

Source credibility theory posits that the effectiveness of a persuasive message depends on the perceived credibility of its source.

“Source credibility theory posits that the effectiveness of a persuasive message depends on the perceived credibility of its source (Hovland and Weiss, 1951).”

• cites Hovland and Weiss, 1951 sourceNot checked — no full text of the source

Probably not a substantial claim: may not pass S3 (load-bearing). May combine two claims.

Lower exposure frequency may influence the intensity of influencer effects, which is acknowledged as a limitation.

“However, this characteristic is acknowledged as a limitation, as lower exposure frequency may influence the intensity of influencer effects.”

Probably not a substantial claim: may not pass S3 (load-bearing).

The final questionnaire was administered in French.

“The final questionnaire was administered in French, while the manuscript was subsequently written in English.”

Classified as probably not a substantial claim. May combine two claims.

This constitutes a limitation of the study and warrants cautious interpretation of the strong IC → TR relationship.

“This constitutes a limitation of the study and warrants cautious interpretation of the strong IC → TR relationship.”

May combine two claims.

Composite reliability values ranged from 0.859 to 0.920, exceeding 0.70, confirming the reliability of the constructs.

“Composite reliability values ranged from 0.859 to 0.920, exceeding the recommended level of 0.70, thus confirming the reliability of the constructs”

• cites Hair et al., 2019 sourceNot checked — no full text of the source

May combine two claims.

Taken together with the HTMT results, discriminant validity is considered generally adequate, with the noted exception of the IC-TR boundary.

“Taken together with the HTMT results, discriminant validity is considered generally adequate, with the noted exception of the IC-TR boundary.”

Probably not a substantial claim: may not pass S3 (load-bearing). May combine two claims.

Based on pre-test feedback, three items were reformulated for greater clarity, and the survey instructions were simplified.

“Based on their feedback, three items were reformulated for greater clarity, and the survey instructions were simplified.”

Probably not a substantial claim: may not pass S3 (load-bearing).

No missing data were identified among the retained responses.

“No missing data were identified among the retained responses.”

Probably not a substantial claim: may not pass S3 (load-bearing).

The purchase intention scale has been extensively validated in consumer behavior and influencer marketing research.

“This scale has been extensively validated in consumer behavior and influencer marketing research (Martiningsih and Setyawan, 2022).”

• cites Martiningsih and Setyawan, 2022 sourceNot checked yet

  Checked before — its earlier verdict is held back until a new check runs.

Probably not a substantial claim: may not pass S3 (load-bearing). May combine two claims.

Lower exposure frequency may attenuate the strength of influencer effects, and this is acknowledged as a limitation.

“lower exposure frequency may attenuate the strength of influencer effects, and this is acknowledged as a limitation of the study.”

Probably not a substantial claim: may not pass S3 (load-bearing). May combine two claims.

Participation was voluntary, anonymous, and without financial compensation.

“Participation was voluntary, anonymous, and without financial compensation.”

May combine two claims.

After removing TR3, all remaining loadings ranged between 0.715 and 0.889, confirming adequate reliability.

“After its removal, all remaining loadings ranged between 0.715 and 0.889, confirming adequate reliability.”

Classified as probably not a substantial claim.

Data were analyzed using PLS-SEM with SmartPLS 4.0.

“Data were analyzed using PLS-SEM with SmartPLS 4.0 (Ringle et al., 2022).”

• cites Ringle et al., 2022Not matched

  Couldn’t be matched to a paper in Crossref, so it can’t be checked.

Classified as probably not a substantial claim.

The target population consisted of Moroccan social media users who follow at least one social media influencer.

“The target population consisted of Moroccan social media users who follow at least one social media influencer.”

Classified as probably not a substantial claim.

The approach permits the simultaneous assessment of direct, specific indirect, and sequential indirect effects within the proposed nomological network.

“The approach also permits the simultaneous assessment of direct, specific indirect, and sequential indirect effects within the proposed nomological network.”

Probably not a substantial claim: may not pass S3 (load-bearing).

