Celebrity Credibility Research Articles

Influencing the Power of Celebrity Endorsers on Saudi’s Purchasing Behavior

Presently, influencer marketing is widely used to increase brand purchasing. Marketers employ various strategies using social media and celebrity endorsers for consumer engagement. This study has been conducted to understand the role and influence of celebrity endorsers through social media on the purchase behavior of Saudi consumers based on the advancing role of sustainability in the luxury industry. In this regard, a cross-sectional study design was employed and data was collected from 50 Saudi consumers using an online survey. A close-ended questionnaire was distributed to Saudi consumers based on celebrity credibility, familiarity, attitude towards celebrity endorsement, brand awareness, brand attitude, and purchase intentions. Factor analysis and path analysis were done using SPSS and AMOS version 25.0 to analyze the data collected. The findings show a positive and significant impact of celebrity credibility, familiarity, attitude, brand awareness, and brand attitude on the purchase intentions of Saudi consumers.

Role of Celebrity Endorser on Brand Credibility, Loyalty, and Commitment on Mobile Banking Users

Role of Celebrity Endorser on Brand Credibility, Loyalty, and Commitment on Mobile Banking Users

Effect of Celebrity Credibility on Brand Passion and Brand Loyalty

The objective of this study is to assess how celebrity credibility influences brand passion and brand loyalty. Various statistical techniques were employed, including structural equation modeling, descriptive analysis, correlation, regression, reliability, and frequency analyses. Findings revealed that for customers of clothing brands, the expertise, trustworthiness, and attractiveness of celebrity endorsers were crucial predictors of brand loyalty. Additionally, the study found that brand passion positively influenced brand loyalty. Furthermore, brand passion significantly and positively mediated the connection between brand loyalty and celebrity endorsers. This insight is beneficial for companies that do not use celebrities or company management in their brand promotion strategies.The study was purely quantitative, employing closed‐ended questions with preset responses, which limited participants from offering feedback beyond the provided choices. Future studies might consider using a mixed‐method approach.

Celebrity Credibility by Fuzzy Set Qualitative Comparative Analysis (fsQCA) and Regression Analysis

Previous studies on reading habits overlooked the potential role of celebrities in reading books. This study assesses how celebrities influence young people to purchase books. The study, which is based on the fsQCA, helps to reveal some of the subtleties related to the intention of young people to purchase books. The data were collected in two stages. In the first phase, a preliminary study was conducted in order to determine the celebrities that young people liked and followed. Preliminary research was carried out at a university in Turkey. In the first phase, 332 surveys were completed. In the second phase, a total of 620 surveys were completed. The study used regression analysis and fsQCA. It was found that celebrities and TV series have a significant effect on book purchase intention. It is also seen that celebrities influence the intention of young people to purchase books again. The findings have important implications on celebrity effect for both publishers and consumers.

PENGARUH CELEBRITY CREDIBILITY TERHADAP BRAND ATTITUDE, ADVERTISEMENT ATTITUDE, DAN PURCHASE INTENTION

MS Glow for Men, a skincare brand specifically for men, uses a celebrity endorser, Marshel Widianto, in its marketing. Her presence is a message to society, especially men, that they can take care of themselves. This strategy reaped a lot of negative comments from the people of Indonesia. the public feels that Marshel Widianto is inappropriate to represent the MS Glow for Men skincare brand because he does not have celebrity credibility or good enough credibility and does not meet beauty standard criteria as an endorser for care and beauty products. This study looks at the effect of celebrity credibility on purchase intention, brand attitude and advertisement attitude. This research is a quantitative study, with data collection by distributing questionnaires with a sample of 385 respondents and data analysis was carried out using the Covariant-Based Structural Equation Model with AMOS 24 software. The results showed that celebrity credibility has a significant effect on brand attitude, celebrity credibility has a significant effect on the advertisement attitude. However, it was found that celebrity credibility did not have a significant effect on purchase intention. Obtained advertisement attitude has a significant influence on purchase intention and brand attitude has a significant influence on purchase intention. Further research can add dimensions to the celebrity credibility variable, namely trustworthiness, attractiveness, and expertise to assess deeper celebrity credibility.
 Keywords: Credibility, Brand, Advertisement, Purchase

