Native social media posts on Weibo: The effects of sponsorship disclosure, endorser type, and brand credibility on consumer responses

The objective of this study is to examine how online social media influencers and traditional celebrity endorsers influence advertising effectiveness across different media platforms (online versus TV) in an emerging market. Primary data were obtained from 430 Turkish consumers to examine the role of source credibility, ad attitudes, recall, and purchase intentions for influencer and celebrity endorsed products in different media. Structural equation modeling along with MANOVA were utilized to test conceptualized relationships. Study findings confirm that source credibility has positive direct effects on attitude, recall, and purchase intentions. Additionally, the type of endorser and the advertising medium, as well as their interactions, significantly affect ad effectiveness. Celebrity ads were found to be more effective than influencer ads in traditional media; however, no significant differences were observed between the two on social media. Therefore, prioritizing celebrity ads may be more effective for influencing consumer behavior across both social media and traditional media channels, such as TV. While the effectiveness of influencer and celebrity endorsements has been extensively studied in developed countries, research on their impact in emerging markets remains relatively limited. This paper seeks to advance both theoretical and practical understanding of how endorser–media congruence influences consumers’ purchase intentions in these contexts.

This study aims to test whether the effectiveness of celebrity endorsers, brand credibility, brand attitude is a factor in purchase intention, brand credibility is a mediation for brand attitude and brand credibility and brand attitude is a mediation. A total of 314 who knew Make Over Cosmetics and celebrity endorser Tasya Farasya were sampled to be tested by distributing online questionnaires with hypothesis testing using WarpPLS. The result, celebrity endorser has a significant impact on purchase intention, celebrity endorser has a significant impact on brand credibility, brand credibility has a significant impact on brand attitude, brand credibility has a significant impact on purchase intention, brand attitude has a significant impact on purchase intention and brand credibility and brand attitude have succeeded in becoming mediating variable.

This study aims to determine the effect of celebrity endorser on purchase intentions with variables brand crediility as mediators. The sample used in this study is 125 respondents who are people have watched Yamaha Nmax ads in Banda Aceh. Purposive Sampling is used as a sampling technique. Partial Least Square analysis method is used as an analytical method to determine the effect of the variables involved. The results of this study indicate that Celebrity Endorser effect on Purchase Intention. Celebrity Endorser affects brand credibility. In addition, the results obtained that the brand credibility variable acts as a full mediation on the celebrity endorser variable to purchase Intention. And brand credibilty effect on purcahase intention. The higher the effect of perceived celebrity endorser, the higher the brand credibility of Yamaha Nmax product, the stronger the purchase intention is owned by the consumer. Keyword: Celebrity Endorser, Brand Credibility, Purchase Intention, Yamaha Nmax.

In their marketing efforts, companies increasingly abandon traditional celebrity endorsers in favor of social media influencers, such as vloggers and Instafamous personalities. The effectiveness of using influencer endorsements as compared to traditional celebrity endorsements is not well understood. Therefore, the present research investigated the impact of celebrity vs. influencer endorsements on advertising effectiveness (attitudes toward the advertisement and product, and purchase intention), moderated by product-endorser fit. Moreover, this research investigated two potential mediators underlying this relationship: identification (perceived similarity and wishful identification) and credibility (trustworthiness and expertise). Two experiments (N = 131, N = 446) investigated celebrity vs. influencer endorsers with good vs. poor fit with a beauty and a fitness product (Study 1), or a food and a fashion product (Study 2). Overall, our results showed that participants identify more with influencers than celebrities, feel more similar to influencers than celebrities, and trust influencers more than celebrities. In terms of advertising effectiveness, similarity, wishful identification, and trust mediate the relationship between type of endorser and advertising effectiveness. Product-endorser did not explain the relationship between type of endorser and any of the mediating and dependent variables. In all, our results show the added value of using influencer endorsers over celebrity endorsers and the importance of similarity, identification and trust in this process.

In their marketing efforts, companies increasingly abandon traditional celebrity endorsers in favor of social media influencers, such as vloggers and Instafamous personalities. The effectiveness of using influencer endorsements as compared to traditional celebrity endorsements is not well understood. Therefore, the present research investigated the impact of celebrity vs. influencer endorsements on advertising effectiveness (attitudes toward the advertisement and product, and purchase intention), moderated by product-endorser fit. Moreover, this research investigated two potential mediators underlying this relationship: identification (perceived similarity and wishful identification) and credibility (trustworthiness and expertise). Two experiments (N = 131, N = 446) investigated celebrity vs. influencer endorsers with good vs. poor fit with a beauty and a fitness product (Study 1), or a food and a fashion product (Study 2). Overall, our results showed that participants identify more with influencers than celebrities, feel more similar to influencers than celebrities, and trust influencers more than celebrities. In terms of advertising effectiveness, similarity, wishful identification, and trust mediate the relationship between type of endorser and advertising effectiveness. Product-endorser did not explain the relationship between type of endorser and any of the mediating and dependent variables. In all, our results show the added value of using influencer endorsers over celebrity endorsers and the importance of similarity, identification and trust in this process.