The measurement items were originally developed in English and translated into French prior to data collection to ensure adequate comprehension among the target population.

“The measurement items were originally developed in English and adapted from previously validated scales.As the questionnaire was administered to Moroccan respondents in French, the original English items were translated into French prior to data collection to ensure adequate comprehension among the target population.”

May combine two claims.

All indicator loadings exceeded 0.70, indicating satisfactory indicator reliability.

“all loadings exceeded the recommended threshold of 0.70, indicating satisfactory indicator reliability”

• cites Hair et al., 2019 sourceNot checked — no full text of the source
• cites Sarstedt et al., 2021Not matched

  Couldn’t be matched to a paper in Crossref, so it can’t be checked.

Classified as probably not a substantial claim. May combine two claims.

Source trustworthiness is a cognitive evaluation of a message source performed at the point of exposure, whereas trust is a relational belief developed over time through repeated interactions with an influencer.

“source trustworthiness is a cognitive evaluation of a message source performed at the point of exposure, whereas trust in the present study refers to a relational belief developed over time through repeated interactions with an influencer”

• cites Gefen et al., 2003 sourceNot checked — no full text of the source
• cites Lou and Yuan, 2019 sourceNot checked — no full text of the source

May combine two claims.

Item TR3 had a loading of 0.594 and was removed to improve the model.

“item TR3 showed a loading below the recommended threshold (0.594) and was therefore removed to improve the model.”

Probably not a substantial claim: may not pass S3 (load-bearing). May combine two claims.

CMB cannot be entirely excluded in cross-sectional single-source designs, and this is acknowledged as a limitation.

“Despite these measures, CMB cannot be entirely excluded in cross-sectional singlesource designs, and this is acknowledged as a limitation of the study.”

Probably not a substantial claim: may not pass S3 (load-bearing).

A pre-test was conducted with 25 respondents representative of the target population.

“A pre-test was conducted with 25 respondents representative of the target population.”

May combine two claims.

The measurement model exhibits satisfactory reliability and convergent validity.

“Overall, these results demonstrate that the measurement model exhibits satisfactory reliability and convergent validity.”

Probably not a substantial claim: may not pass S3 (load-bearing). May combine two claims.

The translated items were reviewed by researchers familiar with marketing and consumer behavior to identify potential ambiguities, ensure semantic clarity and conceptual equivalence, and assess their appropriateness for the target respondents.

“The translated items were reviewed by researchers familiar with marketing and consumer behavior to identify potential ambiguities, ensure semantic clarity and conceptual equivalence, and assess their appropriateness for the target respondents.”

May combine two claims.

The proposed model provides satisfactory explanatory power while supporting the relevance of the hypothesized relationships.

“Overall, these findings suggest that the proposed model provides satisfactory explanatory power while supporting the relevance of the hypothesized relationships.”

May combine two claims.

Harman's single-factor test showed the first factor explained 31.2% of total variance, below the 50% threshold, suggesting no single factor dominates and CMB is unlikely to be a major concern.

“the first factor explained 31.2% of total variance, well below the 50% threshold (Podsakoff et al., 2003), suggesting that no single factor dominates the variance structure and that CMB is unlikely to represent a major concern.”

• cites Podsakoff et al., 2003 sourceNot checked — no full text of the source

Probably not a substantial claim: may not pass S3 (load-bearing).

A nonprobability convenience sampling technique was employed.

“A nonprobability convenience sampling technique was employed, as no comprehensive sampling frame for this population was available, a procedure commonly adopted in digital marketing research (Hair et al., 2019).”

• cites Hair et al., 2019 sourceNot checked — no full text of the source

• AssumptionRests on an assumption: No comprehensive sampling frame for the target population was available.

Classified as probably not a substantial claim.

A total of 304 valid responses were retained for analysis.

“After excluding 44 incomplete responses and 37 responses from individuals who indicated that they did not follow any social media influencer, 304 valid responses were retained for analysis.”

