Celebrity Endorsement Research Articles

Strategi Pemasaran Masa Depan: Mengurai Peran Sales Promotion yang Inovatif dan Daya Tarik Celebrity Endorser dalam Membimbing Keputusan Pembelian Konsumen

Fashion has a strong appeal and is accepted by individuals of all ages as a determining aspect of clothing and daily lifestyle. The purpose of this study was to examine the impact of sales promotion on consumer purchasing choices. The target population of this study consists of Billionaire's Project consumers, with a sample of 100 respondents selected through purposive sampling, a non-probability sampling technique. To collect data, questionnaires were distributed to individuals who had purchased and used products from the Billionaire's Project. The data analysis process uses descriptive and inferential analysis using the Partial Least Square (PLS) 4.0 analysis tool. The findings of this study confirm that sales promotion has a significant effect on purchasing decisions, and the involvement of celebrity endorsers also has a significant influence on consumer purchasing choices. Business owners can leverage these research findings as valuable references when designing digital marketing strategies geared toward increasing sales of Billionaire's Project products, particularly in the areas of sales promotion and celebrity-based marketing.

Influence of Halal Awareness, Islamic Branding, Celebrity Endorsers and Israel Product Boicots on E-Commerce Product Purchase Decisions (Study of Lecturers and Staff of Sulthan Thaha Saifuddin Jambi State Islamic University)

This research aims to determine the influence of Halal Awareness, Islamic Branding, Celebrity Endorser, and Boycott of Israeli Products on product purchasing decisions in e-commerce by UIN STS Jambi Lecturers and Staff. The population used in this research was UIN STS Jambi Lecturers and Staff, totaling 901 people. The sampling technique in this research was Probability Sampling technique using the Krejcie and Morgan counting technique with a total sample or respondents of 160 people. The method used in this research is a quantitative method with primary data, namely distributing questionnaires and observations. In calculating and analyzing data, researchers utilized the SemPLS 4.0 program . The results of this research show that Halal Awareness has a positive and significant effect on purchasing decisions because of the high halal awareness of respondents. Islamic Branding has a positive and significant effect on purchasing decisions because it can influence the image and credibility of the product. Celebrity Endroser has a positive and significant effect on purchasing decisions because it can increase the attractiveness of the product. Boycotting Israeli products has a negative and insignificant effect on product purchasing decisions because with a boycott of Israeli products consumers will be more careful. The hope is that producers can improve the Islamic and halal aspects of their products, as well as make maximum use of the presence of celebrity endorsers and always maintain a good image of the product.

Investigating the Impact of Emotional Attachment to Celebrity Endorser on Endorsed Product Purchase Intention Among Celebrity Fans: The Mediating Role of Brand Attractiveness and Quality

Investigating the Impact of Emotional Attachment to Celebrity Endorser on Endorsed Product Purchase Intention Among Celebrity Fans: The Mediating Role of Brand Attractiveness and Quality

The Influence of Celebrity Endorser, Country of Origin, and Shopping Lifestyle on Purchase Decision for Somethinc Products

This study’s goal is to analyze and determine the effect of celebrity endorser, country of origin, and shopping lifestyle on purchase decisions for Somethinc products. This study uses quantitative methods with explanatory research. The population in this study used is Indonesians who have used Somethinc products with a sampling of 272 respondents. The sampling procedure used is non-probability with purposive sampling technique. The data analysis technique used in this study is multiple linear regression. The results of this study shows that celebrity endorser, country of origin, and shopping lifestyle both partially and simultaneously have a positive influence on purchase decisions for Somethinc products. The combination of choosing the right celebrity endorser, emphasizing Indonesia's reputation as the country of origin, and a deep understanding of consumers' shopping lifestyle will strengthen Somethinc's overall marketing strategy. The implementation of this strategy can help the company increase sales, build loyalty, and expand market share in the competitive beauty industry.

The Influence of Celebrity Endorsers and the Advertising Message "Born This Way" on the Brand Image of Skin Game in Purchasing Decisions

The Influence of Celebrity Endorsers and the Advertising Message "Born This Way" on the Brand Image of Skin Game in Purchasing Decisions

Taylor Swift as a Potential Celebrity Political Endorser

In this research note we examine the effect of Taylor Swift’s hypothetical endorsement of a Public policy position. We examine this in the context of the expanding literature on the effects of celebrity endorsements. Through a post-test only experimental survey design we test Swift’s hypothetical endorsement of a policy position. We begin and conclude with analysis of why Swift’s value as an endorser, as well as the value of other similarly situated endorsers may be particularly high.

