How short-video creativity and influencer credibility drive impulsive buying intention: The sequential roles of perceived cultural relevance and perceived content authenticity
-
Author(s)Elfi ElfiLink to ORCID Index: https://orcid.org/0009-0008-7475-950X
-
DOIhttp://dx.doi.org/10.21511/im.22(3).2026.12
-
Article InfoVolume 22 2026, Issue #3, pp. 175–193
- 10 Views
-
1 Downloads
This work is licensed under a
Creative Commons Attribution 4.0 International License
Type of the article: Research Article
Abstract
This study examines the relationships between short-video creativity, influencer credibility, and impulsive buying intention through the sequential mediating roles of perceived cultural relevance and perceived content authenticity. A quantitative cross-sectional survey was conducted among 155 active users of TikTok, Instagram Reels, and YouTube Shorts in Indonesia who had recently viewed fashion-related promotional content and considered purchasing after exposure, ensuring direct relevance to short-video commerce behavior. Data were collected online between September and October 2025 using purposive sampling and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that short-video creativity (β = 0.297; p = 0.004) and influencer credibility (β = 0.616; p < 0.001) are positively related to perceived cultural relevance, which is positively linked to perceived content authenticity (β = 0.762; p < 0.001). Perceived content authenticity was positively associated with impulsive buying intention (β = 0.559; p < 0.001), while the direct effects of short-video creativity and influencer credibility were not significant. Sequential mediation was supported for both pathways, supporting the proposed statistical mediation model in which impulsive buying intention is linked to short-video stimuli through perceived cultural relevance and perceived content authenticity. Because the study employed purposive sampling and the sample was predominantly female and concentrated on respondents from Java Island, the findings should be interpreted within the context of consumer groups similar to those represented in the sample rather than as representative of all Indonesian consumers. These findings extend the Stimulus–Organism–Response framework and provide managerial implications for designing culturally resonant and authentic digital marketing strategies.
- Keywords
-
JEL Classification (Paper profile tab)M31, D12, M37
-
References47
-
Tables10
-
Figures3
-
- Figure 1. Research framework
- Figure 2. Inner model
- Figure 3. Importance performance map analysis
-
- Table 1. Summary of prior research and identified gaps
- Table 2. Respondent profile
- Table 3. Inner Variance Inflation Factor (VIF)
- Table 4. Construct reliability and validity
- Table 5. Discriminant validity (HTMT confidence interval)
- Table 6. Coefficient of determination (R2)
- Table 7. PLSpredict
- Table 8. Cross-Validated Predictive Ability Test (CVPAT)
- Table 9. Hypotheses testing results
- Table 10. Sequential mediation analysis
-
- Ao, L., Bansal, R., Pruthi, N., & Khaskheli, M. B. (2023). Impact of Social Media Influencers on Customer Engagement and Purchase Intention: A Meta-Analysis. Sustainability (Switzerland), 15(3), 1-15.
- Audrezet, A., de Kerviler, G., & Guidry Moulard, J. (2020). Authenticity under threat: When social media influencers need to go beyond self-presentation. Journal of Business Research, 117, 557-569.
- Bartikowski, B., Richard, M., & Gierl, H. (2023). Fit or misfit of culture in marketing communication ? Development of the culture-ladenness fit index. Journal of Business Research, 167(July).
- Belanche, D., Casaló, L. V., Flavián, M., & Ibáñez-Sánchez, S. (2021). Understanding influencer marketing: The role of congruence between influencers, products and consumers. Journal of Business Research, 132(August 2020), 186-195.
- Beverland, M. B. (2005). Grafting brand authenticity: The case of luxury wines. Journal of Management Studies, 42(5), 1003-1029.
- Beverland, M. B., & Farrelly, F. J. (2010). The quest for authenticity in consumption: Consumers’ purposive choice of authentic cues to shape experienced outcomes. Journal of Consumer Research, 36(5), 838-856.
- Boerman, S. C., Willemsen, L. M., & Van Der Aa, E. P. (2017). “This Post Is Sponsored”: Effects of Sponsorship Disclosure on Persuasion Knowledge and Electronic Word of Mouth in the Context of Facebook. Journal of Interactive Marketing, 38, 82-92.