Probably not a substantial claim: may not pass S3 (load-bearing).

The parasocial relationship scale has been widely applied in research on social media influencers.

“This scale has been widely applied in research on social media influencers (Hwang and Zhang, 2018).”

• cites Hwang and Zhang, 2018 sourceNot checked — no full text of the source

Classified as probably not a substantial claim.

Credibility is conceptualized through three dimensions: expertise, trustworthiness, and attractiveness.

“Credibility is conceptualized through three dimensions: expertise, trustworthiness, and attractiveness (Ohanian, 1990).”

• cites Ohanian, 1990 sourceNot checked — no full text of the source

Probably not a substantial claim: may not pass S3 (load-bearing).

The IC-TR association should be interpreted with caution given the marginal HTMT value between these two constructs.

“though this association should be interpreted with caution given the marginal HTMT value between these two constructs.”

Probably not a substantial claim: may not pass S4 (based).

All constructs were measured using validated scales adapted from prior literature to fit the context of social media influencer marketing in Morocco.

“All constructs were measured using validated scales adapted from prior literature to fit the context of social media influencer marketing in Morocco.”

May combine two claims.

This finding confirms the existence of a sequential psychological process in which influencer credibility strengthens parasocial relationships, which in turn reinforce trust, ultimately enhancing purchase intention.

“This finding confirms the existence of a sequential psychological process in which influencer credibility strengthens parasocial relationships, which in turn reinforce trust, ultimately enhancing purchase intention.”

Probably not a substantial claim: may not pass S3 (load-bearing).

Item TR3 was removed because its standardized loading (0.594) was below the recommended threshold of 0.70.

“During the assessment of the measurement model, item TR3”

• cites Hair et al., 2019 sourceNot checked — no full text of the source

May combine two claims.

All Cronbach's alpha values exceeded 0.70, indicating satisfactory internal consistency.

“all Cronbach's alpha values exceeded the recommended threshold of 0.70, indicating satisfactory internal consistency.”

May combine two claims.

Influencers perceived as credible are more likely to foster stronger parasocial relationships, which increase consumers' receptiveness to influencer recommendations and consequently strengthen purchase intention.

“Influencers perceived as credible are more likely to foster stronger parasocial relationships, which increase consumers' receptiveness to influencer recommendations and consequently strengthen purchase intention (Bi and Zhang, 2022;Sokolova and Kefi, 2020;Yi, 2023).”

• cites Bi and Zhang, 2022 sourceNot checked — no full text of the source
• cites Sokolova and Kefi, 2020 sourceNot checked — no full text of the source
• cites Yi, 2023Not matched

  Couldn’t be matched to a paper in Crossref, so it can’t be checked.

Probably not a substantial claim: may not pass S3 (load-bearing). May combine two claims.

To ensure respondents' eligibility, the questionnaire began with a screening question asking whether participants followed at least one social media influencer and were able to complete the questionnaire in French.

“To ensure respondents' eligibility, the questionnaire began with a screening question asking whether participants followed at least one social media influencer and were able to complete the questionnaire in French.”

May combine two claims.

Full collinearity assessment showed all VIF values below 3.3 (IC=1.82; PSR=1.47; TR=2.31; PI=1.36), confirming absence of pathological collinearity that could indicate common method bias.

“all VIF values obtained were below the threshold of 3.3 (IC = 1.82;PSR = 1.47;TR = 2.31; PI = 1.36), confirming the absence of pathological collinearity that could indicate the presence of common method bias”

• cites Kock, 2015 sourceNot checked — no full text of the source

Probably not a substantial claim: may not pass S2 (checkable), S3 (load-bearing), S4 (based).

This cultural dimension may partly explain why parasocial relationships emerge as a strong mediating mechanism in this sample, distinguishing the Moroccan context from Western and East Asian settings.

“This cultural dimension may partly explain why parasocial relationships emerge as a strong mediating mechanism in this sample, a finding that distinguishes the Moroccan context from the Western and East Asian settings”

May combine two claims.

