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The purpose of this paper is to investigate the moderating effect of homophily between trust in social media influencers (SMIs) and credibility of the post in influencer marketing by incorporating the similarity attraction theory (SAT) and analysing the effect of trust in SMIs on online purchase intention and credibility of the post. This study also explored the mediating role of influencers’ credibility of the post between trust in SMIs and online purchase intention.

The data were collected from 417 respondents in Jaipur, India, using an online questionnaire via Google Forms. A convenience sampling technique was employed to collect the data. Partial least squares structural equation modelling (PLS-SEM) was used to test the proposed hypotheses with the help of SmartPLS version 4.

The results exhibit a positive and significant influence of trust in SMIs on credibility of the post and online purchase intention. Also, this study found a positive and significant relationship between credibility of the post and online purchase intention. Additionally, credibility of the post had a positive and significant mediation role in the relationship between trust in SMIs and online purchase intention. In addition, homophily positively moderated the relationship between trust in SMIs and credibility of the post.

The findings of this study can be used by marketing professionals working in the e-commerce industry to ensure their continued in success using the right influencers for their specific target audiences and help them create and implement more effective promotional strategies, increasing brand awareness, announcing sales, using them for creative content and so on.

Until now, there has been no study in the Indian context that has tested the moderation effect of homophily between the trust in SMIs and credibility of the post by incorporating the SAT, according to the researchers’ knowledge. Furthermore, this novel piece of research explored the relationship between trust in SMIs and online purchase intention with credibility of the post as a mediator.

This research examines the factors that affect business owner influencers' success in growing their businesses and making them a brand in line with the principles of the cognitive response theory (CRT).

This research examined the perceived uniqueness and originality of the posts on Nusr-et’s Instagram account as external information; information credibility was examined as a cognitive response, and desire was taken as a cognitive response and intention. Partial least squares structural equation modeling (PLS-SEM) was used in the analysis of the data.

According to the research findings, perceived uniqueness and originality were found to have positively affected information credibility and cognitive response, while cognitive response factors were also found to have positively affected desire. In addition, cognitive response factors were found to have mediated the effect of external information factors on desire. All these results reveal the significant accuracy of the model developed based on the CRT. In addition, age and gender variables were found to have had moderating roles. Based on the research findings, original suggestions for restaurant enterprises have been presented to help them gain a competitive advantage.

This study has found that the posts shared by business owner influencers have affected their followers in their desire to eat in the promoted restaurants and therefore, entrepreneurs and owners of the food and beverage industry should give importance to the preparation of social media content that could directly affect customers for visit to their restaurants and regularly post such contents in their social media accounts.

This research has been one of the first research papers using a model to reveal the reasons for behavioral intention in the field of hospitality based on the CRT.

The study examines how the three dimensions of homophily (attitude, background, and value) influence the perceived usefulness, credibility, and enjoyability of travel content and follower behavior (i.e. willingness to search for more information and intention to visit the destination and purchase the tourism product). Likewise, the study investigates how content perception influences follower behavior.

A sample of 621 Instagram users from generations Y and Z who follow at least one travel influencer and intend to travel in the next twelve months was collected through an online survey. Partial least squares structural equation modeling was adopted to examine the data.

Attitudinal homophily influences follower behavior, value homophily impacts content perception, and background homophily has a counterproductive effect. Likewise, content perceived as useful and credible induces the intention to visit and purchase the tourism product.

The generalization of the results must be performed with care, as the context of analysis is limited to a social platform and only includes Portuguese individuals.

The findings help managers better understand which homophily cues influence content perception and maximize influencer persuasion. Based on the results, they can better decide which travel influencers should endorse their tourism products.

Research on homophily has neglected the multidimensionality of the concept and its analysis in the tourism context. By using a consolidated approach to homophily, content perception, and follower behavior, this study contributes to the tourism marketing literature and expands influencer marketing research.

Consumer-perceived review attitude determines consumer overall information adoption and is a core part of consumer’s online-shopping. This study aims to focus on factors that could influence consumer review attitude and can be used by marketers to shape individual information perception.

The study used the questionnaire method to collect data from online shoppers and the modelling of structural equations as an empirical approach to analyse the data.

The findings demonstrate that both systematic and heuristic cues impact the reviewer’s credibility and perceived website attitude differently, which, in turn, influence review attitude. Review characteristics, such as factuality, consistency and relevancy, have a positive relationship with reviewer credibility, while only review consistency and relevancy appears to have a relationship with review attitude. Website characteristics such as reputation, familiarity and social interactivity positively influence the website attitude, which positively influences review attitude. Apart from this, review skepticism has a significant negative relationship with review attitude.

This study could help to foster a positive attitude towards online reviews. Digital marketers need to motivate trusted reviewers to post consistent, fact-based reviews. Further improving the overall website reputation and interactivity could bring a positive attitude towards the reviews. Also, digital marketers must filter and avoid contradictory reviews or reviews that have a bipolar message and reviews expressing numerous emotions to enhance review relevance and consistency.

