.... reciprocity, social proof, consistency, liking, authority). Such findings lend weight to the idea of the ascendency of source credibility factors in influencing consumer behaviour in rich media formats, including videos (Muda and Hamzah, 2021). A substantial body of research has examined the features...

..., drawing upon source credibility theory and contemporary theories of persuasion, the Instagram users’ perceptions of the influencer’s credibility are predicted to mediate the hypothesized effects. Design/methodology/approach Through an online (N = 192) and a lab study (N = 112), the authors examined...