Social Media Celebrity Endorsement, Brand Image, and Brand Differentiation in Purchase Intention--Model

Introduction: The power of young celebrities and brand image in influencing young consumers are becoming more relevant in the marketing and advertising of products and services of the plethora of brands we have in the twenty-first century. Businesses and brands use young celebrities to endorse their products to appeal more towards younger consumers. This research investigates the impact of young celebrity endorsements in social media advertisements and brand image towards the purchase intention of young consumers.Methodology: The theoretical framework from Shimp’s TEARS Model of celebrity endorsement is derived from 4 research studies and the variables were tested using 5-point Likert scale on a sample of 282 respondents who are young consumers, aged between 13 to 18 years old. All respondents were recruited using stratified sampling technique and data were analyzed using SmartPLS. The results derived from the data analyses conducted highlights eight main findings.Results: From the TEARS Model, similarity and respect has an influence on celebrity endorsement in social media whereas expertise, physical attractiveness and trustworthiness do not influence celebrity endorsement in social media. Brand image and celebrity endorsement in social media also found to be significant antecedents for the purchase intention. These findings will provide insights to marketer of businesses who requires to understand the attributes of young celebrity endorsements on social media advertisements that will appeal to young consumer. In this technological era, businesses build their brand image via investing in advertising; especially in social media advertising and celebrity endorsements.Recommendations: Following the current findings of the insignificance of expertise, physical attractiveness, and trustworthiness of the celebrity endorsers towards young consumers; marketers should look into similarity and respect qualities of their young celebrity endorsers if they would like to appeal their brands and products to pique the interests of young consumer which now become one of the major group of consumers in the world.

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The Effect of Instagram Influencers on Purchase Intentions Mediated by Brand Image on Cosmetic Products (Study on Gen Z Women)

Open Access Indonesia Journal of Social Sciences ◽

10.37275/oaijss.v4i2.90 ◽

2021 ◽

Vol 4 (2) ◽

pp. 111-123

Author(s):

Dewi Tamara ◽

Lidiya Heriyati ◽

Tsabita Hanifa ◽

Michelle Carmen

Keyword(s):

Social Media ◽

Purchase Intention ◽

Convergent Validity ◽

Discriminant Validity ◽

Brand Image ◽

Public Awareness ◽

Daily Basis ◽

Purchase Intentions ◽

Generation Z ◽

The Relationship

Rise of internet usage gives a sense of urgency for marketer to develop enchanted promotion methods through the help of social media. This research focuses on analyze the correlation between social media influencer and purchase intention with brand image as mediating variables. Object of this research is Generation Z women since their perspectives are rarely elaborated in previous research. Sample of this research is Generation Z women, actively using make-ups and skincare, and use Instagram in their daily basis. Validity is measured through convergent validity and discriminant validity, while reliability is measured through cronbach’s alpha and composite reliability. Hypotheses are measured using PLS-SEM and considered as significant if t-value > t-table. Results indicate that social media influencer significantly correlated with purchase intention when mediated with brand image. Specifically, numbers of followers, high-activity on social media, and influencer credibility influence brand image and purchase intention in significant ways. Moreover, positive brand image, public awareness, and brand uniqueness determined as mediating factors on the relationship social media influencer and purchase intention.

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PENGARUH KREDIBILITAS ENDORSER PADA NIAT BELI KONSUMEN DAN TINGKAT KEPERCAYAAN PADA IKLAN

KINERJA ◽

10.24002/kinerja.v20i1.694 ◽

2016 ◽

Vol 20 (1) ◽

pp. 13

Author(s):

Daniel Yudistya Wardhana

Keyword(s):