Influence of Celebrity Credibility on Perceived Brand Trust Study on Multinational Mobile Service Brand in Bangladesh

Celebrity credibility is a vital marketing practice across the world whilst it finds challenges to get effective results as per the cluttered marketing atmosphere. In fact, the cost and risk engaged with celebrity endorsement had been referred in many empirical studies highlighting researchable issues. Celebrity acts as credibility communication sources for marketing awareness, creating brand image and building brand via spreading message with fans. Celebrity commits for brands to reach out across the countries. The influence of celebrity credibility on perceived brand trust is a curial matter for brand to meet desired response within the market. Celebrity is the national and international level of pride to spread information about the products to end the customer end. Celebrities are used as a credible source to educate and motivate customer to get aware or actively participate in disaster management activities. This paper examined these issues based on a sample of students via a quantitative survey method to study how celebrity credibility influences perceived brand trust on multinational mobile service in Bangladesh. Hypotheses were formed on how celebrity credibility influences on brand trust. A size of 200 samples was contacted for the survey. SPSS-23 software was executed in testing the hypotheses. Results verified the significance of the influence of celebrity credibility on perceived brand trust in multinational mobile services in Bangladesh.

Pengaruh Physical Attractiveness dan Source Credibility Celebrity Endorsement pada Produk Somethinc terhadap Word of Mouse melalui Customer Attitude

Using celebrities to support brands and business e-commerce is a new strategy in Indonesia. Therefore, it is very important to know the factors that influence consumer attitudes. This study aims to explore the relationship between celebrity physical attractiveness, celebrity credibility, and word of mouse. This research was conducted on social media users who use and buy somethinc products. The sample of this research is social media users who use and buy somethinc products because of Tasya Farasya. The total sample for this survey is 107 respondents. The analysis technique used is the equationstruktural Partial Least Squares Modeling (SEM-PLS). The results of this study indicate that the Physical Attractiveness and Source Credibility Celebrity Endorsement on Somethinc Products has a positive effect on Word of Mouse through Customer Attitude.

Propaganda Information of Internet Celebrity Influence

At present, internet celebrity marketing has become a driving force for the growth of mobile e-commerce; however, it has also become more apparent that the credibility and authenticity of the internet celebrity is directly correlated to the success of the marketing model. Therefore, in order to entice consumers into purchasing products, cooperations and internet celebrities must be deemed trustworthy. In addition, there are several factors that influence the trust between internet celebrities and consumers. To highlight these factors, this paper constructed an internet celebrity marketing model from the perspective of trust and takes internet celebrity features, marketing character, and product factor as three constructs. Furthermore, eight independent variables are defined, and the corresponding items are designed. Through a quite large data survey and analysis, they have three findings: all eight independent variables have significant influence on trust, and internet celebrities' popularity, interactivity, and professionalism are the top three important factors.

Consumers' Perception towards Celebrity Endorsement Advertisements: A Quantitative Study

Celebrity endorsement (CE) is a popular strategy in advertising, where famous individuals are used to promote products or services to consumers. The rationale behind using celebrities in advertising is that their fame and popularity can influence consumers' purchasing decisions, as they may associate the celebrity's image and reputation with the product or service being promoted. However, there are concerns about the effectiveness of CE and whether it actually leads to increased sales and brand loyalty. Consumers' perceptions of CE commercials are significantly influenced by the legitimacy of the celebrity endorsement. Customers are more likely to be persuaded by the celebrity endorsement if they believe that they can trust and believe the celebrity. The effectiveness of the endorsement may suffer, though, if the celebrity's credibility is called into doubt or if they have been associated with any unpleasant or contentious incidents. The purpose of this study is to investigate how consumers feel about CE advertisements. The study looks at the variables that affect consumers' perceptions of CE, including as the celebrity endorser's authority, the perceived fit between the endorser and the product, and the consumer's level of participation with the product. The findings of this study provide insights into how consumers perceive CE advertisements and can help marketers to design more effective marketing campaigns.