The current study addresses the need to understand the formation of consumer review attitude through both review and website characteristics using heuristic – systematic model. The paper captures the complex process undergone by the consumer to decipher review attitude and thereby extend the understanding of consumer information processing.

This research aims to examine the factors that influence customers' product return intentions and proposes that YouTube product reviews can mitigate customers' desire to return a product.

The proposed theoretical research model and hypothesized relationship were investigated using a quantitative process. This study used 302 data from Indonesian young adult respondents to examine the structural model, which was analyzed using the SmartPLS 3.2 software package.

The results show that YouTube product reviews, product fit uncertainty and customer satisfaction are the key determinants of customers' product return intention. Furthermore, the results show that the credibility of YouTube product reviews has a major impact on customers' familiarity with a product, satisfaction and the likelihood of returning goods to sellers.

In the e-commerce industry, increasing the use of YouTube product reviews will help businesses eliminate unnecessary product returns. Sellers are also encouraged to collaborate with YouTube producers to review specific products, which can benefit companies by raising brand awareness and gaining customer feedback. Furthermore, YouTube online product reviews can help consumers avoid having an unpleasant shopping experience that causes emotional reactions and lowers satisfaction.

Most research has not considered antecedents in observing the product return phenomenon; this study observes a prerequisite of consumer product returns (i.e. information asymmetry and product familiarity) and investigates the relationships between YouTube product reviews, customer satisfaction and product return intention.

The purpose of this study is to identify the process of virtual influencer stickiness in the age of influencer marketing, which has received little attention in the literature. This is essential because the research creates a theoretical model of follower loyalty/stickiness to virtual influencer techniques from the standpoint of influencer marketing, which has a substantial effect on the evolution of the global marketing world.

In 2022, 302 people who currently follow an Instafamous virtual influencer took part in an Instagram self-administered online survey.

The findings show that both expertise and trustworthiness have a positive and significant influence on parasocial interaction, which in turn has a significant influence on virtual engagement and stickiness.

This research will specifically assist international readers in understanding how to harness and increase the efficiency and efficacy of interactive marketing strategies and methods to engage and retain followers of Instafamous virtual influencer. Moreover, the findings will be beneficial to opinion leaders, brand managers, company investors, entrepreneurs and service designers.

1. The study pioneers a holistic virtual follower stickiness mechanism that comprises the role of source credibility, parasocial interaction, informational influence and virtual follower’s engagement and their interrelationship to each other.

2. This study is based on parasocial interaction theory and source credibility theory to understand the relationship between virtual followers and influencers stickiness process at social media platforms.

3. In addition, the study examined the subsequent effects of sources of credibility components on parasocial interaction; as well as, on virtual follower engagement and stickiness.

4. This study also categorized and examined the moderating effects exerted by the genres of informative influence of virtual influencer.

The study pioneers a holistic virtual follower stickiness mechanism that comprises the role of source credibility, parasocial interaction, informational influence and virtual follower’s engagement and their interrelationship to each other.

This study is based on parasocial interaction theory and source credibility theory to understand the relationship between virtual followers and influencers stickiness process at social media platforms.

In addition, the study examined the subsequent effects of sources of credibility components on parasocial interaction; as well as, on virtual follower engagement and stickiness.

This study also categorized and examined the moderating effects exerted by the genres of informative influence of virtual influencer.

The purpose of this study is to empirically examine the relationships between barrier-breakers and customers’ intention to fully adopt digital payment methods (DPMs).

Survey data were analyzed using statistical methods focusing on hypothesis testing with an ordinal regression model and moderation analysis using the PROCESS macro extension. Participants were divided into two groups of customers in Sweden: adopters-accepters, i.e. young bank customers and adopters-resisters, i.e. members of a formally organized group opposed to a cashless society.

The findings revealed that only the credibility barrier-breaker could increase the adopters-accepters’ intention to fully adopt DPMs. Credibility also seemed to be an important barrier-breaker for the adopters-resisters, as were perceived usefulness and social influence. Additional analyses showed that the impersonalization barrier reduces the impact of the barrier-breakers on DPM adoption.

Retail banks and merchants can use these results as a guide to what barrier-breakers might affect various customers’ intention to fully adopt DPMs, and to act accordingly. The impersonalization barrier also merits attention when creating an emotional connection to customers who use DPMs.

This study provides empirically based knowledge of the influence of barrier-breakers on the intention of customers, categorized as adopters-accepters and adopters-resisters, to fully adopt DPMs, and highlights the importance of maintaining a human touch in the post-COVID-19 digital era.

This study aims to examine the mechanisms underlying social media commerce by investigating the interplay between platforms, people and information. Drawing upon trust transfer theory, the research model proposes that the platform’s information provision enhances the credibility of the information source, leading to increased information usefulness, adoption and sharing, ultimately influencing purchase intention.

