scholarly journals Impact of Celebrity Endorsement on Consumers' Buying Behavior

2020 ◽  
Vol 2 (1) ◽  
pp. 1-9
Author(s):  
Imran Hussain
Keyword(s):  
University Students ◽  
Purchase Intention ◽  
Quantitative Research ◽  
Positive Impact ◽  
Purchase Intentions ◽  
Mediating Effect ◽  
Consumer Attitude ◽  
Celebrity Endorsement ◽  
Celebrity Endorsements ◽  
The Impact

The rapidly evolving market conditions and intense competition between the firms and marketers to adopt competitive strategies to promote their product to the right customer. Recent developments in consumer behavior and marketing studies emphasize various elements which impose an influencing impact on consumers and persuade them towards purchase intentions. This study explores the impact of celebrity endorsement and the mediating effect of consumer attitude on consumer purchase intention in a developing country. The study employed a quantitative research design for which a self-administrated structured research questionnaire was administered. the data were collected from 100 university students as respondents. The findings indicate that there is a strong influence of celebrity endorsements on university students. The celebrity endorser who possesses attributes such as likability, attractiveness, credibility, and personality has a positive influence on consumer’s purchase intentions. Moreover, celebrity endorsements create a positive impact on consumers attitudes towards endorsed brands and products which stimulate the purchase intention. This research provides some useful theoretical and practical implications for researchers and marketers on the use of celebrity endorsers.

INFLUENCE OF DIGITAL MEDIA MARKETING AND CELEBRITY ENDORSEMENT ON CONSUMER PURCHASE INTENTION

2021 ◽  
Vol 14 (8) ◽  
pp. 145-158
Author(s):  
Raj Kumar Singh ◽  
Bijay Prasad Kushwaha ◽  
Tushita Chadha ◽  
Vivek Anand Singh
Keyword(s):  
Digital Media ◽  
Purchase Intention ◽  
Sampling Technique ◽  
Purchase Intentions ◽  
Purchase Intent ◽  
Celebrity Endorsement ◽  
Celebrity Endorsements ◽  
Consumer Purchase Intention ◽  
Marketing Tool ◽  
The Impact

Digital media marketing and celebrity endorsement have a significant impact on consumer purchase intent. The digital media marketing tools give marketers a competitive advantage in influencing customers and driving purchase intent toward their offerings. The study aims to examine the effectiveness of digital media as well as the impact of celebrity endorsements on consumer purchase intentions. The purposive sampling technique was used to collect responses from 523 residents of the tri-city Chandigarh using a structured questionnaire. The findings advocate that celebrity endorsement is a substantial marketing tool for driving consumer purchase intention via digital media platforms. The indirect effect of celebrity endorsement on consumer purchase intention was also significant when digital marketing media was used as a meditating variable. The data analysis and validation of the conceptual framework were carried out using the PLS-SEM. The study's implications are discussed.

Impact of Celebrity Endorsement on Consumer Buying Behaviour in the State of Goa

2017 ◽  
Vol 7 (1) ◽  
pp. 45-58 ◽  
Author(s):  
Karuna Krishna Gauns ◽  
Subhash Kizhakanveatil Bhaskaran Pillai ◽  
Kaustubh Kamat ◽  
Ruey Feng Chen ◽  
Ling-Chen Chang
Keyword(s):  
Purchase Intention ◽  
Response Rate ◽  
Purchase Intentions ◽  
Logit Analysis ◽  
Celebrity Endorsement ◽  
Celebrity Endorsements ◽  
Demographic Profiles ◽  
Buying Behaviour ◽  
The Impact ◽  
Structured Questionnaire

