The purpose of this study is to examine the effect of religious influencers’ credibility on followers’ religiosity, social media engagement, and donation intention. Primary data was acquired through online surveys to 204 Instagram and TikTok followers of the religious influencers. PLS-SEM technique was utilized to assess the structural model in the study. The results show that the credibility of religious influencers, respectively, has a direct and significant effect on followers’ religiosity, social media engagement, and donation intention. Followers’ religiosity significantly mediates the effect of religious influencers’ credibility on followers’ social media engagement. In addition, followers’ social media engagement appears to be a significant mediating variable of the effect of religious influencers’ credibility on followers’ donation intention.
Instagram is one of the top three most popular social media platforms in Indonesia. Nowadays, many local brand owners collaborate with influencers to promote products or services sold through Instagram. This study examines the extent to which influencer credibility and advertising content value are shared to create brand trust and consumer behavioral intention. The online survey was distributed to 206 followers of three female Indonesian fashion influencers with at least four hundred thousand followers on Instagram. The results show that influencer credibility and advertising content significantly and directly influence brand trust towards Indonesian fashion products promoted by influencers. Brand trust also significantly and directly influences the followers’ behavioral intentions. However, the influencer’s credibility and his advertising content value indirectly influence the followers’ behavioral intentions through brand trust. These findings indicate that brands under influencer endorsements must first earn trust from the followers prior to encouraging their behavioral intention.
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