Internet Celebrities’ Impact on Luxury Fashion Impulse Buying

Abstract

This study investigates how the endorsements of Internet celebrities (ICs) may drive consumer trust in their marketing campaigns, and subsequently affect impulse buying in relation to luxury fashion brands. Drawing on the framework of persuasion with a particular emphasis on the role of receivers, this study identifies five main characteristics, namely, the popularity of ICs, identification, IC adoration, social distance, and the perceived fit that may contribute to promoting impulse buying. A survey was conducted with 585 followers of IC in China. The findings reveal that trust is an essential factor that affects impulse buying. Identification and perceived fit both significantly contribute to increasing impulse buying through trust. Alternatively, large social distance may impair the relationship between trust and impulse buying. We conclude with implications for marketers that luxury fashion brands should seek cooperation not only with the most popular, but also with the most relevant ICs. An IC with a humble and relatable image can earn consumers’ trust and lead to an enhanced endorsement effect.

A Study on the Influencing Factors of Consumers' Purchase Intention During Livestreaming e-Commerce: The Mediating Effect of Emotion

“…In terms of online celebrities, previous research has mostly focused on the definition (Khamis et al, 2017 ), the characteristics (Chen et al, 2021 ), the identification (Li and Du, 2011 ), and the Influence of opinion leaders in the field of consumer behavior (Kim and Kim, 2021 ). Furthermore, a recent opinion leadership study focuses on their characteristics' influence in social commerce (Chen et al, 2021 ).…”

“…The five main characteristics of Internet celebrities that promote impulse buying are popularity, recognition, homogeneity, social distance, and perceived fit (Li and Du, 2011 ; Chen et al, 2021 ), respectively. According to Amazon platform research and analysis, the more famous people are, the more likely they are to have an impact on consumers, resulting in an increase in product sales (Chevalier and Mayzlin, 2006 ).…”

“…Consumers' purchase intentions can be influenced by popularity by increasing their emotional trust in anchors (Huffaker, 2010 ; Edwards et al, 2013 ). Emotional trust can alleviate hesitancy and expedite the purchasing decision-making process (Chen et al, 2021 ). Furthermore, the greater the influencer's popularity, the more consumers believe that the products recommended by the influencer have perceived emotional value, resulting in increased purchase intent (Chen et al, 2021 ).…”

“…Emotional trust can alleviate hesitancy and expedite the purchasing decision-making process (Chen et al, 2021 ). Furthermore, the greater the influencer's popularity, the more consumers believe that the products recommended by the influencer have perceived emotional value, resulting in increased purchase intent (Chen et al, 2021 ). In terms of social media, Kowalczyk and Pounders ( 2016 ) reported a positive and significant impact of emotional trust and emotional value to the popularity of traditional celebrities on the likelihood of brand purchase.…”

“…The frequency of live broadcasts, the duration of the live broadcasts, and the viewers' memories (i.e., recall of these exchanges and experiences) reinforce these emotional trust and emotional value. Hence, homogeneity can stimulate consumers' purchase intention through increasing their emotional trust and perceived emotional value (López et al, 2017 ; Chen et al, 2021 ). As a result, hypotheses 1 and 2 are proposed:…”