The role of perceived religiosity in strengthening celebrity endorser’s credibility dimensions

Abstract

This present study investigates the moderating effect of celebrity endorsers' perceived religiosity in the relationship between dimensions in source credibility theory and consumers' purchase intention. A self-administered survey was conducted using mock-up stimuli to 505 respondents in major universities located in Jakarta, Indonesia. Subsequently, exploratory and confirmatory factor analysis was employed, followed by regression analysis using AMOS 24.0 to test the hypotheses. The results revealed that endorsers' perceived religiosity significantly strengthened the influences of trustworthiness and attractiveness dimensions toward consumers' purchase intention. Conversely, perceived religiosity did not significantly strengthen the effect of expertise on consumers' purchase intention. Theoretically, this present study fulfills the knowledge gap of the influence of perceived religiosity construct on the relationship between source credibility dimensions and consumers' purchase intention. While practically, this present study provides suggestions for marketers to involve the celebrity's perceived religiosity dimensions to increase their endorsement campaigns' credibility and effectiveness.

The Antecedents and Consequences Pertaining to the Intention to Engage in Philanthropic Activities

“…In support of the present study, Rizal Algamar, the Chair of Indonesian Philanthropy, has asserted that the primary determinants of individuals' financial contributions are environmental and religious factors. This assertion aligns with previous investigations conducted by Borges et al (2021), Chetioui et al (2022), Kortt et al (2013), Oxley (2022), Silalahi et al (2021), andXie et al (2020). Specifically, there exist individuals who display fervent enthusiasm towards the institutional affiliations of contributors in order to facilitate fundraising activities.…”

“…According to Sanjaya et al (2022), the persuasiveness of information delivery is positively correlated with the credibility of the source. 12 According to Silalahi et al (2021), individuals are more likely to place trust in and respond positively to communications conveyed by professionals within their respective fields. The credibility of an individual plays a significant role in influencing the audience to make decisions or take actions aligned with the communicated message (Chan & Misra, 1990;Sanjaya et al, 2022;Silalahi et al, 2021;Steensma, 2015).…”

Effect of Social Media Influencers on Generation Y Purchase Intention: Evidence From Men’s Skincare Products In Malaysia

“…Marketers increasingly embrace celebrities to advertise their company's goods, services, or brands. Given the current circumstances, it has become more challenging for companies to differentiate their brands based on rational characteristics in competitive marketplaces (Silalahi et al, 2021). According to Hovland and Weiss (1951), expertise refers to the level of perceived comprehension, abilities, and information provided by endorsers, affecting their conviction level in persuading customers to purchase the recommended items.…”

Go vegan! digital influence and social media use in the purchase intention of vegan products in the cosmetics industry

“…Source credibility theory arising from advertising, more specifically from celebrity endorsements literature, which has been studied in broadcasting, marketing, and advertising since the 1960s (Todd and Melancon 2017) and received contributions from theories of communication, psychology, sociology, and marketing (Halder et al 2021). The basic assumption of this theory is that people are more likely to be persuaded when the message source is credible (Silalahi et al 2021). Source credibility can be understood as the sum of positive characteristics that can affect the reception by the receiver (in this case, the consumer) of the transmitted message (Ohanian 1990).…”

“…Consumers are more likely to be influenced when they want to identify with the source, and the nicer the source is, the more consumers will identify with it. Therefore, the more attractive the source, the more persuasive it will be (Silalahi et al 2021). The source attractiveness of digital influencers is also related to their ability to demonstrate empathy and benevolence (Baudier et al 2023).…”