EXAMINING PERCEIVED CREDIBILITY OF TWITTER BEAUTY THREADS AND ITS ROLE IN CONSUMER PURCHASE INTENTION

Abstract

This study examines the effect of perceived credibility on consumers’ purchase intention in beauty product recommendation threads on Twitter/X. A quantitative survey was conducted with 112 members of the ID Beauty & Fashion community using convenience sampling. Perceived credibility was assessed through indicators of expertise, trustworthiness, and attractiveness, while purchase intention was measured across transactional, referential, preferential, and explorative dimensions. Data were analyzed using descriptive statistics and simple linear regression. The findings indicate that perceived credibility has a significant and positive influence on consumers’ purchase intention, demonstrating that credible and authentic narratives in text-based environments can effectively encourage purchasing decisions even without visual persuasion. The study contributes to the extension of digital marketing theory by highlighting the role of narrative credibility in user-generated content platforms. Practically, the results provide insights for brands to foster authentic and community-driven engagement strategies in digital beauty markets. Future research is recommended to explore mediating and moderating factors using longitudinal approaches.