<![CDATA[Purpose – This study aims to examine the effect of streamer credibility on purchase intention through the mediating role of customer engagement for the Somethinc brand on TikTok. Design/Methodology/Approach – This study employed a quantitative explanatory research design. Data were collected from 135 TikTok users in Jakarta who were familiar with and had watched Somethinc's live streaming, using a non-probability purposive sampling technique. Responses were gathered through a structured online questionnaire using a five-point Likert scale. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS version 4.1.0.9. Findings – The results indicate that streamer credibility has a positive and significant effect on customer engagement, and customer engagement positively and significantly influences purchase intention. Customer engagement also fully mediates the relationship between streamer credibility and purchase intention. However, streamer credibility does not have a significant direct effect on purchase intention, suggesting that its influence operates indirectly through customer engagement. Originality/Value – This study contributes to the social commerce and digital marketing literature by demonstrating the mediating role of customer engagement in the relationship between streamer credibility and purchase intention within the context of TikTok live streaming. The findings provide theoretical insights into consumer behavior in live commerce and offer practical implications for brands seeking to improve purchase intention by strengthening streamer credibility and fostering meaningful customer engagement.]]>
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