The Transformation of Luxury Brands Marketing Strategies in Social Media

The luxury industry is currently undergoing a significant transformation driven by digitalization. Consumer shopping behaviors are increasingly shifting towards online channels, while social media emerges as a key platform for interaction between luxury brands and consumers. The rise of emerging markets and the growing young consumer demographic are driving the trend of digital consumption. Luxury brands are actively expanding into the digital sphere, employing celebrity endorsements and social media marketing strategies. This paper utilizes a literature review and case analysis methodology. It finds that combining celebrity endorsements with social media marketing effectively enhances brand awareness and sales, creating a unique brand image and attracting more consumers. This trend has become a crucial transformation path for the luxury industry, albeit brands need to carefully consider celebrity selection and risk management. Future research could further explore best practices in celebrity endorsements and social media marketing, as well as their long-term impact on consumer behavior and brand benefits.

The Role of Artificial Intelligence in Influencer Marketing

Nowadays Influencer marketing is one of the most growing industry. Social media influencers are increasing with time and brands are moving towards endorsing themselves on digital platforms. AI is the new element for growing of influencer marketing and it will help influencers to improve their digital platforms. AI will be impacting positively with the help of the new ways to manage the campaigns of influencers or celebrities on social platforms. The new virtual social presence has made consumers interested in the virtual influencers which will also affect the perceived quality of products used by these influencers. The study is quantitative and data collected is on convenience sampling in non-probability. The instrument used to collect data was through questionnaire. The findings of the research showed positive impact of Artificial intelligence on Influencer marketing. All the independent variables celebrity endorsements, perceived quality and virtual social presence with the mediator Artificial intelligence showed positive relation with influencer marketing. The result was analyzed and processed through SPSS. This research will help influencers to use AI for effectiveness and to know about emerging AI influencers.

Momentum for organic food purchase intention and actual adoption- moderating effects of social media influencer and celebrity endorser

Despite extensive research into the factors influencing organic food consumption intention, a notable gap exists in understanding how this intention translates into actual consumption behavior. Addressing this gap, this study employs the Theory of Planned Behavior (TPB) to investigate consumer individual and business-related factors that shape the intention to purchase organic food and subsequently influence its actual acquisition. We collected primary data from organic food consumers in major departmental stores in Bangladesh through a questionnaire survey. We analyzed the data using structural equation modeling (SEM) with AMOS v-24 and PROCESS MACRO v-4.20 software. The findings reveal significant direct, mediating, and moderating effects within the pathways delineated by the model. By uncovering these effects, the study offers valuable insights into the interplay of consumer individual and business-related factors in shaping both intention and actual behavior toward organic food consumption. Our research contributes to validating and extending the Theory of Planned Behavior (TPB) framework and provides practical implications for scholars and policymakers managing organic food consumption. By exploring these factors, we are equipping them with fresh perspectives and insights that can be directly applied in their work. This study, by elucidating the dynamics between intention and behavior, aids in developing more effective strategies to promote sustainable consumption practices in the realm of organic food, thereby empowering and motivating them to make a real difference in this field.

INFLUENCE OF CELEBRITY ENDORSEMENT ON PURCHASE INTENTION: BRAND AWARENESS & BRAND PERCEPTION AS MEDIATORS

The global celebrity endorsement market is growing to be worth millions of dollars. The celebrity endorsements are used in advertising by marketers to boost sales and have a good effect upon viewers' views, which in turn affects their purchasing decisions. Using quantitative approach, this study assesses how celebrity endorsements affect customers' perceptions of the company's product or brand & their choice to buy. The questionnaire was used to gather data from 100 respondents, was then examined. The study investigated how respondents perceived celebrities, their traits & how celebrity endorsements affected their purchase choices. Results show that celebrity endorsements in commercials make them more enticing than those that don't. Furthermore, the results further revealed that the consumer purchase behavior is greatly influenced by celebrity endorsements, with the celebrity popularity having a major influence upon these selections. This study explores the purchasing habits of the consumers while considering the number of criteria, including preference, age, and gender. The results offered significant information for reaching the conclusion and extracting some recommendations based upon the conclusion.

