How celebrity-endorsed travel livestreaming triggers impulsive buying? The role of trust and positive emotions

Although impulsive buying (IB) has spread because of livestreaming, current knowledge on this topic is still relatively rare. Therefore, to understand the underlying mechanisms beyond this relationship, this study aims to investigate the effect of celebrity-endorsed travel livestreaming (CETLS) on consumers’ IB. Further, it explores the mediating roles of positive emotions (PEs) and trust (TS). Data were collected from members of travel groups on social media networks. PLS-SEM analysis of 584 valid responses was employed. The findings showed that CETLS significantly and positively affects consumers’ PEs, TS, and IB. Moreover, the findings depicted that PEs and TS mediates the link between CETLS and IB. This study provides a valuable perspective to explore tourists’ IB through CETLS. Further, it also advances knowledge of tourists’ IB by investigating the mediating role of PEs and TS.