scholarly journals Sosyal Medya Reklamları Etkili Midir Algının ve Tutumun Satın Alma Niyetine Etkisinde Ünlü Desteğinin Aracı Rolü : Y Kuşağı Üzerinde Bir Araştırma(Are Social Media Ads Effective The Mediating Role of Celebrity Endorsement in the Effect of Perception and Attitude on the Purchase Intention: A Study on the Y Generation)

2021 ◽  
Vol 13 (3) ◽  
pp. 2340-2355
Author(s):  
Hasan Aksoy ◽  
Ayşe Gür ◽  
Emel Celep
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Celebrity Endorsement ◽  
Mediating Role

scholarly journals The influence of social media on purchase intention: The mediating role of brand equity

2021 ◽  
Vol 8 (1) ◽  
pp. 1944008
Author(s):  
Mohammed Majeed ◽  
Martin Owusu-Ansah ◽  
Adu-Ansere Ashmond
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Purchase Intention ◽  
Mediating Role

scholarly journals The Mediating Role of Customer Trust on the Relationships of Celebrity Endorsement and E-WOM to Instagram Purchase Intention

2021 ◽  
Vol 8 (1) ◽  
pp. 107
Author(s):  
Ahmad Firman ◽  
Gunawan Bata Ilyas ◽  
Heru Kreshna Reza ◽  
Setyani Dwi Lestari ◽  
Aditya Halim Perdana Kusuma Putra
Keyword(s):  
Purchase Intention ◽  
Purchase Intentions ◽  
Consumer Confidence ◽  
Celebrity Endorsement ◽  
Celebrity Endorsements ◽  
Mediating Role ◽  
Indirect Influence ◽  
Customer Trust

This study aims to reanalyze and reconfirm the relationships of celebrity endorsements and E-WOM on consumer purchasing intentions and examine the indirect influence of celebrity endorsements and e-WOM and trust as the mediation of purchase intentions. This study is the first in Indonesia to analyze the above mediating relationships. The data are from 100 Instagram users responding to online questionnaires and analyzed with PLS-SEM. The results showed that celebrity endorsement and e-WOM positively influence consumer confidence and purchasing intentions by mediating trust variables. This research highlights the role of influence in creating positive buzzes to the promoted sales.

Factors Affecting Purchase Intention and Social Media Publicity of Green Products: The Mediating Role of Concern for Consequences

2017 ◽  
Vol 25 (3) ◽  
pp. 225-236 ◽  
Author(s):  
Muhammad Mohsin Zahid ◽  
Bakhtiar Ali ◽  
Muhammad Shakil Ahmad ◽  
Ramayah Thurasamy ◽  
Naila Amin
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Green Products ◽  
Factors Affecting ◽  
Mediating Role

The Effect of Celebrity Endorsement on Consumer Purchase Intention: The Mediating Role of Brand Loyalty

2020 ◽  
Vol 10 (06) ◽  
pp. 1016-1021
Author(s):  
Rarina Mookda ◽  
Sanan Waheed Khan ◽  
Sirichanok Intasuwan ◽  
Sirikanya Chotchoung
Keyword(s):  
Brand Loyalty ◽  
Purchase Intention ◽  
Celebrity Endorsement ◽  
Mediating Role ◽  
Consumer Purchase Intention

scholarly journals Social Media Influencer in Advertising: The Role of Attractiveness, Expertise and Trustworthiness

2020 ◽  
Vol 3 (4) ◽  
Author(s):  
Brahim Chekima ◽  
◽  
Fatima Zohra Chekima ◽  
Azaze-Azizi Abdul Adis
Keyword(s):  
Social Media ◽  
Rapid Growth ◽  
Purchase Intention ◽  
Source Credibility ◽  
Advertising Effectiveness ◽  
Celebrity Endorsement ◽  
Cosmetic Products ◽  
Cosmetic Industry ◽  
Online Stores

The cosmetic industry has shown rapid growth worldwide and is seen as a profitable business yet highly competitive. A popular grab-attention strategy being adopted worldwide by the brand manufacturers is celebrity endorsement to improve the effectiveness of the advertisement. Despite its popularity, companies increasingly abandoning it in favor of social media influencers due to the popularity of social media and online stores. However, the effectiveness of this new way of communication using an influencer is not well understood. To address this gap, this research investigated the influence of social media influencer credibility (attractiveness, trustworthiness, and expertise) on advertising effectiveness (attitude toward the product, attitude toward the advertisement, and purchase intention to ensure if it is suitable to hire a social media influencer to advertise cosmetic products in Malaysia over a celebrity. The finding can serve as a reference to help cosmetic products marketers to develop effective ads using source credibility to communicate with their customers and stand out from the surrounding media clutter.

Examining the impact of influencers’ credibility dimensions: attractiveness, trustworthiness and expertise on the purchase intention in the aesthetic dermatology industry

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Omayma AlFarraj ◽  
Ali Abdallah Alalwan ◽  
Zaid Mohammad Obeidat ◽  
Abdullah Baabdullah ◽  
Rand Aldmour ◽  
...  
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Customer Engagement ◽  
Content Type ◽  
Mediating Role ◽  
Aesthetic Dermatology ◽  
Online Engagement ◽  
Managerial Implications ◽  
The Aesthetic

Purpose This study aims to investigate the influencers’ credibility dimensions (i.e. attractiveness, trustworthiness, expertise) on purchase intention (PI) through the mediating role of cognitive and affective online engagement among the aesthetic dermatology consumers in Jordan. Design/methodology/approach The population of this study entails all followers of aesthetic dermatology clinics on their Instagram accounts. However, only three influencers from the aesthetic dermatology industry were selected and approved the request of sharing the survey instrument on their official platforms. Overall, 600 surveys were distributed, but only 384 were completed fully, constituting a 64% response rate. Findings The data analysis revealed an excellent fit for the data and indicated an impact of attractiveness and expertise on online engagement and PI. Moreover, a mediating influence was also found for online engagement on the path between influencer credibility and PI. Research limitations/implications This study has a limitation of collecting the data from only three influencers; consequently, collecting data from the followers of more than four influencers would get more generalizable results. Second, considering further, examining the mediating role of other variables such as electronic word-of-mouth (EWOM) and loyalty programs could also provide further insights onto the nature of the factors affecting the PI. In addition, future studies should examine the differences of using more than one social media platform. Practical implications The main findings of this study have a number of managerial implications for marketing management that hint at liking the influencers who are highly trusted owing to their extensive expertise in the area they are marketing rather than only depending on their physical attractiveness. The Jordanian culture does not focus only on the image shared by the social media as the reviews can either support or decline the influence of even the celebrity. Significantly, a set of managerial implications come from the current research. Social implications Two major areas are the most important; these are the trustworthy issue and the EWOM. The marketers should encourage their customers to openly talk about their experiences as they have an imperative role in liking influencers in a way that improves their PI. The second implication is related to social media platforms management that marketing managers should resolve any negative EWOM caused and to enhance followers’ satisfaction levels of the services. The increase in satisfaction positively affects PI, and the service makes the influencer role become more effective. Originality/value This study was able to add a value to the current understanding of the main antecedents of customer engagement by looking at these dimensions of perceived credibility. Another contribution was captured in this study by successfully validating the meditating impact of customer engagement between influencers’ credibility dimensions and PI, especially in the absence of the studies that have addressed such relationship.

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