PENGARUH CELEBRITY ENDORSEMENT TERHADAP PURCHASE INTENTION MELALUI BRAND IMAGE SEBAGAI VARIABEL INTERVENING PADA PRODUK POND’S (Studi Kasus Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Kutai Kartanegara)

This research aims to determine the influence of celebrity endorsements on purchase intention through brand image as an intervening variable (case study of students from the Faculty of Economics and Business who use Pond's products). The population in this study were students from the Faculty of Economics and Business, Kutai Kartanegara University who used pond's products. The research sample was 83 students who used Pond's products. Sampling used Non Probability Sampling techniques with Purposive Sampling type and data analysis tools using Structural Equation Modeling (SEM) using Smart PLS version 4 software. The results of the research show that Celebrity Endorsements have an effect on Purchase Intention. Celebrity Endorsement influences Brand Image. Brand Image influences Purchase Intention. Celebrity Endorsement influences Purchase Intention through Brand Image.

Materialism and Tourism Brand Attachment in Influencing Compulsive Buying for Generations Y And Z Travel in the Post-Covid 19 Pandemic Period

This study aims to analyze the effect of materialism and tourism brand attachment on compulsive buying for travel in generations Y and Z in Indonesia. This study also to analyse the influence of the predecessors of materialism and compulsive buying such as SNS advertisement, celebrity endorsement, and ideal self-congruence. This research is an explanatory research with a quantitative approach. A survey using a questionnaire was conducted to collect primary data in this study. The population in this study is all Y and Z generations in Indonesia. The sample in this study was determined using a non-probability sampling method because the total population is not known with certainty. The sampling technique used was purposive sampling with the criteria (1) maximum birth in 1981, because the research wanted to explain about compulsive buying in generations Y and Z, (2) active users of social media or social network services (SNS), because this research wanted explain the effect of variables related to the use of SNS such as SNS advertisement, celebrity endorsement, and ideal self-congruence on compulsive buying. The number of respondents in this assessment was 250 respondents. The data obtained was then analyzed using Covariance Based Structural Equation Modelling.

Campaign Governance and Playfulness: Unraveling Chinese HPV Immunization Promotion Efforts on Douyin.

(1) Background: Playful immunization promotion helps to approach persuasive efforts and raise vaccine acceptance. However, playful promotion in the field of HPV immunization has not been explored. (2) Methods: To address this gap, we analyzed data gleaned from 73 short videos posted by state media and from semi-structured interviews with 37 Chinese stakeholders using thematic analysis. (3) Results: The analysis revealed that state media promoted HPV immunization using celebrity endorsement, anthropomorphism techniques and entertainment performance strategies. Additionally, state media engaged in circle mobilization and livestreamed on Douyin to reach wider audiences. Although playful strategies increased the popularity of HPV vaccine promotion, insufficient multi-stakeholder partnerships and homogeneous message delivery decreased the efficiency of HPV immunization promotion campaigns. (4) Conclusions: The strengthening of multi-stakeholder partnerships and the optimization of the public service provision of HPV vaccination are expected. Our research will not only deepen the global audience's understanding of Chinese immunization promotion campaigns, but also offer insights for implementing future global health promotion.

Pengaruh Endorser Arief Muhammad Terhadap Minat Beli Konsumen Pada Produk Cakekinian

The strategy carried out by the company in increasing the sales value of products through advertising elements, one of which is determined by the Endorser. This study aims to determine the influence of endorser Arief Muhammad on consumers' buying interest in contemporary cake products. In the concept of celebrity endorser according to Terence A. Shimp, there are 5 dimensions known as TEARS. And the concept of buying interest used in this study is the AIDA model theory initiated by Kotler & Keller. The research method in this study uses a quantitative approach with a survey method. The data collection technique uses a non-probability sampling technique. The respondents are active followers of the instagram account @cakekinian.official. The results showed that the credibility of the endorser contributed 63.1% of its influence on buying interest which means a strong influence and the remaining 36.9% was influenced by other factors outside the factors studied. This study concluded that there is an influence of endorsers on consumers' buying interest.