Influence of Celebrity Endorsements on Consumers’ Brand Equity: Case Study of Super Brands Companies in Kenya

This paper was a seminar presented for partial fulfilment for the award of a degree in doctor of philosophy in Business administration (marketing option) at the Jomo Kenyatta University of Science and Technology (JKUAT) Kenya. The paper takes the format of mini-research. The study’s aim was to establish the influence of Celebrity endorsement on consumer brand equity on selected super brands in Kenya. Specifically, the study intended to establish whether the two major attributes of celebrity endorsement: Credibility and Attractiveness, influence consumers’ brand equity. The independent variable was celebrity endorsement and brand equity was the dependent variable. The study was anchored on the TEARS model that combines many marketing communications theories that describe attributes of a good source of information. These are the Credibility model, source attractiveness model, the meaning of transfer model, and the product-match-up hypothesis, consumer, and buyer behaviour theories. The empirical literature on celebrity endorsement was reviewed regarding different views of measurements of brand equity and how celebrity characteristics affect brand equity. The study raised two questions; whether celebrity credibility influences consumers’ brand equity and whether celebrity attractiveness influences consumers’ brand equity. To answer these two questions, a Target population of 20 consumer super brands companies was picked with only 11 super brands qualifying to be the unit of observation on the basis that they have hired celebrities to advertise their brands. The unit of analysis was 40 consumers who were classified as lecturers, professionals, and students. These respondents were given a structured questionnaire based on the two objectives of the study. Thirty-eight questionnaires’ (95% response) were returned and two were spoilt. Data were analysed by use of a statistical package for social sciences (SPSS) and presented in tables. The study findings indicate that celebrity attractiveness has the highest influence as compared to celebrity credibility in influencing consumers’ brand equity. On methodology, the study recommends that a mixed design approach and change of unit of analysis in future research, development of hypotheses, include moderating variables as well as add to the main research the three remaining variables in the TEARS model. Study findings indicate that celebrity endorsement influence can lead to brand equity in the form of customer brand preference, awareness, loyalty and association, attitude, relevance, and differentiation. However, marketing and brand managers need to be careful when hiring celebrities to market their products because of the advantages and disadvantages of this strategy. On theoretical and academic implications, the study concludes that most of the studies carried out are in western countries. There remains a need for more studies in the field of celebrity endorsement in Kenya, especially in the area of theories of source credibility, source attractiveness, match-up hypotheses and meaning transfer model. These models emphasise that source of information must have power. Scholars can further apply exploratory research in areas of psychological and consumer behaviour theories in relation to Celebrity endorsement

Role of celebrity credibility on banking service providers

PurposeThis study examines the role of celebrity credibility in fostering loyalty and long-term commitment toward the financial service provider (banking services in this study) through the development of trust in the service provider. The relationship combines the commitment-trust theory, the source credibility, and the meaning transfer model.Design/methodology/approachThe proposed model uses online survey data from 855 participants. The data are analyzed using structural equation modeling. The relationship between celebrity credibility, commitment, and loyalty to the service provider is explored, with trust in the service provider acting as a mediator. The profession and gender of celebrities are considered moderators.FindingsTrust in service providers partially mediates the relationship between celebrity credibility, customer loyalty, and commitment. Moderation results across multiple groups show that male and sports celebrities are more persuasive in expertise, and customers find women and movie stars to be more effective endorsers in the attractiveness dimension.Research limitations/implicationsThis study focuses only on banking services with data collected from a single country to examine a celebrity’s role as a spokesperson.Practical implicationsConsidering the benefits of having a well-known celebrity as a spokesperson for financial services like banking is intriguing. Given the unique characteristics and significant perceived risk associated with financial services, marketers may consider hiring celebrity endorsers to increase tangibility and reduce risk.Originality/valueThe results of this study may provide a deeper understanding of the combined effect of celebrity credibility and trust in financial service providers, which provides tangibility and helps establish a strong customer relationship.

Impact of Celebrity Credibility in Social Advertising: A Systematic Review of Rahul Dravid’s Anti-tobacco Campaign Endorsement