Procedural and statistical measures were implemented to mitigate common method bias, including randomized item ordering, guaranteed anonymity, Harman's single-factor test (31.2% of variance explained by the first factor), and a full collinearity assessment in which all construct VIF values were below 3.3.

“Although both procedural and statistical measures were implemented to mitigate this concern, including randomized item ordering, guaranteed anonymity, Harman's single-factor test (31.2% of variance explained by the first factor), and a full collinearity assessment (Kock, 2015) in which all construct VIF values were below 3.3”

• cites Kock, 2015 sourceNot checked — no full text of the source

May combine two claims.

Following Zhao et al. (2010), this pattern is consistent with complementary partial mediation: consumers with high credibility evaluations may directly translate these assessments into purchase intentions through a peripheral processing route, while simultaneously developing parasocial bonds and trust through a more elaborated relational route.

“Following Zhao et al. (2010), this pattern is consistent with complementary partial mediation: consumers with high credibility evaluations may directly translate these assessments into purchase intentions through a peripheral processing route, while simultaneously developing parasocial bonds and trust through a more elaborated relational route.”

• cites Zhao et al., 2010 sourceNot checked — no full text of the source

May combine two claims.

The finding aligns with prior Moroccan studies and broader international literature while extending them by demonstrating that the credibility-intention link is substantially mediated by relational constructs.

“It also aligns with prior Moroccan studies (Azzouzi and Naoui, 2025;Ghandour and Touhami, 2023) and with the broader international literature (Martiningsih and Setyawan, 2022;Sokolova and Kefi, 2020) while extending them by demonstrating that the credibility-intention link is substantially mediated by relational constructs.”

• cites Azzouzi and Naoui, 2025 sourceNot checked yet

  Checked before — its earlier verdict is held back until a new check runs.

• cites Ghandour and Touhami, 2023 sourceNot checked — no full text of the source
• cites Martiningsih and Setyawan, 2022 sourceNot checked yet

  Checked before — its earlier verdict is held back until a new check runs.

Probably not a substantial claim: may not pass S3 (load-bearing), S4 (based). May combine two claims.

Prior research suggests that the effects of credibility and parasocial relationships may vary across micro-influencers versus macro-influencers, across platforms such as Instagram, TikTok and YouTube, and across product categories such as beauty, fashion, food and technology.

“Prior research suggests that the effects of credibility and parasocial relationships may vary across micro-influencers vs. macroinfluencers, across platforms such as Instagram, TikTok, and YouTube, and across product categories such as beauty, fashion, food, and technology.”

Classified as probably not a substantial claim.

Since the study measures purchase intention rather than actual purchase behavior, recommendations should be understood in terms of their expected impact on consumers' purchase intentions rather than on confirmed purchasing outcomes.

“It should be noted that, since this study measures purchase intention rather than actual purchase behavior, the following recommendations should be understood in terms of their expected impact on consumers' purchase intentions rather than on confirmed purchasing outcomes.”

The quote only partly states this claim.

The strong association between credibility and parasocial relationships (β = 0.521) confirms that perceived authenticity, competence, and honesty enhance the formation of emotional bonds with influencers.

“The strong association between credibility and parasocial relationships (β = 0.521) confirms that perceived authenticity, competence, and honesty enhance the formation of emotional bonds with influencers”

• cites Hwang and Zhang, 2018 sourceNot checked — no full text of the source
• cites Yi, 2023Not matched

  Couldn’t be matched to a paper in Crossref, so it can’t be checked.

Probably not a substantial claim: may not pass S3 (load-bearing).

The item TR3 was removed from the final measurement model because its outer loading (0.594) was below the 0.70 threshold.

“a Item removed from the final measurement model due to insufficient outer loading (0.594 < 0.70 threshold; Hair et al., 2019).”

• cites Hair et al., 2019 sourceNot checked — no full text of the source

Probably not a substantial claim: may not pass S3 (load-bearing).

Prior research demonstrates that emotional bonds with influencers enhance receptivity to their recommendations.