- Breves, P. L., Liebers, N., Abt, M., & Kunze, A. (2019). The perceived fit between Instagram influencers and the endorsed brand: How influencer–brand fit affects source credibility and persuasive effectiveness. Journal of Advertising Research, 59(4), 440-454.
- DataReportal. (2025). Digital 2025: Indonesia.
- Djafarova, E., & Rushworth, C. (2017). Exploring the credibility of online celebrities ’ Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, 68, 1-7.
- Elfi, E., Sihombing, S. O., & Antonio, F. (2025). Illuminating the Pathway from Social Media Marketing Stimuli to Skincare Brand Choice Through Product Effectiveness. Asia Marketing Journal, 27(1), 18-38.
- Escalas, J. E., & Bettman, J. R. (2003). You Are What They Eat: The Influence of Reference Groups on Consumers’ Connections to Brands. Journal of Consumer Psychology, 13(3), 339-348.
- Escalas, J. E., & Bettman, J. R. (2005). Self-construal, reference groups, and brand meaning. Journal of Consumer Research, 32(3), 378-389.
- Evans, N. J., Phua, J., Lim, J., & Jun, H. (2017). Disclosing Instagram Influencer Advertising: The Effects of Disclosure Language on Advertising Recognition, Attitudes, and Behavioral Intent. Journal of Interactive Advertising, 17(2), 138-149.
- Friestad, M., & Wright, P. (1994). The Persuasion knowledge Model: How People Cope with Persuasion Attempts. Journal of Consumer Research, 21(1), 1-31.
- Hair, J. F., Sarstedt, M., Ringle, C. M., & Gudergan, S. P. (2024). Advanced Issues in Partial Least Squares Structural Equation Modeling (2nd ed.). SAGE Publications, Inc.
- Islam, M. N., Furuoka, F., & Idris, A. (2021). Employee engagement and organizational change initiatives: Does transformational leadership, valence, and trust make a difference? Global Business and Organizational Excellence, 40(3), 50-62.
- Kimiagari, S., & Malafe, N. S. A. (2021). The role of cognitive and affective responses in the relationship between internal and external stimuli on online impulse buying behavior. Journal of Retailing and Consumer Services, 61(February), 102567.
- Li, M., Wang, Q., & Cao, Y. (2022). Understanding Consumer Online Impulse Buying in Live Streaming E-Commerce: A Stimulus-Organism-Response Framework. International Journal of Environmental Research and Public Health, 19(7).
- Li, X., Niu, Y., & Xu, J. (2023). Factors Affecting Purchase Intention of Hanfu: Considering Product Identification, Cultural Motivation, and Perceived Authenticity. Behavioral Sciences, 13(8).
- Liengaard, B. D., Sharma, P. N., Hult, G. T. M., Jensen, M. B., Sarstedt, M., Hair, J. F., & Ringle, C. M. (2021). Prediction: Coveted, Yet Forsaken? Introducing a Cross-Validated Predictive Ability Test in Partial Least Squares Path Modeling. Decision Sciences, 52(2), 362-392.
- Liu, L., & Cabading, C. B. (2025). The Impact of Women ’ s Clothing Short Video Content Marketing on Consumers ’ Purchase Intention. Review of Integrative Business and Economic Research, 14(3), 663-679.
- Lou, C., & Yuan, S. (2019). Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media. Journal of Interactive Advertising, 19(1), 58-73.
- Mehrabian, A., & Russell, J. A. (1974). An Approach to Environmental Psychology. MIT Press.
- Morhart, F., Malär, L., Guèvremont, A., Girardin, F., & Grohmann, B. (2015). Brand authenticity: An integrative framework and measurement scale. Journal of Consumer Psychology, 25(2), 200-218.
- Moulard, J. G., Garrity, C. P., & Rice, D. H. (2015). What Makes a Human Brand Authentic? Identifying the Antecedents of Celebrity Authenticity. Psychology & Marketing, 32(2), 173-186.
- Napoli, J., Dickinson, S. J., Beverland, M. B., & Farrelly, F. (2014). Measuring consumer-based brand authenticity. Journal of Business Research, 67(6), 1090-1098.
- Nyrhinen, J., Sirola, A., Koskelainen, T., Munnukka, J., & Wilska, T. (2024). Online antecedents for young consumers ’ impulse buying behavior. Computers in Human Behavior, 153(December 2023), 108129.
- Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers’ perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39-52.