Celebrities have been involved in endorsing various activities since the eighteenth century. This article focuses on five aspects: to examine the present status of literature available on the effect of celebrity endorsement on consumer buying behaviour; to identify whether there is any association between the three groups of consumers (supporters/neutral/opposers of celebrity endorsement); applying multi-logit analysis to identify the probability of a consumer in becoming a supporter/neutral/opposer of the celebrity endorsement based on demographic profiles of consumers; to examine the celebrity attributes likely to influence consumer purchase intentions; and, finally, to examine the perception of the Goan consumers about celebrity endorsements. Literature review revealed that no major studies have been carried out on the impact of celebrity endorsement on Goan consumers’ buying behaviour. Hence, a survey using structured questionnaire was administered among 200 consumers during June 2015 to April 2016, with a response rate of 86 per cent (received responses were 171). It was found that a significant association exists between celebrity supporters/neutral/opposers with respect to age, gender, occupation and income level, except in case of education and location. Consumers also find celebrity endorsements more attractive and influential as compared to non-celebrity endorsements. Moreover, the tested attributes show positive relationship with purchase intention, except in case of expertise and trustworthiness of celebrity. In general, it can be concluded that celebrity attributes do impact the purchase intention of consumers.

Examining the Impact of Celebrity Endorsement on Student's Purchase Intention of Smartphone

2021 ◽  
Vol 7 (2) ◽  
pp. 241
Author(s):  
Zarith Delaila Abd Aziz ◽  
Zarith Thuraya Abd Aziz
Keyword(s):  
University Students ◽  
Purchase Intention ◽  
Quantitative Method ◽  
Marketing Tactics ◽  
Celebrity Endorsement ◽  
Celebrity Endorsements ◽  
The Impact ◽  
It Success

Consumers in Malaysia have witnessed the use of  smartphone expand dramatically and companies hire celebrity as their brand endorser to promote the smartphones. Substantial dollars has been spent on celebrity endorsement as marketing tactics. Hence, it is importance to understand it success. The objectives of this study is to examine the extent at which university students have been impacted by celebrity endorsements on their purchase intention of smartphones. Quantitative method and survey were used to captured 119 data from respondents. The results revealed that celebrity attractiveness has the greatest impact on the purchase intention of smartphones meanwhile celebrity trustworthiness shows the lowest impact on students. The results of this study provides an exclusive viewpoint concerning students’ purchase intention on smartphones and assists marketing practitioners to better understand the use of celebrity endorsement.

The Impact of Social Network Marketing on University Students' Purchase Intention and How It Is Affected of Consumer Engagement

2020 ◽  
Vol 6 (2) ◽  
pp. 87-91
Author(s):  
Hartiwi Prabowo ◽  
Rini Kurnia Sari ◽  
Stephanie Bangapadang
Keyword(s):  
Social Network ◽  
Data Collection ◽  
University Students ◽  
Purchase Intention ◽  
Research Method ◽  
Quantitative Research ◽  
Consumer Engagement ◽  
Network Marketing ◽  
Consumer Purchase Intention ◽  
The Impact

The research conducted is to know the impact of social network marketing on consumer purchase intention and consumers who become research are active students at private universities in Jakarta, and how social network marketing also affect consumer engagement (as moderate variable). The research method used in this research is quantitative research method. A method of data collection used in this research is a questionnaire distributed to 119 university students. The results of this study showed that social network marketing has a strong and significant impact oncustomer engagement, customer engagementhas a strong and significant impact on consumer purchase intention, social network marketing has a strong and significant impact consumer purchase intention, and also there is a significant impact from social network marketing on consumer purchase intention through consumer engagement.

scholarly journals Exploring the Factors Affecting the Purchase Likelihood of e-Tailer Private Labels.

2021 ◽  
Author(s):  
Yeswanth Yerrabapu
Keyword(s):  
Purchase Intention ◽  
Positive Impact ◽  
Purchase Intentions ◽  
Private Labels ◽  
Factors Affecting ◽  
Consumer Ratings ◽  
Product Manufacturing ◽  
Online Consumer ◽  
Purchase Likelihood ◽  
The Impact

