Social Media, Celebrity Endorsers and Effect on Purchasing Intentions of Young Adults

Davis, Kaitlin M.

doi:10.33915/etd.7319

Cited by 2 publications

(3 citation statements)

References 40 publications

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“…As a result, online celebrities with expertise and skills are more l ikely than those with less expertise to persuade consumers (Gauns, Pillai, Kamat, Chen, & Chang, 2018). Furthermore, online celebrities' product expertise is regarded as a skill as is the efficacy stated in advertisements (Davis, 2017). Accord ing to Li and Cai (2019), the level of expertise of online celebrities will determine their effectiveness.…”

Section: Expertisementioning

confidence: 99%

The relationship of social media celebrities’ attributes and online consumer behaviour towards Malaysian purchase intention

Hoo,

Ramli,

Pung

et al. 2024

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The goal of this study is to investigate the impact that online celebrities had and still have on Malaysian customers' intents and purchasing behaviours. The use and gratification theory, the source credibility model and the source attractiveness model are the three theoretical frameworks that form the foundation of this study. These models provide the foundation for this research. 384 respondents who are older than 18 and use social media provided answers to the questionnaire which takes the form of an online survey. SPSS software (Statistical Package for the Social Sciences) was used for the data analysis and regression analysis was chosen as the method to use in order to establish the significance of hypotheses based on the data collected in order to determine whether or not the data collected supported the hypotheses. This study found that in order for social media celebrities to successfully influence consumers' intentions to make a purchase through the internet, they need to demonstrate that they are reliable, appealing and knowledgeable. In the context of Malaysia, these are the characteristics that are particularly important in determining whether or not a customer will make a purchase over the internet.

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Section: Expertisementioning

confidence: 99%

The relationship of social media celebrities’ attributes and online consumer behaviour towards Malaysian purchase intention

Hoo,

Ramli,

Pung

et al. 2024

View full text Add to dashboard Cite

show abstract

“…Therefore, a celebrity with greater credibility may have a positive effect on consumers' perceptions of the marketed brand. Previous studies have demonstrated that the use of celebrities in advertisements increases consumer interest (Apejoye, 2013;Davis, 2017;Johansson and Bozan, 2017). One of the main reasons for using celebrity endorsements is that celebrities add credibility to advertising and enhance consumer awareness (Belanche et al, 2020).…”

Section: Hypotheses Developmentmentioning

confidence: 99%

“…To help managers and marketers better understand which source credibility aspects were important for influencer endorsements, the last research question, RQ3, was created. Several writers (Apejoye, 2013: Davis, 2017 indicated that using a celebrity with a better reputation has a considerable beneficial impact on consumers' purchasing intentions. The study underlined correlation matrices determining that there was a strong correlation between seven of the nine hypotheses and the purchase intentions of female consumers.…”

Section: Key Findingsmentioning

confidence: 99%

The effect of online customer reviews and celebrity endorsement on young female consumers’ purchase intentions

Macheka,

Quaye,

Ligaraba

2023

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Purpose Young consumers are increasingly using online reviews and celebrity influence to make purchase decisions. The purpose of this study is to ascertain the influence of online customer reviews, celebrity influencer’s attractiveness, celebrity influencer’s credibility on female millennials’ purchase intention of beauty products. Design/methodology/approach To validate the research questions and hypotheses, data were obtained from young female consumers using an electronic self-administered survey questionnaire that was close ended. A total of 203 valid responses were obtained from which data were analysed by making use of structural equation modelling Mplus and the Statistical Package for the Social Sciences version 28. Findings The obtained results showed that the seven hypotheses of the study were positive. However, two hypotheses were negative, namely, celebrity influencer attractiveness did not have a significant influence on the attitude of consumers; and brand loyalty was not significantly correlating with young female consumers’ purchase intention of beauty products. Practical implications Given that millennials are known to be active users of social media and often consult online peer product reviews, marketers and practitioners of beauty industry should improve the effectiveness and usability of beauty influencers and online reviews to attract female millennial consumers. Originality/value This research contributes to understanding young female consumers’ attitudes towards purchasing beauty products, especially the combined influence of group influence (online reviews) and media influence (celebrity beauty influencers) on such attitudes.

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Social Media, Celebrity Endorsers and Effect on Purchasing Intentions of Young Adults

Abstract: In the unlikely event that the author did not send a complete manuscript and there are missing pages, these will be noted. Also, if material had to be removed, a note will indicate the deletion.

Cited by 2 publications

References 40 publications

The relationship of social media celebrities’ attributes and online consumer behaviour towards Malaysian purchase intention

The relationship of social media celebrities’ attributes and online consumer behaviour towards Malaysian purchase intention

The effect of online customer reviews and celebrity endorsement on young female consumers’ purchase intentions

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