“The association between parasocial relationships and purchase intention aligns with prior research demonstrating that emotional bonds with influencers enhance receptivity to their recommendations”

• cites Gong et al., 2024 sourceNot checked yet

  Checked before — its earlier verdict is held back until a new check runs.

• cites Sokolova and Kefi, 2020 sourceNot checked — no full text of the source

May combine two claims.

The cross-sectional design does not allow for causal inference, so all relationships are interpreted as associations and predictive effects rather than causal links.

“First, the cross-sectional design does not allow for causal inference.All relationships are interpreted as associations and predictive effects rather than causal links (Rindfleisch et al., 2008).”

• cites Rindfleisch et al., 2008 sourceNot checked — no full text of the source

May combine two claims.

The findings suggest that the sequential credibility → parasocial relationship → trust → purchase intention process is operative in a culturally distinct, emerging digital market, with contextual specificities including the role of collectivist cultural values in amplifying parasocial bonds and trust-based decision-making that distinguish it from Western and East Asian contexts.

“The findings suggest that the sequential credibility → parasocial relationship → trust → purchase intention process is operative in a culturally distinct, emerging digital market, with contextual specificities including the role of collectivist cultural values in amplifying parasocial bonds and trust-based decision-making that distinguish it from Western and East Asian contexts”

May combine two claims.

Trust predicts purchase intention even after controlling for the direct effects of credibility and parasocial relationships, demonstrating its incremental explanatory value as a distinct relational construct and supporting the theoretical decision to include it as a mediator rather than treating it as redundant with credibility.

“The fact that trust predicts purchase intention even after controlling for the direct effects of credibility and parasocial relationships demonstrates its incremental explanatory value as a distinct relational construct, and supports the theoretical decision to include it as a mediator rather than treating it as redundant with credibility.”

May combine two claims.

Despite the caveat, the finding confirms that consumers who perceive influencers as credible develop stronger relational trust dispositions, consistent with the theoretical logic that credibility evaluations update and reinforce trust beliefs over repeated interactions.

“Despite this caveat, the finding confirms that consumers who perceive influencers as credible develop stronger relational trust dispositions, consistent with the theoretical logic that credibility evaluations update and reinforce trust beliefs over repeated interactions”

• cites Gefen et al., 2003 sourceNot checked — no full text of the source
• cites Lou and Yuan, 2019 sourceNot checked — no full text of the source

May combine two claims.

All Q2 values exceed zero (PSR = 0.156; TR = 0.402; PI = 0.189), confirming that the model demonstrates satisfactory out-of-sample predictive relevance for all endogenous constructs.

“All Q 2 values exceed zero (PSR = 0.156; TR = 0.402; PI = 0.189), confirming that the model demonstrates satisfactory out-of-sample predictive relevance for all endogenous constructs.”

• cites Hair et al., 2019 sourceNot checked — no full text of the source

Probably not a substantial claim: may not pass S2 (checkable).

The identification of parasocial relationships as a relational antecedent of trust constitutes an original contribution to the understanding of relational mechanisms underlying influencer effectiveness.

“Second, the identification of parasocial relationships as a relational antecedent of trust constitutes an original contribution to the understanding of relational mechanisms underlying influencer effectiveness.”

Classified as probably not a substantial claim.

Influencers who share authentic aspects of their daily lives, engage genuinely with followers, and maintain consistent communication styles are more likely to develop the emotional bonds associated with positive purchase intentions and higher trust levels.

“Influencers who share authentic aspects of their daily lives, engage genuinely with their followers, and maintain consistent communication styles are more likely to develop the emotional bonds associated with positive purchase intentions and higher trust levels.”

May combine two claims.

The large coefficient likely captures both genuine predictive power and partial construct overlap.

“The large coefficient likely captures both genuine predictive power and partial construct overlap.”

Probably not a substantial claim: may not pass S3 (load-bearing).

The possibility of residual method variance cannot be entirely excluded in cross-sectional single-source designs.