The research design used in this study was a quantitative approach using a cross-sectional survey method. The study developed a research model based on trust transfer theory and hypothesized relationships between the platform’s information provision, information source credibility, information-related responses and purchase intention. Structural equation modeling was used to analyze the collected data and test the research hypotheses.

The findings supported most of the hypotheses and provided valuable insights into the role of information credibility in shaping consumers’ purchase intentions. Specifically, the study revealed that the platform’s information provision enhances the credibility of the information source, leading to increased information usefulness, adoption and sharing. Furthermore, information usefulness and adoption mediate the relationship between information source credibility and purchase intention.

The limitations of this research include the use of convenience sampling, which may not represent the broader population, and the cross-sectional design, which does not provide an in-depth understanding of the adoption process. The reliance on self-reported data and the limited scope of investigation with only six constructs are additional limitations. Future studies should consider national random sampling, longitudinal designs, multiple data sources and explore negative effects and other potential mediating variables. Despite these limitations, this research contributes to the understanding of social media commerce mechanisms and provides valuable insights for practitioners in the field.

The findings of this study provide valuable insights for platform providers and marketers in the social media commerce environment. First, the study emphasizes the importance of effective messaging in improving information credibility. Platform providers should focus on delivering accurate and trustworthy information to enhance consumers’ perceptions of product quality and increase purchase intentions. Second, marketers can leverage the information-related factors identified in this study, such as information usefulness and adoption, to optimize their marketing efforts. By understanding how consumers perceive and interact with information on social media platforms, marketers can tailor their strategies to effectively engage and influence potential customers. Overall, these practical implications can enhance success in the competitive social media commerce landscape.

The social implications of this study are significant for social media commerce practitioners. The findings highlight the importance of effective messaging and information provision on social media platforms in improving information credibility, thereby enhancing purchase intention. By understanding the mechanisms that drive consumer behavior in the context of social media commerce, platform providers and marketers can optimize their marketing efforts. This includes focusing on delivering trustworthy and useful information, fostering information adoption and sharing among users and ultimately increasing the likelihood of successful transactions. These insights provide valuable guidance for practitioners to navigate the competitive landscape of social media commerce and enhance their chances of success.

The originality of this research lies in its application of trust transfer theory to investigate the mechanisms driving social media commerce. By examining the interplay between platform, people and information, the study specifically focuses on the role of the platform’s information provision in enhancing information credibility and its impact on information-related responses and purchase intentions. This study extends the understanding of the trust transfer mechanism between customers and sellers/brands in customer-to-customer social commerce by emphasizing the importance of effective messaging and information credibility in shaping consumer behavior. The empirical findings contribute to the understanding of information trust transfer and provide a unique perspective on the underlying mechanisms that drive social media commerce.

Disinformation on social media is a serious issue. This study examines the effects of disinformation on COVID-19 vaccination decision-making to understand how social media users make healthcare decisions when disinformation is presented in their social media feeds. It examines trust in post owners as a moderator on the relationship between information types (i.e. disinformation and factual information) and vaccination decision-making.

This study conducts a scenario-based web survey experiment to collect extensive survey data from social media users.

This study reveals that information types differently affect social media users' COVID-19 vaccination decision-making and finds a moderating effect of trust in post owners on the relationship between information types and vaccination decision-making. For those who have a high degree of trust in post owners, the effect of information types on vaccination decision-making becomes large. In contrast, information types do not affect the decision-making of those who have a very low degree of trust in post owners. Besides, identification and compliance are found to affect trust in post owners.

This study contributes to the literature on online disinformation and individual healthcare decision-making by demonstrating the effect of disinformation on vaccination decision-making and providing empirical evidence on how trust in post owners impacts the effects of information types on vaccination decision-making. This study focuses on trust in post owners, unlike prior studies that focus on trust in information or social media platforms.

The purpose of this study was to examine how well a strength-based program grounded in positive psychology principles can advance the practical critical thinking skills of those pursuing the teacher training course.

This study used a single-group pre-test post-test design with 35 teacher-trainees from the Bachelor of Education course. The two-and-a-half-week strength-based program used the values in action survey to identify strengths. Pre- and post-test scores, measured with the Cornell Critical Thinking Test – Level Z, underwent Statistical Package for Social Sciences analysis including paired samples t-test for subcomponent and overall composite analysis.

Analysis of the pre- and post-test scores demonstrated a statistical significance in the critical thinking scores obtained by the teacher-trainees. Post-test scores were consistently significant. Out of the elements of critical thinking, induction, meaning, observation and credibility were more prominent. Deduction and assumption identification were also having a significant effect.

Most critical thinking programs focus on evaluating specific teaching methods for improving critical thinking skills. In education, positive psychology studies often center on students’ well-being, attention spans and academic success, aligning with wellness programs. Despite the importance of strengths in positive psychology, there is a lack of research on using a strength-based approach to boost critical thinking skills. This study aims to enhance teacher-trainees’ critical thinking by leveraging their individual strengths, moving away from traditional instructional strategies.