The Influence of Internet Celebrities on Electronic Word of Mouth (eWOM) and Purchase Intentions in China: A Study of Social Media and Consumer Behavior

With the rise of social media, internet celebrities have emerged as pivotal agents in shaping consumer behavior and disseminating electronic word-of-mouth (eWOM). However, the growing reliance on these celebrities raises crucial questions about their credibility and impact on eWOM. This study explores the precise mechanisms by which Chinese internet celebrities drive eWOM dissemination and influence consumer purchase intentions. The research employed purposive sampling techniques, selecting 12 informants (6 consumers and 6 fans) for semi-structured interviews. Thematic analysis was applied to the interview data. Additionally, this study conducted a content analysis on 60 randomly sampled comments (from 20 short videos across TikTok and RED platforms). The findings revealed that the credibility of internet celebrities plays a significant role in shaping eWOM among fans and influencing consumer purchase intentions. The study also found that the key elements such as trustworthiness, information quality, review quantity, and consumer needs were highlighted as the most impactful on eWOM, followed by communication skills and personality. The results of this study provide a theoretical foundation for understanding how internet celebrities affect consumer behaviour. This research offers practical implications for brands seeking to leverage internet celebrities’ credibility for effective eWOM strategies.