The Positive Relationship Between Social Media Marketing, Brand Awareness, and Brand Association, and How Celebrity Endorsement Boost the Effects of SMM

This research explores the complex relationship between social media and brand equity in the cutthroat world of contemporary business, emphasizing luxury businesses. Advertisements and live streams are examples of the concrete components of social media marketing (SMM) in contrast to brand equity, which encompasses intangible aspects like awareness and association. The purpose of the article is to clarify the complex relationship between SMM and brand equity and to show how SMM may be a driving force behind revolutionary changes in brand perceptions. The study also looks at the impact of celebrity endorsements on the luxury brand market, highlighting the power of celebrities to arouse feelings and create strong connections between the endorsed brand and its goods. The goal of this study is to provide a thorough knowledge of the beneficial relationship between SMM, brand awareness, and brand association by examining this complex relationship and revealing the inherent value that celebrity endorsements bring to the synergy between SMM and brand equity. These observations provide insightful advice for marketers negotiating the challenges of contemporary brand construction.

The relationship between celebrity endorsement and masstige brand value: The moderating effect of brand credibility

The relationship between celebrity endorsement and masstige brand value: The moderating effect of brand credibility

Celebrity Endorser Terhadap Keputusan Pembelian Produk Somethinc melalui Brand Image pada Marketplace Shopee (Studi pada Mahasiswi Fakultas Ekonomi dan Bisnis Universitas Trunojoyo Madura)

This research discusses problems with Somehinc products. The purpose of this research is to explain the influence of Celebrity Endorsers on purchasing decisions for Somethinc Products, to explain the influence of Celebrity Endorsers on the Brand Image of Somethinc Products, to explain the influence of Brand Image on Purchase Decisions for Somethinc Products, to determine the influence of Celebrity Endorsers on purchasing decisions for Somethinc Products through Brand Image Somethinc Products. This research uses a quantitative approach using the path analysis method, with a total of 123 respondents. The results of this research are (1) Celebrity Endorser has a significant influence on purchasing decisions (2) Celebrity Endorser has a significant influence on Brand Image (3) Brand Image has a significant influence on Purchase Decisions (4) Celebrity Endorsers have a significant influence on purchasing decisions through Brand Image.

The Influence of Celebrity Endorsers, Brand Image, and Brand Awareness on Purchase Decisions with Purchase Interest as a Product Mediator of MS Glow for Men

The Influence of Celebrity Endorsers, Brand Image, and Brand Awareness on Purchase Decisions with Purchase Interest as a Product Mediator of MS Glow for Men

A STUDY ON THE IMPACT OF CELEBRITY ENDORSEMENT ON THE BUYING BEHAVIOUR OF CUSTOMERS

In today's marketing landscape, celebrities play a crucial role in advertising, leveraging their credibility and allure to enhance the effectiveness of campaigns. Marketers strategically utilize celebrities from various fields to capture consumer attention and influence purchasing decisions, particularly in regions like India where celebrity adoration is profound. This study delves into the transformative impact of celebrity endorsements on consumer purchasing patterns and brand perception, examining the intricate interplay between celebrity influence and consumer decision-making processes. Concurrently, the consumer buying decision process is explored, highlighting the stages individuals undergo when considering a purchase from identifying a need to post-purchase evaluation. Understanding these processes sheds light on how celebrities and consumer behaviours intersect, shaping marketing strategies and brand outcomes.

Analisis Keputusan Pembelian Produk Wardah melalui Celebrity Endorsement dan Kualitas Produk

The pace of the cosmetics/beauty product industry in Indonesia increases every year. In Indonesia there are several beauty product brands such as: Wardah, Sariayu, MS Glow, Emina, Somethinc, Avoskin, Lacoco, Azarine, PS Glow, Dear Me Beauty, Y.O.U Beauty, Purbasari, Scarlett Whitening, Madame Gie, Make Over. This research aims to analyze celebrity endorsement and product quality on purchasing decisions for Wardah products. The data used is primary and secondary data. The data collection method uses a questionnaire via Google Form. The analysis technique uses the Structural Equation Modeling-Part Least Square (SEM-PLS) method. The sampling technique uses a non-probability technique with purposive sampling type. A sample of 97 respondents was obtained. The data processing technique uses the SmartPLS 4.1 program. The variables in this research are the independent variables, namely celebrity endorsement and product quality, and the dependent variable, namely purchasing decisions. The research results show that celebrity endorsement has a positive and significant effect on purchasing decisions, product quality has a positive and significant effect on purchasing decisions.