Does social media information credibility influence social commerce purchase intention of skincare products? Evidence from Facebook.

ABSTRACT: Social commerce is transforming consumer purchasing behaviours by blending social media interactivity with e-commerce functionalities, and most purchases today are evidently facilitated through social media platforms with ease. Recognising the importance of credibility in skin-related purchases, this study aims to examine how social media information credibility factors, specifically source credibility and electronic word of mouth (e WOM) credibility, influence consumers' purchase intentions for skincare products on Facebook, considering the mediating roles of trust in online communities and perceived privacy risk. Primary data were collected through a structured survey from 384 skincare purchasers who made their purchases via Facebook, and the model was tested using structural equation mo

SUBMITTER: Ranjith P 

PROVIDER: S-EPMC12543200 | biostudies-literature | 2025

REPOSITORIES: biostudies-literature