The Effectiveness of Celebrity Endorsement in Online Advertisement towards Consumer Purchase Intention

Abstract

Celebrity endorsement is a type of marketing campaign that involves a well-known celebrity such as movie stars, entertainers, and athletes to endorse the products which include physical products, services, and ideas. It is tough to capture a position in consumers’ mind, but celebrity endorsements give the companies an added dimension in keeping the attention of viewers. The presence of celebrities will improve a brand awareness and provide an enormous support needs by promoting the brand's intrinsic value. However, the power of celebrity endorsers in achieving positive attitudes and purchase intentions for the endorsed brand has been questioned by some studies. Therefore, the purpose of this research is to investigate the relationship between celebrity endorsement in online advertisement and consumer’s purchasing intension. This study examined the effect of attractiveness, trustworthiness, expertise and product fit of celebrity endorsement towards the consumer purchase intention. The sample is obtained from a total of 200 respondents from all the states in Malaysia. The essential analysis involved are reliability analysis, descriptive statistics analysis, correlation analysis, multiple regression analysis and hypothesis testing. All of the analysis were analyzed using the SPSS Version 25. The findings of this study depicted that attractiveness, trustworthiness and product fit play an important role in ensuring the effectiveness of a celebrity endorsement. Hence, those variables could be a powerful marketing tools for marketers when implementing celebrity endorsement as part of their marketing strategies.