From likes to loyalty: Exploring the impact of influencer credibility on purchase intentions in TikTok

In recent years, influencer marketing has gained significant prominence within the digital marketing landscape, particularly on platforms such as TikTok. This study seeks to investigate the factors that influence the credibility and trust of influencers in TikTok marketing campaigns, and their subsequent impact on customer loyalty, purchase intentions, and recommendation behavior. Using a two-stage research methodology that integrates the Stimulus-Organism-Response (SOR) model and the Commitment-Trust Theory, 880 active TikTok users participated in this study. In the initial phase, structural equation modeling (SEM) was employed to identify the most influential predictors. Subsequently, a neural network model was utilized in the subsequent phase to validate the predictors identified from the SEM analysis. The empirical findings provide robust confirmation for all the proposed relationships outlined in the theoretical model. These research findings carry significant implications for brands and marketing practitioners, providing them with valuable insights to Lindevelop effective influencer marketing strategies that capitalize on the vast potential of this rapidly expanding platform.