Tobacco cessation programs have had their share of hits and misses. While state-controlled organizations invest in such programs every year, it is hard to trace their effectiveness. This is a bigger challenge when celebrities are enrolled to endorse such programs. Several studies that track celebrity endorsements for marketing commercial products have validated the influence of celebrities on brand-related outcomes. This study provides a systematic review of a celebrity endorsement of an anti-tobacco advertisement. To conduct a systematic review of a celebrity endorsement, we examined the responses of celebrity fans on source (celebrity) credibility factors and their attitude towards the social cause endorsement. Asample of 258 celebrity fans was surveyed using a questionnaire. The survey instrument contained a 15-item scale to measure celebrity factors of physical attractiveness, expertise and trustworthiness. Further, demographic details, social media activity and cigarette consumption details were captured along with cognitive and affective responses towards the anti-tobacco endorsement featuring the celebrity. It was found that physical attractiveness and trustworthiness of the celebrity were found to be influencing the attitude of the fan towards social cause. In addition, the study revealed the significant influence of education on attitude towards social cause in contrast to age and gender as evident in previous studies. The study provides very important insights for advertisers of social causes on effective use of celebrities as part of their communication campaigns

Celebrity endorsement and its impact on purchase intention of luxurious brands

Celebrity endorsement is a persuasion strategy in which customers identify with the person featured in an advertisement. Celebrities promote services and products in ways that serve to increase brand awareness and credibility. Celebrity endorsement boosts trust, familiarity, and awareness of a product by endorsing it and advertising it, all of which are important elements in a consumer's purchasing decision. When defining purchase intention, it is described as the intention to purchase or obtain a product or a service, thus reflecting the customer’s desire to purchase a specific product from a specific brand. Meanwhile, a luxury brand and its products are associated with exclusivity, status, and superior quality. This research aims to examine whether celebrity endorsement influences the purchase intention of luxury products or not. A survey was conducted and answered by a sample size of 145 respondents. Data were analyzed to test the hypothesis through regression analysis, factor analysis, and reliability tests. Research findings indicate that celebrity endorsement does have an impact on the purchase intention of luxurious brands, especially when measuring the aspects of celebrity endorsement, which are celebrity credibility, celebrity expertise, product-celebrity match-up, physical attractiveness, and trustworthiness. However, the analysis showed that trustworthiness has the most significant impact, whereas celebrity expertise is partially significant.

The Social Influence in Celebrity Endorsed Promotions: Revisiting the Consumer Perspective

The extant literature on celebrity endorsements lacks the multidimensional approach for evaluating the effectiveness of promotion. Also the role of social influence in celebrity endorsements and promotion effectiveness is yet to be explored. To fill this literature gap this study adopts a multi-dimensional approach to evaluate the factors that affect the endorsement effectiveness. The Partial least square structural equation modeling (PLS-SEM) applied on data collected from 409 respondents revealed that social influence and endorser identification substantially and positively affects the individual’s purchase intentions, attitude, celebrity attachment, and perceived celebrity credibility. The theoretical framework used in this study empirically validates the role of social influence in arbitrating the efficacy of celebrity endorsement and purchase intention for the first time to the researcher’s best knowledge. The findings are vital to the marketing managers to create an appropriate promotion strategy. The implications for theory and practice are discussed.

CELEBRITY ENDORSEMENT AND CONSUMER BUYING BEHAVIOUR TOWARDS TELECOMMUNICATION SERVICES

This study examined the influence of celebrity endorsement on consumer buying behaviour towards telecommunication services. It sought to determine the influences of celebrity credibility, celebrity attractiveness and celebrity popularity on consumer buying behaviour towards telecommunication services. Exploratory research design was adopted. Primary data were obtained from 133 telecommunication service subscribers using a structured questionnaire. Data analysis was done using descriptive statistics and multiple linear regression was adopted for hypotheses testing. The study found that celebrity popularity (? = .430; p-value = 0.000 < 0.05) had the highest significant positive influence on consumer buying behaviour towards telecommunication services, followed by celebrity credibility (? = .357; p-value = 0.000 < 0.05) and celebrity attractiveness (? = .215; p-value = 0.002 < 0.05). Therefore, it was concluded that celebrity endorsement has a significant positive influence on consumer buying behaviour in the context of telecommunication services. Consequently, pertinent recommendations were made for possible implementation by industry practitioners. Keywords: Celebrity Endorsement, Consumer Buying Behaviour, Telecommunications, Consumer Persuasion Model

A Study on Impact of Social Media Engagement on Celebrity Credibility

A Study on Impact of Social Media Engagement on Celebrity Credibility

The Moderating Effect of Attachment Styles on the Relationship Between Celebrity Credibility and Brand Attachment

