The other customer online revenge: A moderated mediation model of avenger expertise and message trustworthiness

The Effect of Social Media Influencer Characteristics on Purchase Intention on Beauty Products in Indonesia

“…Lee & Koo, 2015). The community positively views experts endorsing products (Diaz-Garcia et al, 2022;Obeidat et al, 2022). Research supports expertise's impact on attitudes towards endorsers, influencing purchase intentions in the fashion industry (Obeidat et al, 2022) as well as its positive influence on attitudes towards influencers, purchase intention, and brand attitude (Chetioui et al, 2020).…”

“…The community positively views experts endorsing products (Diaz-Garcia et al, 2022;Obeidat et al, 2022). Research supports expertise's impact on attitudes towards endorsers, influencing purchase intentions in the fashion industry (Obeidat et al, 2022) as well as its positive influence on attitudes towards influencers, purchase intention, and brand attitude (Chetioui et al, 2020). Therefore, the authors hypothesize that influencers' perceived expertise positively affects attitudes towards influencers, leading to the following hypothesis: H4: The perceived expertise possessed by influencers has a positive influence on attitude towards influencers.…”

“…The expertise of influencers significantly affects attitudes towards influencers, it concludes that H4 is accepted. Audiences prefer content and recommendations from influencers considered experts in their field (Diaz-Garcia et al, 2022;Obeidat et al, 2022). According to Social Cognitive Theory by Albert Bandura, individuals can learn from others' experiences through observation and imitation (Bandura Albert, 1991).…”

“…In Indonesia, 86.9% of the population are social media users (Kemp, 2022). Businesses have recognized the potential of social media for reaching their target market with convenience and cost-effectiveness (Obeidat et al, 2022). A significant majority of global marketers, 93%, utilize social media in their business operations (Geyser, 2023).…”

“…Trustworthiness influences purchase intention indirectly through the quality of digital content (Gomes et al, 2022). Expertise in advertisements and recommendations from field experts also positively impact public confidence and purchase intentions (Chetioui et al, 2020;Cialdini, 2001;Obeidat et al, 2022). Additionally, attractiveness plays a role in influencing brand image, satisfaction, and purchase intention (Taillon et al, 2020;Wiedmann & von Mettenheim, 2020).…”