With the aim of exploring the impact of weblebrity on purchase intention, a comprehensive study was conducted by delving into the influence, preferential attributes, instant two-way interactivity and entertainment attributes of weblebrities as stimulus variables. Additionally, trust and perceived value were considered as intermediate variables, while purchase intention was examined as a dependent variable. The analysis revealed that each dimension of weblebrity lead had a significant positive relationship with purchase intention. Furthermore, the results indicated that trust and perceived value also positively influenced purchase intention. Therefore, it can be inferred that weblebrities have the power to sway consumer behavior in a positive way, leading to increased purchase intent among their followers. Overall, these findings highlight the importance of weblebrities in modern marketing strategies, emphasizing how their influence can translate into tangible business outcomes.
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