The current study aims to address the triadic relationship among the celebrity endorser, consumer and brand. The objective of this study is to investigate the influence of moderating role of attachment style dimensions on the relationship between the celebrity endorser traits and brand attachment. This study applies associative network theory and attachment theory to build the theoretical framework of the study. Data were gathered using a sample of 484 respondents. AMOS was used to employ structural equation modelling to test the hypotheses of the study. The results of the study reveal that celebrity expertise and trustworthiness are likely to enhance consumer brand attachment, whereas celebrity attractiveness does not lead to building brand attachment. It also discloses that both the dimensions of attachment style, namely anxiety and avoidance, have a moderating impact on the relationship between celebrity endorser traits and brand attachment. This study provides multiple implications for the marketing practitioners and academicians.

The Influence of Celebrity Endorsement on Food Consumption Behavior.

“Is consumer food behavior influenced by celebrity endorsement?”. This question remains unsolved despite celebrities constantly recommending different products in their social media networks. Much of the literature on celebrity endorsement focuses on the characteristics of celebrities influencing consumers’ behavior, but there is scarce research about how celebrity endorsements about food and food products influence consumers’ behavior. In this context and based on the source credibility and source attractiveness models, as well as on the match-up theory, this study aims to examine whether consumers’ food purchase intention and consumers’ willingness to pay a premium price is influenced by celebrity endorsement. For this purpose, an empirical study is developed through Structural Equation Modeling (PLS-SEM) based on data gathered from 316 consumers who read celebrity recommendations. Findings report that consumers are most influenced in their food consumption behavior by the congruence between the celebrity endorsement and the product being recommended, and by the celebrity credibility. Interestingly, celebrity recommendations show a similar influencing pattern both for consumers’ food purchase intention and consumers’ willingness to pay a premium price for food. The major contribution of this research is to show that congruence is the main route by which celebrity endorsement influences food consumption behavior.

National or Global? Moderated Mediation Impact of Sports Celebrity Credibility on Consumer’s Purchase Intention


 
 
 The paper aims to examine the role of localness of a sports celebrity and a level of product involvement in the mediated impact of the perceived product quality on the relationship between a sports celebrity’s credibility and consumers’ purchase intention in a developing economy. A total of 253 respondents participated in an experiment including the localness of 2 sports celebrities (global vs national) and2 product involvement (high vs low) levels. The study determined that sports celebrity credibility had both direct and indirect effects on respondents’ intention to buy, but product involvement moderated the direct impact of sports celebrity credibility on the consumer’s intention to buy a product. The direct impact was noticed in the case of low involvement products, and no impact was observed in the situation of high involvement. Besides, the study showed that global sports celebrities enjoyed a higher level of attractiveness, but the trustworthiness was higher for national celebrities. Finally, moderation analysis showed that the mediation effect of the localness of a sports celebrity on the relationship between credibility and intention to purchase depended on the type of measured effect – direct or indirect. This study expands the research on the effects of celebrity credibility on the consumer’s intention to purchase in developing economies.
 
 

Celebrity Endorsement on Consumers' Perception and Attitude towards Globacom Telecommunication Products in Ilorin Metropolis

These days, most organisations use celebrity endorsement as a communication technique for inducing consumers' perception and attitude towards buying their products. This paper aims to examine celebrities' credibility on consumers' perception and attitude towards Globacom telecommunication products in Ilorin Metropolis. A total of 273 usable copies of the questionnaire administered to the target respondents were returned. A multi-stage sampling method was employed to select the eligible samples from the study population, and regression analysis was adopted as an analytical technique. The study's findings revealed that celebrity's credibility affected consumers' perception of Globacom telecommunication products in Ilorin metropolis and celebrity endorsement also impacted consumers' attitude in the study area. The study recommended that firms that desire positive consumers' perceptions and attitudes towards their products should use a meticulous process to select celebrities who are credible, reliable, popular and likeable by target consumers to endorse their brands. Key words Celebrity endorsement, celebrity's credibility, celebrity’s popularity, Consumer perception, Consumer attitude Cite this paper: Mustapha, Y.I, Issa, B.O, Bello, O.F. (2021), Celebrity Endorsement on Consumers' Perception and Attitude towards Globacom Telecommunication Products in Ilorin Metropolis, Vidyodaya Journal of Management, 7(1), 61-79.