PurposeAs the superiority of sports celebrities' endorsements has been questioned, the purpose of this study is to identify various types of endorsers' direct and indirect effects on consumers' purchase intentions.Design/methodology/approachEmpirical data were collected from 240 useful responses to an online experiment, and research hypotheses were tested using (moderated) serial mediation analyses.FindingsThe study's findings indicate that an endorser has a positive influence on consumers' purchase intentions through their perceptions of the advertisement and the endorsed brand. A moderated serial mediation analysis finds differences in the four types of endorsers analyzed. A sports celebrity is the most effective type of endorser in increasing consumers' purchase intentions, whereas endorsements by company managers and peer consumers, while also positive, are less effective in influencing advertising outcomes. An expert's endorsement is comparable to that of a manager but not significant.Research limitations/implicationsThe generalizability of the study's findings is limited because of a restricted data sample, the use of fictitious endorsers and the limited number of product categories and brands analyzed.Originality/valueThe study systematically analyzes the behavioral influence of four types of endorsers on consumers' purchase intentions, mediated by their perceptions of the advertisements and the endorsed brand. The results of this analysis extend the current state of endorsement research, indicating that endorsements should be integrated into companies' marketing strategies and provide marketing professionals practical guidance on which type of endorser is most effective in influencing advertising outcomes.

Participating students were randomly assigned to one of three conditions (single product endorsement, multiple product endorsement, and multiple celebrity endorsement). This study was designed to measure the effects of respective types of celebrity endorsement. This initial attempt to compare the effects of celebrity endorsement could be conducive in understanding current phenomenon of celebrity endorsement campaigns. This study found that multiple product endorsements increased higher level of attitude toward ad, attitude toward brand, and purchase intention than a single celebrity (product) endorsement while a single celebrity (product) endorsement increased higher level of attitude toward ad, attitude toward brand, and purchase intention than multiple celebrity endorsements. However, the finding of this study had a conflicting result.

Social media which initially only functioned as a medium to expand friendships and share one's daily activities, is now starting to turn into a platform used by many companies to share information and carry out marketing activities. One of the marketing strategies carried out by the company through social media is to use the services of an endorser to promote its products through the endorser's personal social media account. There are three types of endorsers studied in this study, namely celebrity endorsers, influencer endorsers, and online customer reviewers, each of which has its own advantages. Therefore, the purpose of this study is to analyze the difference or comparison of the influence of the credibility of the three types of endorsers above on consumer buying interest in the same product. The products used in this study are skincare products. This research was conducted using purposive sampling method by distributing questionnaires to 100 respondents for each type of questionnaire based on different types of endorsers so that a total of 300 respondents were obtained. The collected data was then processed using PLS-SEM as a whole and PLS-MGA to test the effect of moderation. The results obtained in this study are that an influencer endorser has the highest moderating effect among other types of endorsers on the relationship between endorser's credibility towards attitude toward the ad and attitude toward the brand. Meanwhile, the differences between these three types of endorsers do not have a moderating effect on the relationship between endorser's credibility, attitude toward the ad, and attitude toward the brand towards purchase intention.

This study aims to analyze the effect of using two types of endorsers, namely celebrities and expert endorsers, on consumer purchase intentions between halal fashion products. The method used in this study is PLS-SEM for model evaluation. This study analyzes the effect of using two types of endorsers, namely celebrities and expert endorsers, on consumers' purchase intentions between halal fashion products. The method used in this study is PLS-SEM for model evaluation. This study gave respondents a full-color print advertisement containing a photo of artist April Jasmine as a celebrity endorser and expert fashion designer Hannie Hananto as an expert endorser. We use celebrity and expert endorsers as independent variables and consumer purchase intention in halal mode as the dependent variable. The result showed that celebrity endorsers positively influence consumer purchase intention in halal fashion products. Meanwhile, expert endorser does not affect consumer purchase intention on halal fashion products. The results of this study reveal that celebrity endorsers positively affect consumers' purchase intentions for halal fashion products. However, marketers must pay attention to the suitability of selecting the type and attributes of the endorser with the product they support. The goal is that the marketing costs incurred by the company in the endorser use strategy are more effective and follow marketing objectives.

The growth of Instagram continues, with the majority of its users being millennial consumers who share all aspects of their life on social media. One of the most popular advertising strategies is using celebrity endorsers. The purpose of this study is to investigate the role of brand attitude and brand credibility as a mediator of the celebrity endorsement to purchase intention. This study can be categorized as explanatory research and the sampling technique used in this research is purposive sampling. The result of this study showed that celebrity endorsement would not directly affect purchase intention, though celebrity endorsement can enhance brand attitude and brand credibility which in turn increase purchase intention.This study only focused on apparel products. Thus future research may consider using another type of product. Further, future research is expected to use another social media other than Instagram and to consider using another variable as the mediator.