Purchase Intention ◽

Brand Image ◽

Communication Strategy ◽

Marketing Communication ◽

Celebrity Endorsement ◽

Instant Coffee ◽

Sim Card ◽

Celebrity Endorser ◽

High Credibility

AbstractThe use of celebrity endorser as a marketing communication strategy provides a higher degree of appeal and attention compare to non-celebrity endorser. Corporates invest high budget to promote their brand image through celebrity endorsement in order to transfer the celebrity attributes such as attractiveness, expertise and trustworthiness to their brand. Generally the result of this study are showing different influence from source of message that have high credibility and trusted. In the case of Sim Card Provider, the credibility of celebrity has attracted the consumer to buy the product but it is not the case with the Instant Coffee product, consumers tends to believe to non-celebrity.Keywords: Credibility; Celebrity and Non-Celebrity; Purchase Intention; Advertising BelievabilityAbstrakPenggunaan endorser selebriti dalam strategi komunikasi pemasaran menghasilkan tingkat ketertarikan dan perhatian yang tinggi dibandingkan endorser non-selebriti. Perusahaan menginvestasikan dana yang besar untuk menaikkan citra mereknya melalui endorser selebriti dengan tujuan agar tiga kriteria menarik, keahlian dan dapat dipercaya dapat disalurkan ke merek yang didukung. Secara umum hasil dari studi ini menunjukkan perbedaan pengaruh dari sumber pesan dengan kredibilitas yang tinggi dan dapat dipercaya. Dalam produk Sim Card, kredibilitas model selebriti dianggap menarik konsumen untuk membeli produk namun tidak dengan produk Kopi Instan, konsumen cenderung mempercayai model non-selebriti.Kata Kunci: Kredibilitas; Selebriti dan Non-Selebriti; Niat Beli; Tingkat Kepercayaan Pada Iklan

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What Makes GO-JEK Go in Indonesia? The Influences of Social Media Marketing Activities on Purchase Intention

Journal of theoretical and applied electronic commerce research ◽

10.3390/jtaer17010005 ◽

2021 ◽

Vol 17 (1) ◽

pp. 89-103

Author(s):

Massoud Moslehpour ◽

Taufiq Ismail ◽

Bey Purba ◽

Wing-Keung Wong

Keyword(s):

Social Media ◽

Purchase Intention ◽

Brand Image ◽

Two Dimensions ◽

Social Media Marketing ◽

Primary Data ◽

Online Questionnaire ◽

The Social ◽

Marketing Activities ◽

The Relationship

This research examines the relationship between social media marketing activities and purchase intention mediated by trust and brand image to confirm the constructs with practical applicability, specifically in a growing online ride-hailing service company. This study employs a quantitative approach with a causal research design to test the proposed hypotheses to identify interrelationships between each pair of constructs. Data collection was performed through a survey of 350 respondents via an online questionnaire as the primary data source distributed to social media users in Indonesia who had experienced using GO-JEK services. In addition, EFA, CFA, SEM, and bootstrapping methods were run to analyze these research data. Social media marketing, trust, and brand image affect consumers’ purchase intention significantly. Among the five dimensions of social media marketing, the findings show that two dimensions—namely, entertainment and word of mouth, bring the most significant direct effect on purchase intention. Trust and brand image mediate the relationship between social media marketing and purchase intention. This study suggests practical directions for organizations. First, it reveals the social media dimensions that directly encourage purchase intention among consumers. Second, it explains that trust and brand image can amplify each variable’s influence on the purchase intention among consumers. GO-JEK is an example of the online ride-hailing industry that causes the generalizability issue in different business contexts. Based on our findings, there are some practical directions for GO-JEK. First, it reveals the social media marketing dimensions that directly encourage purchase intention among consumers to use GO-JEK. Second, it explains that trust and brand image can amplify the influence of each variable on consumers’ purchase intention. Very few studies investigated social media marketing’s role in a GO-JEK business model in the Indonesian context. This research delivers in-depth insights into the significant factors that affect Indonesian consumers to decide which product they intend to buy through the influence of social media activities.

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The Moderating Effect of ‘Generation’ on the Relations between Source Credibility of Social Media Contents, Hotel Brand Image, and Purchase Intention

Sustainability ◽

10.3390/su13169471 ◽

2021 ◽

Vol 13 (16) ◽

pp. 9471

Author(s):

Hye-Ryeong Shin ◽

Jeong-Gil Choi

Keyword(s):