“the possibility of residual method variance cannot be entirely excluded in cross-sectional singlesource designs.”

May combine two claims.

The empirical proximity between influencer credibility and trust (HTMT = 0.933) represents an important measurement limitation and indicates borderline discriminant validity, warranting caution in interpreting the IC → TR path coefficient and its effect size (f2 = 0.971).

“Second, the empirical proximity between influencer credibility and trust (HTMT = 0.933) represents an important measurement limitation.”

• Also stated in: § 8 Limitations and future research directions · hedged

  “the magnitude of the HTMT ratio indicates borderline discriminant validity and warrants caution in interpreting the IC → TR path coefficient and the associated effect size (f 2 = 0.971).”

May combine two claims.

The demonstration that credibility, parasocial relationships, and trust operate as interconnected predictors rather than independent drivers advances the theoretical understanding of influence processes in digital environments and responds to calls for more integrative models of influencer effectiveness.

“The demonstration that credibility, parasocial relationships, and trust operate as interconnected predictors; rather than independent drivers; advances the theoretical understanding of influence processes in digital environments and responds to calls for more integrative models of influencer effectiveness”

• cites Lou and Yuan, 2019 sourceNot checked — no full text of the source
• cites Sokolova and Kefi, 2020 sourceNot checked — no full text of the source

May combine two claims.

Trust is associated with purchase intention and mediates the relationships of both influencer credibility and parasocial relationship with purchase intention.

“The results show that trust is associated with purchase intention and plays a mediating role between both credibility and parasocial relationships on the one hand, and purchase intentions on the other.”

May combine two claims.

Source trustworthiness and trust as a relational disposition are theoretically distinct but empirically proximate in the current sample.

“source trustworthiness; operationalized within Ohanian's (1990) credibility scale; and trust as a relational disposition (Gefen et al., 2003) are theoretically distinct but empirically proximate in the current sample.”

• cites Ohanian, 1990 sourceNot checked — no full text of the source
• cites Gefen et al., 2003 sourceNot checked — no full text of the source

Probably not a substantial claim: may not pass S3 (load-bearing), S4 (based).

The collectivist cultural orientation prevalent in Morocco may amplify the role of parasocial relationships and interpersonal trust in the influence process in ways that do not generalize to individualist cultural contexts.

“The collectivist cultural orientation prevalent in Morocco may amplify the role of parasocial relationships and interpersonal trust in the influence process in ways that do not generalize to individualist cultural contexts.”

• AssumptionRests on an assumption: Morocco has a collectivist cultural orientation.

May combine two claims.

The large effect size (f2 = 0.971) indicates substantial explanatory power, but it may also partly reflect the conceptual proximity between the two constructs, as suggested by the HTMT value of 0.933.

“The large effect size (f 2 = 0.971) indicates substantial explanatory power, but it may also partly reflect the conceptual proximity between the two constructs, as suggested by the HTMT value of 0.933.”

May combine two claims.

All constructs were measured using self-reported survey items collected at a single point in time from the same respondents, which introduces the risk of common method bias.

“Fifth, all constructs were measured using self-reported survey items collected at a single point in time from the same respondents, which introduces the risk of common method bias.”

May combine two claims.

This result confirms that purchase intention in influencer marketing is not solely driven by cognitive evaluations of credibility, but also by affective and relational mechanisms operating independently.

“This result confirms that purchase intention in influencer marketing is not solely driven by cognitive evaluations of credibility, but also by affective and relational mechanisms operating independently”

May combine two claims.

The bootstrapped 95% confidence interval for the IC-TR HTMT ratio [0.878; 0.988] does not include unity, suggesting that the constructs remain empirically distinct.

“Although the bootstrapped 95% confidence interval [0.878; 0.988] does not include unity, suggesting that the constructs remain empirically distinct”

May combine two claims.

When consumers feel emotionally connected to an influencer, they tend to attribute benevolent intentions to that influencer and are less likely to perceive their recommendations as purely commercial, thereby reinforcing their willingness to rely on influencer recommendations.

