Celebrity Credibility Influence on Cosmetic Product Purchase Intention

2019 ◽  
pp. 153-175
Author(s):  
Fatima Zohra Chekima ◽  
Brahim Chekima
Keyword(s):  
Purchase Intention ◽  
Source Credibility ◽  
Positive Influence ◽  
Credibility Theory ◽  
Consumer Ethnocentrism ◽  
Cosmetic Product ◽  
Source Characteristics ◽  
Source Credibility Theory ◽  
Moderating Role

One of the strategies that are used by companies to differentiate their cosmetic products is celebrity endorsement. Despite this popular advertising technique, researchers and advertisers have not agreed as to which celebrity source characteristics are most effective in influencing consumers' purchase intention. Another important factor that affects consumers' purchase intention is the consumer ethnocentrism level. Consumers in different countries have different preference over local and international products. Thus, the objective of this chapter is to examine the source credibility theory with the moderating role of ethnocentrism. The result suggests that celebrity endorsers' trustworthiness (TR), attractiveness (AT), and expertise (EX) had a significant positive influence on cosmetic product purchase intention (CPPI). The moderating role of ethnocentrism between AT, TR, and CPPI were examined and found to be significant. This indicates that AT and TR are stronger when consumers' ethnocentrism is high.

scholarly journals Millennial social media users' intention to travel: the moderating role of social media influencer following behavior

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Joyce Han ◽  
Han Chen
Keyword(s):  
Social Media ◽  
Structural Equation ◽  
Online Survey ◽  
Source Credibility ◽  
Positive Influence ◽  
Credibility Theory ◽  
Equation Modeling ◽  
Content Type ◽  
Moderating Role

PurposeSocial media (SoMe) influencer marketing is a popular practice. The current study examines the interplays between SoMe influencers' source credibility, Millennial users' attitudes and intention to travel. It further investigates the moderating role of SoMe influencer following behavior on the aforementioned relationships.Design/methodology/approachA total of 212 useable responses were collected through an online survey. Structural equation modeling and hierarchical multiple regressions were employed for hypotheses testing.FindingsResults indicated that source credibility had a significantly positive influence on the SoMe users' attitudes, which in turn was positively associated with the intention to visit the endorsed destination. Moreover, both relationships were strengthened for SoMe influencer followers than for nonfollowers.Originality/valueThe study expanded the source credibility theory to the use of SoMe influencer marketing on travel destinations among Millennial SoMe users. In addition, the research applied the self-determination theory to fill the gap in literature by examining the moderating role of SoMe influencer following behavior.

The Effect of Face Consciousness on Consumption of Counterfeit Luxury Goods

2014 ◽  
Vol 42 (6) ◽  
pp. 1007-1014 ◽  
Author(s):  
Yun-Qing Chen ◽  
Hong Zhu ◽  
Meng Le ◽  
Yi-Zhen Wu
Keyword(s):  
Purchase Intention ◽  
Laboratory Experiments ◽  
Positive Influence ◽  
Luxury Goods ◽  
Intention To Purchase ◽  
Luxury Item ◽  
Moderating Role ◽  
Chinese Undergraduates ◽  
Significant Positive Influence

We conducted 3 laboratory experiments to determine how face consciousness influences consumption of counterfeit luxury goods, along with the moderating roles of usage occasion and brand prominence. The participants in the first study were 138 Chinese undergraduates who were allocated to a 2 × 2 design to evaluate their intention to purchase a counterfeit luxury item that would be used either in public or in private. In Studies 2 and 3, using two 2 × 2 designs we evaluated the purchase intention of the participants (132 and 136, respectively) in order to investigate the moderating role of brand prominence. The results showed that participants' face consciousness had a significant positive influence on intention to purchase counterfeit luxury goods. In addition, the products' usage occasion and brand prominence positively moderated the influence that face consciousness had on counterfeit luxury item purchase intention of our participant groups.

Measuring Electronic Word of Mouth Review Adoption on Green Purchase Intention Using Source Credibility Theory

2016 ◽  
Vol 22 (12) ◽  
pp. 4283-4287 ◽  
Author(s):  
Roslin Abdul Rahim ◽  
Zuraidah Sulaiman ◽  
Thoo Ai Chin ◽  
Rohaizat Baharun ◽  
Farrah Merlinda Muharam
Keyword(s):  
Purchase Intention ◽  
Word Of Mouth ◽  
Source Credibility ◽  
Credibility Theory ◽  
Electronic Word Of Mouth ◽  
Source Credibility Theory

scholarly journals The Effect of Social Media Influencers Featured in Beauty Care Products Advertisements on Purchase Intention among UCSI University Students

2019 ◽  
Vol 21 (2) ◽  
pp. 103-116
Author(s):  
Jia Yi Chin
Keyword(s):  
Social Media ◽  
University Students ◽  
Liberal Arts ◽  
Purchase Intention ◽  
Source Credibility ◽  
Credibility Theory ◽  
Significant Difference ◽  
Source Credibility Theory ◽  
The Right ◽  
Beauty Care

This research studies the influence of social media influencers featured in beauty care products advertisements on the purchase intention among UCSI University’s students. By applying Ohanian’s (1990) Source Credibility Theory, it studies the credibility of social media influencers on their expertise, trustworthiness, and attractiveness, and how these factors can influence students’ perception towards social media influencers’ credibility and their purchase intention for beauty care products. Besides, the study also aims to find out whether there is a significant difference between different ethnicities and their perception of the credibility of social media influencers. Questionnaires for the quantitative survey was distributed to 234 students from the Faculty of Social Science and Liberal Arts. Findings show that there is a significant relationship between the credibility of social media influencers, including expertise, trustworthiness, and attractiveness, and the purchase intention for beauty care products among UCSI University students. However, it proves that there is no significant difference between different ethnicities and their perception of the credibility of social media influencers. This research could contribute significantly to the beauty care brand fields where marketers can leverage on the right social media influencers with the traits of expertise, trustworthiness and attractiveness to help them to promote the brand to their audience, and improve the sales.

E-WOM Review Adoption and Green Purchase Intention: The Application of Source Credibility Theory (SCT)

2015 ◽  
Vol 21 (6) ◽  
pp. 2150-2154
Author(s):  
Roslin Abdul Rahim ◽  
Zuraidah Sulaiman ◽  
Thoo Ai Chin ◽  
Norzaidahwati Zaidin ◽  
Norhayati Zakuan
Keyword(s):  
Purchase Intention ◽  
Source Credibility ◽  
Credibility Theory ◽  
Source Credibility Theory
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