HOW LIVE PRESENTER CREDIBILITY DRIVES CONSUMER ENGAGEMENT: THE MEDIATING EFFECT OF AUTHENTICITY

Abstract

The rapid growth of live commerce has transformed online shopping into an interactive and socially engaging experience, making live presenters an important factor influencing consumer behavior. Drawing on the Stimulus–Organism–Response (SOR) framework, this study investigates how live presenter credibility, reflected through trustworthiness, expertise, and attractiveness, influences consumer behavioral intentions through the mediating role of live presenter authenticity. Specifically, this study examines the effects of credibility on rewatch intention and follow intention in the context of live commerce in an emerging market. Data were collected from 400 Indonesian consumers who had experience watching and interacting with live commerce broadcasts. The proposed model was analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that live presenter credibility significantly enhances perceived authenticity. Furthermore, authenticity positively influences consumers’ intentions to rewatch live streams and follow presenters’ social media accounts. The results also indicate that authenticity serves as an important psychological mechanism linking presenter credibility to consumer engagement intentions. These findings extend the application of the SOR framework in live commerce by highlighting the role of presenter authenticity as a key organismic response that translates credibility into consumer behavioral intentions. From a managerial perspective, businesses should prioritize selecting credible presenters who can communicate authentically to strengthen audience retention and relationship-building outcomes in live commerce environments.