The power of Tiktok : how online reviews and influencer attributes shape consumers' purchase intention for beauty products in Lebanon

Abstract

The growth of social media platforms has changed how consumers behave, particularly in influencer marketing, where opinions about influencers have a big impact on consumers' purchase intentions. With credibility (Cred) acting as a mediating variable, this study explores how three important independent variables—physical attractiveness (PA), review consistency (RC), and review quantity (RQ)—affect purchase intention (PI). Partial Least Squares Structural Equation Modeling (PLS-SEM) was used to examine both direct and indirect effects among variables in data gathered from TikTok Lebanese users Data was gathered through an online survey yielding a total of 211 responses from TikTok users. The results highlight the dual roles that PA and RQ play in influencing consumer behavior by showing that they have direct effects on PI in addition to indirect effects that are mediated by Cred. However, RC only affects PI through Cred, suggesting a total mediation effect. These findings, which are consistent with the Elaboration Likelihood Model (ELM), demonstrate the crucial role that Cred plays in boosting the efficacy of influencers' promotional efforts. As a primary cue for message processing, Cred improves the connection between PA, RC, and RQ with PI. The research provides theoretical insights by integrating source characteristics into consumer behavior frameworks, while offering practical recommendations for brands to collaborate with credible, attractive influencers capable of producing consistent and plentiful reviews. Overall, the study contributes to a deeper understanding of the mechanisms driving influencer marketing success in the digital age.