“When consumers feel emotionally connected to an influencer, they tend to attribute benevolent intentions to that influencer and are less likely to perceive their recommendations as purely commercial, thereby reinforcing their willingness to rely on influencer recommendations.”

May combine two claims.

The results confirm that credibility encompassing expertise, perceived honesty, and attractiveness is positively associated with purchase intention both directly and indirectly through relational mechanisms.

“The results confirm that credibility encompassing expertise, perceived honesty, and attractiveness is positively associated with purchase intention both directly and indirectly through relational mechanisms.”

May combine two claims.

The convenience sampling approach and the inclusion of respondents reporting infrequent social media use limit the generalizability of the findings to the broader Moroccan population and to highly active influencer followers specifically.

“Third, the convenience sampling approach and the inclusion of respondents reporting infrequent social media use limit the generalizability of findings to the broader Moroccan population and to highly active influencer followers specifically.”

Probably not a substantial claim: may not pass S2 (checkable).

Influencers who communicate in Moroccan Arabic (Darija) or French, reference local cultural norms and events, and engage with Moroccan consumer concerns are likely to be more effective at generating positive purchase intentions by fostering the parasocial bonds and trust that are particularly salient in this collectivist cultural environment.

“Influencers who communicate in Moroccan Arabic (Darija) or French, reference local cultural norms and events, and engage with Moroccan consumer concerns are likely to be more effective at generating positive purchase intentions by fostering the parasocial bonds and trust that are particularly salient in this collectivist cultural environment.”

• AssumptionRests on an assumption: Morocco has a collectivist cultural orientation.

May combine two claims.

This cultural dynamic may amplify the role of parasocial relationships as a mediating mechanism, as credible influencers who successfully cultivate parasocial bonds may be perceived as trusted community members whose recommendations carry social endorsement value beyond their informational content.

“This cultural dynamic may amplify the role of parasocial relationships as a mediating mechanism, as credible influencers who successfully cultivate parasocial bonds may be perceived as trusted community members whose recommendations carry social endorsement value beyond their informational content.”

Probably not a substantial claim: may not pass S2 (checkable).

In a market where interpersonal trust and relational closeness play a central role in purchase decision-making, culturally embedded influencers may offer a distinct advantage over globally recognized but culturally distant personalities.

“In a market where interpersonal trust and relational closeness play a central role in purchase decisionmaking, culturally embedded influencers may offer a distinct advantage over globally recognized but culturally distant personalities.”

• AssumptionRests on an assumption: In Morocco, interpersonal trust and relational closeness play a central role in purchase decision-making.

Probably not a substantial claim: may not pass S2 (checkable).

The mediation analysis provides the most theoretically significant findings of this study.

“The mediation analysis provides the most theoretically significant findings of this study.”

Probably not a substantial claim: may not pass S2 (checkable). May combine two claims.

This finding enriches the existing literature by identifying parasocial relationships as a relational antecedent of trust and positions emotional attachment as a bridge between cognitive credibility evaluations and dispositional trust formation.

“This finding enriches the existing literature by identifying parasocial relationships as a relational antecedent of trust; a pathway that had been undertheorized in prior work; and positions emotional attachment as a bridge between cognitive credibility evaluations and dispositional trust formation.”

May combine two claims.

The direct association between credibility and purchase intention, while significant (β = 0.183), is relatively modest compared to the total indirect effect (β = 0.347).

“The direct association between credibility and purchase intention, while significant (β = 0.183), is relatively modest compared to the total indirect effect (β = 0.347”

Probably not a substantial claim: may not pass S3 (load-bearing).

The strong association between influencer credibility and trust (β = 0.700) should be interpreted cautiously.

“The strong association between influencer credibility and trust (β = 0.700) should therefore be interpreted cautiously.”

Probably not a substantial claim: may not pass S2 (checkable). May combine two claims.

This dual-process interpretation adds nuance to the understanding of influencer persuasion mechanisms and represents a novel theoretical contribution to the sequential mediation literature in the influencer marketing domain.