Social Media ◽

Generational Differences ◽

Purchase Intention ◽

Source Credibility ◽

Brand Image ◽

Group Analysis ◽

Moderating Effect ◽

Media Communication ◽

Social Media Communication ◽

The Impact

This is a timely study that simultaneously considers the issues of source credibility of social media contents and generational differences. The study aims to explore the influence of ‘generation’ on perceived source credibility, and its effect on the relation between source credibility, hotel brand image, and purchase intention in cases where the content providers are general users (UGCs) and hotel marketers (MGCs), respectively. Using an independent samples t-test (278 people sampled), the differences in source credibility between generations were tested and multi-group analysis was conducted to verify the moderating effect of generation. Significant differences appeared in trustworthiness between the generations. Millennials are sharper in observation than the generations born earlier in recognizing the source credibility of social media contents. The moderating effect of generation is noticeable only in the impact of the UGCs’ expertise on hotel brand image, indicating Millennials are affected by the expertise of UGCs more strongly than the earlier generations are. The findings offer insight into better strategizing of social media communication for hotel marketers, utilizing social media and targeting Millennials. A further contribution of the study is that it reveals the relations between variables and effects according to different content providers (UGCs and MGCs).

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Role of Electronic Word of Mouth and Social Media Marketing on Brand Image and Purchase Intention toward E-Commerce Cosmetic Products

Archives of Business Research ◽

10.14738/abr.910.11025 ◽

2021 ◽

Vol 9 (10) ◽

pp. 178-191

Author(s):

Anas Hidayat

Keyword(s):

Social Media ◽

Purchase Intention ◽

Structural Equation ◽

Brand Image ◽

Sampling Technique ◽

Simultaneous Equation ◽

Equation Model ◽

Social Media Marketing ◽

Equation Modeling ◽

Marketing Variables

This research aimed to examine the effect of EWOM and Social Media Marketing variables on Purchase Intention with an intervening variable of brand image. This research sampling was carried out using purposive sampling technique from 250 respondents which had the criteria of Indonesian citizens who were interested in buying and using cosmetics through e-commerce and already had income. This research used an analytical tool which is a simultaneous equation model called structural equation modeling. The results of this research indicated that EWOM had a positive and significant effect on brand image and buying intention. Social Media Marketing had also a positive significant effect on brand image,however, it was an insignificant effect on buying intention. Finally, Brand Image showed a positive significant effect on Purchase Intention.

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THE EFFECT OF SOCIAL MEDIA INFLUENCER ON BRAND IMAGE, SELF-CONCEPT, AND PURCHASE INTENTION

Journal of Consumer Sciences ◽

10.29244/jcs.4.2.76-89 ◽

2019 ◽

Vol 4 (2) ◽

pp. 76-89 ◽

Cited By ~ 2

Author(s):

Atika Hermanda ◽

Ujang Sumarwan ◽

Netti Tinaprillia

Keyword(s):

Social Media ◽

Role Models ◽

Purchase Intention ◽

Structural Equation ◽

Brand Image ◽

Third Party ◽

Self Concept ◽

Equation Modeling ◽

Cross Sectional ◽

The Social

The purpose of the research was to discover how social media influencers influenced the brand image, self-concept and the purchase intention of cosmetic consumers. The social media influencers became the third party which provided information about cosmetic products to the social media audience. Those who had the same self-concept with the influencers often viewed them as role models in consumption. The increase of self-concept and brand image affected a consumer’s purchase intention. The research would implement the cross sectional design, with the data gathered through online questionnaires shared in social media accounts. The samples would be gathered using the convenience sampling technique, with respondents up to 219 people. The research implemented the purchase intention as the endogenous variable and social media influencers as the exogenous variable, as well as brand image and self-concept as the intervening variable. The analysis method that would be implemented was the Structural Equation Modeling (SEM), using the SmartPLS software. The research resulted in the significant negative influence of both social media influencer and self concept towards the purchase intention, in contrast with the brand image which had a significant positive effect.