- Parboteeah, D. V., Valacich, J. S., & Wells, J. D. (2009). The influence of website characteristics on a consumer’s urge to buy impulsively. Information Systems Research, 20(1), 60-78.
- Raza, S. H., & Zaman, U. (2021). Effect of cultural distinctiveness and perception of digital advertising appeals on online purchase intention of clothing brands: Moderation of gender egalitarianism. Information, 12(72).
- Redi, M., O’Hare, N., Schifanella, R., Trevisiol, M., & Jaimes, A. (2014). 6 seconds of sound and vision: Creativity in micro-videos. In Proceedings of the IEEE Computer Society Conference on Computer Vision and Pattern Recognition (pp. 4272-4279).
- Ringle, C. M., Wende, S., & Becker, J.-M. (2024). Cross-validated Predictive Ability Test (CVPAT). SmartPLS 4.
- Rook, D. W., & Fisher, R. J. (1995). Normative Influences on Impulsive Buying Behavior. Journal of Consumer Research, 22(3), 305.
- Shamim, K., & Islam, T. (2022). Digital influencer marketing: How message credibility and media credibility affect trust and impulsive buying. Journal of Global Scholars of Marketing Science: Bridging Asia and the World, 32(4), 601-626.
- Shmueli, G., Sarstedt, M., Hair, J. F., Cheah, J. H., Ting, H., Vaithilingam, S., & Ringle, C. M. (2019). Predictive model assessment in PLS-SEM: guidelines for using PLSpredict. European Journal of Marketing, 53(11), 2322-2347.
- Shoenberger, H., & Kim, E. (2022). Explaining purchase intent via expressed reasons to follow an influencer, perceived homophily, and perceived authenticity. International Journal of Advertising, 42(2), 368-383.
- Simon, H. A. (1955). A Behavioral Model of Rational Choice. The Quarterly Journal of Economics, 69, 99-118.
- Simon, H. A. (1957). Models of Man, Social and Rational: Mathematical Essays on Rational Human Behavior in Society Setting. Wiley.
- Sokolova, K., & Kefi, H. (2020). Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of Retailing and Consumer Services, 53.
- Sun, Y., Shao, X., Li, X., Guo, Y., & Nie, K. (2019). How live streaming influences purchase intentions in social commerce: An IT affordance perspective. Electronic Commerce Research and Applications, 37(December 2018), 100886.
- Torelli, C. J., Özsomer, A., Carvalho, S. W., Keh, H. T., & Maehle, N. (2012). Brand concepts as representations of human values: Do cultural congruity and compatibility between values matter? Journal of Marketing, 76(4), 92-108.
- Verhagen, T., & Van Dolen, W. (2011). The influence of online store beliefs on consumer online impulse buying: A model and empirical application. Information and Management, 48(8), 320-327.
- We Are Social, & Meltwater. (2025). Digital 2025: Indonesia.
- Wongkitrungrueng, A., & Assarut, N. (2020). The role of live streaming in building consumer trust and engagement with social commerce sellers. Journal of Business Research, 117, 543-556.
- Xu, X., Wu, J. H., & Li, Q. (2020). What drives consumer shopping behavior in live streaming commerce? Journal of Electronic Commerce Research, 21(3), 144-167.
- Yang, P., Sheng, H., Yang, C., & Feng, Y. (2024). How social media promotes impulsive buying: examining the role of customer inspiration. Industrial Management and Data Systems, 124(2), 698-723.