“This dual-process interpretation adds nuance to the understanding of influencer persuasion mechanisms and represents a novel theoretical contribution to the sequential mediation literature in the influencer marketing domain.”

May combine two claims.

Parasocial relationships demonstrate independent predictive value, being positively associated with both purchase intention (β = 0.247) and trust (β = 0.161).

“Beyond credibility, parasocial relationships demonstrate independent predictive value, being positively associated with both purchase intention (β = 0.247) and trust (β = 0.161).”

Classified as probably not a substantial claim.

Trust transfer theory (Stewart, 2003) posits that trust can migrate from a trusted person to a less familiar commercial context.

“This interpretation is consistent with trust transfer theory (Stewart, 2003), which posits that trust can migrate from a trusted person to a less familiar commercial context.”

• cites Stewart, 2003 sourceNot checked — no full text of the source

May combine two claims.

Parasocial relationships mediate the credibility-purchase intention relationship [β = 0.129; CI (0.065; 0.193)], and trust mediates the same relationship [β = 0.195; CI (0.076; 0.316)].

“Parasocial relationships mediate the credibility-purchase intention relationship [β = 0.129; CI (0.065; 0.193)], and trust mediates the same relationship [β = 0.195; CI (0.076; 0.316)].”

May combine two claims.

The sequential mediation pathway IC → PSR → TR → PI is significant [β = 0.023; CI (0.003; 0.046)], confirming that the pathway from credibility to purchase intention follows a logical multi-stage progression: credibility evaluations first foster emotional bonds, which then reinforce relational trust, which ultimately predicts behavioral intentions.

“Most importantly, the sequential mediation pathway IC → PSR → TR → PI is significant [β = 0.023; CI (0.003; 0.046)], confirming that the pathway from credibility to purchase intention follows a logical multi-stage progression: credibility evaluations first foster emotional bonds, which then reinforce relational trust, which ultimately predicts behavioral intentions.”

Probably not a substantial claim: may not pass S3 (load-bearing).

The study focused on influencer marketing as a general phenomenon without distinguishing between influencer types, platform characteristics, or product categories.

“Sixth, the study focused on influencer marketing as a general phenomenon without distinguishing between influencer types, platform characteristics, or product categories.”

May combine two claims.

This study provides empirical support for a relational pathway in which emotional proximity enhances trust formation beyond what credibility alone can explain, positioning parasocial relationships as a bridge between cognitive source evaluations and dispositional trust.

“This study provides empirical support for a relational pathway in which emotional proximity enhances trust formation beyond what credibility alone can explain, positioning parasocial relationships as a bridge between cognitive source evaluations and dispositional trust.”

May combine two claims.

This pattern suggests that credibility signals alone may be insufficient to predict behavioral intentions, and that their effectiveness is predominantly channeled through relational and psychological mechanisms.

“This pattern suggests that credibility signals alone may be insufficient to predict behavioral intentions, and that their effectiveness is predominantly channeled through relational and psychological mechanisms.”

Classified as probably not a substantial claim.

Source credibility theory (Hovland and Weiss, 1951) posits that the persuasive power of a source depends not only on its perceived attributes but also on the relational context in which communication occurs.

“This finding is consistent with source credibility theory (Hovland and Weiss, 1951), which posits that the persuasive power of a source depends not only on its perceived attributes but also on the relational context in which communication occurs.”

• cites Hovland and Weiss, 1951 sourceNot checked — no full text of the source

May combine two claims.

Trust is positively associated with purchase intention (β = 0.278), confirming its role as a key mechanism reducing perceived risk in online consumer decision-making.

“Trust, in turn, is positively associated with purchase intention (β = 0.278), confirming its role as a key mechanism reducing perceived risk in online consumer decision-making”

• cites Li et al., 2025Not matched

  Couldn’t be matched to a paper in Crossref, so it can’t be checked.

• cites Yasin et al., 2019 sourceNot checked yet

  Checked before — its earlier verdict is held back until a new check runs.