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The Influence of Celebrity Endorsement on Consumer’s Attitude: A Study Case of Smartphone Brands in Jakarta, Indonesia

International Journal of Engineering & Technology ◽

10.14419/ijet.v7i4.4.19602 ◽

2018 ◽

Vol 7 (4.4) ◽

pp. 30

Author(s):

Ina Melati ◽

Teddy Indira Budiwan ◽

Haryadi Sarjono

Keyword(s):

Social Media ◽

Factor Analysis ◽

Regression Analysis ◽

University Students ◽

Multiple Regression Analysis ◽

Purchase Intention ◽

Positive Impact ◽

Celebrity Endorsement ◽

Study Case ◽

Social Media Advertising

This study analyzes the effect of celebrity endorsement on consumer’s attitude towards social media advertising as well as the effect of consumer’s attitude towards social media advertising on consumer’s purchase intention of smartphone brands in Jakarta. A survey was conducted on 404 university students in Bina Nusantara University. After conducting exploratory factor analysis (EFA) and multiple-regression analysis, the result indicates that consumer’s attitude towards social media advertising is positively affected by 4 factors: celebrity trustworthiness, celebrity liking, celebrity match-up with product and celebrity familiarity. Attitude towards social media advertising also has a positive impact on consumer’s purchase intention of smartphone brands in Jakarta.

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ANALYSIS OF CELEBRITY ENDORSEMENT INFLUENCE ON PURCHASE INTEREST: THE CASE STUDY OF A SKINCARE PRODUCT

The EUrASEANs: journal on global socio-economic dynamics ◽

10.35678/2539-5645.3(10).2018.44-51 ◽

2018 ◽

pp. 44-51

Author(s):

Putu Nina Madiawati ◽

Mahir Pradana ◽

Luthfiany Alrasyid

Keyword(s):

Social Media ◽

Purchase Intention ◽

Celebrity Endorsement ◽

High Category ◽

Promotional Strategy ◽

Analysis Technique ◽

Advertising Appeal ◽

The One ◽

The Right ◽

Celebrity Endorsers

Companies must have the right promotional strategy, one of them is using social media as a “container” for company’s promotion. In promotion through social media celebrity endorsers are often used as a means of attraction so that to get more attention from consumers. Many marketers use celebrity endorsers to promote their products and strenghten the related purchase intention. The purpose of this research is to know whether or not there is a significant influence between celebrity endorsement on the one hand and buying interest in the advertising appeal on the other. The research has been carried out on the example of MDGlowing skincare product. The research has been based on quantitative and descriptive methods. Sampling was carried out using probability sampling of the random sampling type, with the number of respondents as many as 100 people. The data analysis technique selected was path analysis. According to the results of our study, celebrity endorsers (selebgram) contribute with 78.06% (high category), advertising appeal contributes also with 78.06% (high category), purchase intention reached 73.2% with high category. Celebrity endorsement significant effects on advertising appeal with the contribution of 48,7%; advertising appeal has significant effect on purchase intention with the contribution of 28,3%; celebrity endorsement has effect on purchase intention with the contribution of merely 5,29%, and finally, celebrity endorsement influences purchase intentions through advertising appeal with the contribution equal to 37% sharp.

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The Effect of Social Media Influencer and Brand Image On Online Purchase Intention During The Covid-19 Pandemic

Ilomata International Journal of Management ◽

10.52728/ijjm.v2i3.261 ◽

2021 ◽

Vol 2 (3) ◽

pp. 163-171

Author(s):

Feby Eka Vivi Setio Putri ◽

Monika Tiarawati

Keyword(s):

Social Media ◽

Purchase Intention ◽

Brand Image ◽

Purchase Intentions ◽

Partial Least Square ◽

Least Square ◽

Purchasing Power ◽

Online Purchase ◽

Online Consumer ◽

The Impact

The Covid-19 pandemic that has hit the whole world has caused economic problems. Household consumption or the purchasing power of the Indonesian people fell very deeply. Whereas consumption or people's purchasing power supports 60% of the Indonesian economy. Therefore, the pattern of marketing is changed by doing marketing online. Companies use social media influencer to advertise their products. This study was conducted to analyze the impact of social media influencers and brand image on online consumer purchase intentions. The criteria for respondents in this study were women aged 18 years and over who followed Tasya Farasya's Instagram and knew about Maybelline products. Partial Least Square (PLS) is used to analyze the respondent's data that has been collected. The results of this study indicate that social media influencers have no positive and significant effect on online purchase intentions. Meanwhile, brand image has a positive and significant effect on online purchase intentions.

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