-
Factors affecting users’ brand awareness through social media marketing on TikTok
Cuong Nguyen ,
Thao Tran ,
Tien Nguyen
doi: http://dx.doi.org/10.21511/im.20(1).2024.11
Innovative Marketing Volume 20, 2024 Issue #1 pp. 122-131 Views: 7968 Downloads: 2026 TO CITE АНОТАЦІЯTikTok is increasingly influential in promoting brand awareness and boosting purchase intention. From a social media marketing perspective, brand awareness significantly influences consumers’ purchasing decisions. The primary objective of this study is to investigate and measure the factors influencing the brand awareness of TikTok users through social media marketing communications. The paper employs exploratory factor analysis, Cronbach’s Alpha test, and regression analysis to test the hypotheses. 24 observed variables were divided into six groups. Each variable was assessed using a 5-point Likert scale. The sample size includes 240 valid responses from TikTok users collected via convenience sampling. The questionnaire was distributed to TikTok users from Vietnam via the link on Google Forms. The collected data were processed by SPSS 20 software. The results suggest that six independent variables positively affect brand recognition via social media marketing on TikTok, with a 95% confidence interval at Sig. = 0.000 (0.05). Each of the six variables positively impacts initial expectations and is statistically significant at 1%. The results show that trends (Beta = 0.299) are the most decisive factors impacting brand awareness of TikTok users. Besides, electronic word of mouth (Beta = 0.242), influencer (Beta = 0.220), entertainment (Beta = 0.206), interaction (Beta = 0.200), and storytelling (Beta = 0.179) also positively affect the brand awareness of TikTok users. Limitations and further research suggest that marketers should investigate the role of artificial intelligence (AI) in the consumer’s brand awareness-constructing process.
-
Impact of culture, brand image and price on buying decisions: Evidence from East Java, Indonesia
Sudaryanto Sudaryanto 
,
Imam Suroso ,
Anifatul Hanim ,
Jaloni Pansiri ,
Taskiya Latifatil Umama
doi: http://dx.doi.org/10.21511/im.17(1).2021.11
Innovative Marketing Volume 17, 2021 Issue #1 pp. 130-142 Views: 4629 Downloads: 1575 TO CITE АНОТАЦІЯThe marketing strategy phenomenon improves significantly, narrowing from a general to a specific cultural ethnicity base and from variable to dimension analysis. This study examines the impact of culture, brand image and price on buying decisions. The study population comprised retail consumers in the sampled area of Situbondo, East Java, Indonesia. A multi-stage sampling technique was used to derive a sample of 112 respondents as a primary data source – descriptive statistics allows for the demographic characteristics of retail consumers in East Java, Indonesia. Surprisingly, the data showed that gender involvement in buyer decision-making was dominant. Most retail customers were identified as private-sector employees and indicated for higher income earners. Responses were then analyzed using multiple linear regressions to answer the research hypotheses. The results showed that Hofstede’s culture dimension and the brand image and price significantly affected consumer buying decisions at retail stores in East Java, Indonesia. Regarding the strength of Islamic culture in East Java, price was the primary consideration in buying decisions. Further research, preferably using ethnographic approaches with an emphasis on qualitative research, is needed to investigate the implications of these relationships.
Acknowledgment
We would like to thank the Research Centre (LP2M) of University of Jember, East Java, Indonesia, for their support and funding. We also want to thank Rusdiyanto, a Ph.D. student from the Faculty of Economics and Business, Universitas Airlangga, Surabaya, Indonesia, for his helpful discussions and contributions. -
What causes social media users to engage and mimic virtual influencers? The role of self-congruity
Lokweetpun Suprawan ,
Sasipa Pojanavatee
doi: http://dx.doi.org/10.21511/im.18(4).2022.13
Innovative Marketing Volume 18, 2022 Issue #4 pp. 148-160 Views: 4263 Downloads: 1075 TO CITE АНОТАЦІЯInfluencer marketing has been widely utilized in marketing communication. With the growing interest in virtual influencers, this study aims to investigate why social media users would interact with virtual influencers. The research model was developed based on the self-congruity theory. The data were obtained by questionnaires distributed to social media users using judgmental sampling (respondents were above 18 years old and actively used Instagram within the past six months). The questionnaire was posted on social media, and 230 responses were collected and analyzed using a covariance-based structural equation. Influencer-brand fit was found to have a weak direct effect on engagement (γ = 0.158, p < 0.05), but insignificant direct effect on mimicry desire (γ = 0.160, p > 0.05). Value homophily significantly affects both engagement and mimicry desire directly (β = 0.338 and β = 0.622, p < 0.01). Moreover, value homophily was found to fully mediate the virtual influencer-brand fit/mimicry desire relationship (B = 0.546, p < 0.01) and partially mediate the relationship of virtual influencer-brand fit/engagement (B = 0.229, p < 0.01). However, the mediating effect of mimicry desire on the virtual influencer-brand fit/engagement relationship was found to be non-significant (B = 0.065, p > 0.05). This study contributes to influencer marketing by highlighting value homophily as the most significant factor explaining why consumers respond to a virtual influencer when used as a message source in marketing communication.
