This study aimed to investigate how parasocial relationships, congruence, and source credibility influence purchase intention in TikTok Live Streaming commerce for cosmetics among Indonesian Generation Z users. Data was collected from 270 respondents through an online questionnaire, and validity and reliability tests were conducted. The data were analyzed using Structural Equation Modeling (SEM-PLS). Results showed that celebrity endorsers' attractiveness, trustworthiness, and expertise positively impact purchase intention. Parasocial relationship mediated the connection between celebrity characteristics and purchase intention. Moreover, celebrity-product congruence positively influenced endorsers' perceived credibility and mediated the relationship with purchase intention. The findings emphasize the importance of celebrity attractiveness, trustworthiness, and expertise in shaping purchase intention. The mediating role of parasocial relationships highlights the significance o
As you venture into the vast world of the internet, it’s not just chance that decides the content that will appear on platforms such as Pinterest; you have access to a wealth of information that influences the content you see. This fascinating journey takes you through the algorithm, user profiles, and digital breadcrumbs that are […]
Have you ever wanted to take your Google Docs to the next level by adding engaging visual content? Imagine infusing your documents with the captivating allure of Pinterest’s imagery. Well, the good news is that you can do just that! In this guide, we’ll walk you through the seamless process of integrating Pinterest links into […]
Have you ever wondered how fake news spreads like wildfire on social media, influencing opinions and shaping our understanding of the world? In the era of rapid information sharing, the rise of fake news has become a pressing concern, and its impact on social media is far-reaching. Let’s delve into the world of misinformation and […]