Purpose: The effectiveness of celebrity endorsement in advertising continues to be a subject of ongoing debate. This study aims to analyse the impact of celebrity endorsement on customers' purchase intentions in Nepal, with particular emphasis on the mediating roles of brand credibility and consumer attitude. Methods: This study used an explanatory research approach. Convenience sampling is employed for the study using the non-probability sampling technique. Data were collected from 401 respondents using structured questions administered through the KOBO toolbox. Subsequently, the collected data were analysed employing Excel and SmartPLS 4.0. Findings: Trustworthiness and Expertise of celebrities significantly influence purchase intentions. This effect is mediated by both brand credibility and customer attitudes. Although celebrity attractiveness also boosts purchase intentions via customer attitudes, it does not have a similar impact when mediated by brand credibility alone. Key challenges include mismatches between the celebrity's image and the product and the dilution of trust due to celebrity overexposure. These can be addressed by selecting celebrities who authentically use the product and aligning the product with celebrities whose images fit the intended market. Conclusion: Celebrity trustworthiness and expertise significantly impact consumer purchase intentions, with brand credibility and customer attitudes acting as mediators. While celebrity attractiveness can boost intentions through customer attitudes, its effect is weaker when mediated solely by brand credibility. Brands should select celebrities whose image aligns with the product and target market, avoiding overexposure or mismatched associations to maintain trust and credibility. Keywords: Celebrity Endorsement, Customer Purchase Intention, Brand Credibility, Attitude, PLS-SEM, Trustworthiness, Expertise, Attractiveness, Nepal

By taking into account the function of brand attitude, brand credibility, and brand image as intervening variables, this study seeks to assess the impact of celebrity endorsement on repurchase intention of SOMETHINC products. A common marketing tactic for influencing consumer views and behavior toward specific products is celebrity endorsement. This study employs a survey methodology, collecting information from participants using questionnaires that are given to those who are familiar with SOMETHINC goods and have interacted with relevant celebrity endorsements. Utilizing statistical analysis techniques like multiple linear regression and path analysis, hypotheses are tested. The findings demonstrated that brand attitude, brand credibility, and brand image are significantly influenced by celebrity endorsement. In this situation, brand attitude has been shown to mediate between celebrity endorsement and intention to repurchase. A similar association between celebrity endorsement and repurchase intention is mediated by brand credibility and brand image. These results demonstrate that celebrity endorsements can positively affect consumers' perceptions of SOMETHINC products by enhancing brand attitude, brand credibility, and brand image. These factors in turn influence consumers' desire to repurchase the product. In order to maximize the efficacy of this marketing strategy, businesses should carefully evaluate the choice and management of celebrity endorsements as well as the development of positive brand attitudes, brand credibility, and brand image.

Online travel agencies (OTAs) in Indonesia, such as Traveloka, spend annually to endorse their brands through celebrities on TikTok to influence consumer perceptions of credibility and purchase intentions. This research explores the impact of celebrity endorsers’ expertise, trustworthiness, and attractiveness on brand attitude, brand credibility, and purchase intention within the context of online travel agencies (OTA). Recognizing the significance of celebrity endorsement for enhancing the purchasing behavior of consumers towards OTA brands, the findings of this study have important implications for how OTA companies can strategically adopt celebrity endorsement to sustain their customers' intention to purchase travel-related services. The study employs Partial Least Method-Structural Equation Modeling and includes 244 respondents, and data analysis was conducted using SEM analysis with WarpPLS 7.0 software. The results indicate a significant positive effect of celebrity endorser credibility on purchase intention through brand attitude and credibility. By using credible celebrities as endorsers, OTA companies, such as Traveloka in Indonesia, have been successful in influencing consumers' brand perception and building brand credibility, which in turn positively affects their purchase intention. The research findings highlight the importance of brand attitude as the most significant factor that impacts consumers' intention to purchase. Consequently, the study provides valuable insights for OTA companies, emphasizing the necessity of employing credible endorsers to build brand credibility and positively influence consumers' attitudes and purchase intention. Keywords— Brand attitude; Brand Credibility; Endorser Credibility; Purchase Intention; Online Travel Agencies

In an investigation of social media ad endorsers’ successful effects, this study examines congruity effects between endorser type (celebrity vs. social media influencer [SMI]), message appeal (soft sell vs. hard sell), and brand characteristics (familiar vs. unfamiliar). To that end, an experiment was conducted with 351 participants, and the results indicated match-up effects between SMI and hard-sell appeal in brand attitude and purchase intention. Also, an SMI is a better match with familiar brands than a celebrity endorser in terms of purchase intention. Furthermore, a significant three-way interaction effect was found so that the congruity effects between endorser type and message appeal on brand attitude are more pronounced with familiar brands than with unfamiliar brands. As expected, endorser characteristics play a mediating role between endorser type and advertising effectiveness. Furthermore, theoretical and managerial implications are discussed.

This paper investigates if celebrity endorsement offsets the negative effect low prices have on quality perceptions. This research highlights the interactive effect between celebrity endorsement and pricing on purchases (Study 1) and shows that celebrity endorsers’ level of expertise improves perceptions of low-priced offerings and increase purchases. Study 2 finds the mediated effect of price on purchase intentions via quality perceptions is moderated by endorser type such that a celebrity improves the quality perceptions of low-priced products. Study 3 shows price-quality perceptions mediate the effect of price on purchase intentions. Results suggest celebrity endorsements are effective in promoting low-priced offerings.