Study on the Factors Influencing the Purchase Intention of Celebrity Endorsements

Abstract

In tandem with market evolution, advertising strategies within enterprises are progressively gaining ubiquity, and the phenomenon of celebrity product representation is becoming increasingly pervasive. Instances of celebrities endorsing products are commonplace in daily life, with around 50% of the top 100 global brands adopting endorsement strategies. In the contemporary era, under the influence of the “fan economy”, the distinct characteristics of renowned endorsers and their fan base exert a direct influence on consumers, particularly within the general consumer demographic’s proclivity towards products endorsed by celebrities.This research employed the SPSS tool to empirically validate hypotheses, probing into the multifaceted impact of various factors associated with renowned endorsers on the purchase intentions of consumer groups within the backdrop of the “fan economy”. Commencing with three dimensions of celebrity endorser allure, expertise, and reliability, and three dimensions involving consumer congruence with renowned products, familiarity, and peer opinions, this study meticulously constructed a comprehensive relationship model delineating the nexus between celebrity endorsements and consumer purchase intentions. The research endeavors to deepen insights into the market strategies entwined with celebrity-endorsed products. From the vantage point of the seller, it furnishes nuanced recommendations tailored to brands, aspiring to equip enterprises with effective means to leverage celebrity advertising for heightened market share and sales.