<p><b>In today’s extremely competitive retail marketplace environment, developing and managing profitable private label offerings has become significant for most retailing companies. The purpose of this paper is to understand the influence of e-tailer reputation, product manufacturing country favourability, and online consumer rating on the purchase likelihood of e-tailer private labels. We find that product online consumer ratings positively impact the purchase intention of the private labels. E-tailer reputation has shown a positive impact on the future purchase intentions whereas, country favourability’s effect is found at the time of actual purchase of e-tailer private labels. Being the first research to study the impact of country favourability, e-tailer reputation on e-tailer private labels, this paper offers some insights to the e-tailers. </b></p>

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.

scholarly journals INTERPLAY OF THE DRIVERS AND DETERRENTS OF LEISURE COUNTERFEIT PURCHASE INTENTIONS

2015 ◽  
Vol 17 (6) ◽  
pp. 916-929 ◽  
Author(s):  
Mateja KOS KOKLIC ◽  
Irena VIDA
Keyword(s):  
Purchase Intention ◽  
Mail Survey ◽  
Moral Intensity ◽  
Structural Equations ◽  
Purchase Intentions ◽  
Consumer Attitude ◽  
Performance Risk ◽  
Theoretical Perspectives ◽  
Salient Factor ◽  
The Impact

Drawing on complementary theoretical perspectives, in this study we empirically investigate the drivers and deterrents underlying the formation of attitudes to leisure counterfeits and purchase intentions, and examine rationalization as a moderator of the attitude-intention relationship. The research model is examined via mail survey data of adult consumers using structural equations modelling. The findings indicate that perceived benefits and moral intensity significantly influence attitudes, while the impact of performance risk is negligible. The attitude and moral intensity significantly predict the purchase intention. Our analyses confirm rationalization as a salient factor moderating the relationship between attitude and behavioral intention. Based on this pattern of results, we discuss study implications in three areas: the perception of positive consequences for oneself, the perception of consequences for others, and the use of previously rarely examined consumer justifications. The finding that performance risk is not significant in affecting consumer attitude calls into question various appeals featuring adverse effects of buying counterfeits for an individual.

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

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.  

scholarly journals The Impact of Young Celebrity Endorsements in Social Media Advertisements and Brand Image Towards the Purchase Intention of Young Consumers

2019 ◽  
Vol 10 (5) ◽  
pp. 54
Author(s):  
Arman Hj Ahmad ◽  
Izian Idris ◽  
Cordelia Mason ◽  
Shenn Kuan Chow
Keyword(s):  
Social Media ◽  
Physical Attractiveness ◽  
Purchase Intention ◽  
Brand Image ◽  
Sampling Technique ◽  
Celebrity Endorsement ◽  
Celebrity Endorsements ◽  
Young Consumers ◽  
The Impact ◽  
Celebrity Endorsers

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.

scholarly journals Attitude towards Green Consumption among College and University Students in Bahawalpur Pakistan

2019 ◽  
Vol 1 (1) ◽  
pp. 15-28
Author(s):  
Asma Fazal
Keyword(s):  
Purchase Intention ◽  
Positive Impact ◽  
Strong Relationship ◽  
Purchase Behavior ◽  
Consumer Attitude ◽  
Daily Lives ◽  
Green Consumption ◽  
College And University ◽  
Goods And Services ◽  
The Impact

Green consumption is using goods and services to fulfill needs, adopting a better lifestyle while decreasing the consumption of natural assets, unhealthy material and outflow of waste and impurities in daily lives to save the environment for future generations. The main objective was to identify the impact of Green Attitude on green purchase intention and green purchase behavior along with sub variables. The study was conducted in the area of South Punjab, Pakistan in which the students were taken as consumers to find out if the consumer attitude has any impact on green purchase intention and green purchase behavior. The population of the study was students enrolled in colleges and universities of South Punjab Pakistan which includes the levels of study intermediate, graduation, masters, MPhil and PhD with the sample of 250. SPSS software was used to interpret the collecting data to draw results. This study has limited data, limited time, limited and limited sources, limited population, due to which results of this study may not be generalizable to other population or place. The conclusion of the study was that there is a positive impact of Attitude on Green Purchase Intention and Green Purchase Intention and there is positive and slightly strong relationship between the independent and dependent variables.

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