Exploring the Impact of Celebrity Endorsements on The Attitudes And Purchasing Intention in Instagram

Ragil Asma Saputra,Dadang Sukandar,Budi Suharjo

doi:10.17358/ijbe.5.2.107

Abstract

The use of celebrities as endorser for companies is becoming a popular way for endorsement. This study aims to identify any differences on the impact of celebrity’s credibility on attitudes towards endorsement (AAD), brand (AB) and purchase intention (PI) in single and multiple celebrity endorsement formats. Questionnaires were administered on a sample of 79 respondents. The data were analyzed using proportion test and Structural Equation Modeling analysis. The results suggest there were no significant differences in consumer perceptions and attitudes in single and multiple celebrity endorsements. Credible celebrities were proven to have direct effects on positive attitude towards endorsements and purchase intention, but the impacts were inconsistent in influcencing the attitude towards brands. Keywords: celebrity credibility, celebrity endorsement, consumer attitudes, purchase intention

Highlights

Social media as one of the marketing tools is developing rapidly nowadays
This study aims to identify any differences on the impact of celebrity’s credibility on attitudes towards endorsement (AAD), brand (AB) and purchase intention (PI) in single and multiple celebrity endorsement formats
This result is in line with the research conducted by Pughazhendi and Ravindran (2012) which stated that there were no significant differences in consumer attitudes both for advertisements featuring only one celebrity and some celebrities when evaluating products that belong to the high involvement category such as cosmetics

Summary

Introduction

Social media as one of the marketing tools is developing rapidly nowadays. Marketing through social media is a two-way communication between producers and consumers. The focus of marketing through this digital channel is to be able to connect with consumers, develop businesses, and create strong brands in the market. There are several social media that are used by marketing agents today, including Facebook, Instagram, Twitter, online blogs, and others. One of the most widely used social media platforms is Instagram (Raice and Spencer, 2012). Besides being used for social purposes, Instagram has features for business people to start pioneering or developing a business

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