Effect Of Endorsement Research Articles

Pengaruh Celebrity Endorser dan Iklan Media Sosial Instagram Terhadap Keputusan Pembelian

The purpose of this research is to find out and analyze the effect of celebrity endorsers and Instagram social media ads on purchasing decisions for scarlet whitening products. The method used for this study was a quantitative method with 100 respondents in the city of Samarinda who used scarlet whitening products. The data was collected via a questionnaire. The data was then analyzed using validity and reliability testing techniques, classical assumption test, multiple linear regression, t-test, and f-test. The results of the study show that celebrity endorsers and Instagram social media advertisements have a significant effect on purchasing decisions on scarlet whitening products. Simultaneously, the variable celebrity endorser and Instagram social media advertising also significantly influence the purchasing decision of Scarlett Whitening products.

Tourism e-commerce live streaming: the effects of live streamer authenticity on purchase intention

ObjetivoEste artículo explora el impacto de la autenticidad del streamer en la intención de compra en la retransmisión en directo de comercio electrónico turístico, centrándose en las limitaciones y los procesos subyacentes.Diseño/metodología/enfoqueSe analizaron los datos recopilados de 451 participantes utilizando un modelo de ecuaciones estructurales (SEM).ResultadosEste trabajo halló que cuatro dimensiones de la autenticidad de los streamers en directo -la sinceridad, el respaldo a la veracidad, la pericia y la singularidad- influían positivamente en la intención de compra, mientras que la visibilidad no lo hacía. Además, la sinceridad, el respaldo de veracidad y la singularidad influyeron indirectamente en la intención de compra a través de la experiencia de flujo, mientras que la sinceridad, el respaldo de veracidad, la pericia y la singularidad tuvieron un efecto indirecto a través de la confianza percibida. Además, la autoconstrucción moderó el efecto de la sinceridad y el respaldo de veracidad sobre la intención de compra, siendo el efecto positivo más fuerte para la autoconstrucción dependiente.Originalidad/valorEs el primer estudio que examina las dimensiones de la autenticidad de los retransmisores en directo y sus consecuencias. Este trabajo no sólo proporciona una comprensión mejor y más detallada de la complejidad de la autenticidad de los streamers en directo, sino que también contribuye al desarrollo de la teoría de la autenticidad al responder a los estudios sobre autenticidad individual.

Mere copycat? The effects of human versus human-like virtual influencers on brand endorsement effectiveness: A moderated serial-mediation model

The emergence of virtual influencers, who possess realistic human-like appearances and intelligence, has provided new opportunities for brand endorsement strategy and gradually become an innovative trend. As the effectiveness of influencer endorsement is rooted in parasocial relationships, it remains unknown whether this effect can be extended to virtual influencers. With a focus on endorsement, the current study investigated the impact of human-like virtual influencers on parasocial relationships and their further outcomes. Two scenario-based experiments spanning two cultural contexts (Studies 1 and 2) provided sufficient evidence that users build weaker parasocial relationships with human-like virtual influencers due to the lower emotional engagement involved, which results in lower endorsement effectiveness in terms of brand interest and purchase intention. Moreover, a novel moderation role of influencer post modality (image vs. video) was found to attenuate the negative effect of human-like virtual influencers. The findings contribute to enhancing the understanding of users’ relationship building with virtual influencers, and offer suggestions for influencer endorsements and communication strategies for virtual influencers.

PENGARUH VARIASI PRODUK DAN CELEBRITY ENDORSEMENT TERHADAP MINAT BELI MAHASISWA UNIVERSITAS MATARAM PADA PRODUK SCARLETT WHITENING

This study aims to examine the effect of product variety and celebrity endorsements on the buying interest of Mataram University students in Scarlett Whitening products. This research is a causal associative research (cause and effect) using primary data, the population used in this study were students from 10 faculties at the University of Mataram. The sampling technique used in this study was a non-probability sampling technique with a purposive sampling technique. With predetermined criteria, a sample of 104 respondents from 10 faculties at the University of Mataram was obtained. The data collection method in this study was an online survey by distributing online questionnaires via links that had been filled in with previous questions. The data analysis procedure uses Multiple Linear Regression Analysis. So the results of this study indicate that the variable Product Variation has a positive and significant effect on the buying interest of Mataram University students on Scarlett Whitening products, and the Celebrity Endorsement variable has a positive and significant effect on the buying interest of Mataram University students on Scarlett Whitening products.

Do we love celebrity endorsers? The joint impacts of consumers' need for status, celebrity’s star power and image congruence on celebrity endorsement effectiveness

PurposeThe current study aims to examine the joint impact of consumers' need for status (NFS), celebrity's star power and consumer-celebrity image match on consumers' attitudes toward the celebrity endorsement.Design/methodology/approachA factorial design was employed to test the research model. Consumer-celebrity image match was manipulated, and consumers' NFS and celebrity's star power was captured using existing measurement scales. A total of 365 responses were collected via Qualtrics. Hayes's (2013) PROCESS procedure was used to analyze the data and test hypotheses.FindingsResults indicate that consumers with high (vs low) NFS have more favorable attitudes toward the endorsed brand. More importantly, consumers high in NFS, in an endorsement where celebrity-consumer image matches, have more favorable attitudes toward the brand endorsed by a celebrity with more (vs less) star power. In contrast, in an endorsement where celebrity-consumer image mismatches, they react the same regardless of the endorser's star power.Practical implicationsThis study offers suggestions to hospitality marketing professionals in strategically using celebrity endorsers in their marketing campaigns and strategies that allows firms to further formulate positive and enduring brand images while encouraging favorable consumer behaviors.Originality/valueWhile most hospitality studies have focused on the traits of celebrity endorsers, little attention has been paid to the impact of consumers' characteristics on celebrity endorsement. This study advances the growing literature on hospitality celebrity endorsement by providing empirical evidence to delineate the relationship among celebrities, endorsed brands and consumers.

The Effect of Celebrity Endorsement and Parasocial Interaction on Somethinc Products Purchase Decisions

The current technological changes are influencing social and economic sectors, leading to changed businesses from conventional to engaging more extensively on digital platforms. Social media is a digital platform that has emerged as a global phenomenon. Marketing through social media provides numerous brand benefits, making it the top tool for online marketing especially in Indonesia. In the realm of commerce, there exists a compelling necessity for enterprises to engage in innovation as a means to captivate their inbuilded consumer base. One such innovation strategy is the utilization of celebrity endorsements.Through social media, celebrities possess the capability to foster intimate Relationships with their followers through direct interactions. This study aims to analyze the effect of celebrity endorsement through the dimensions of celebrity endorsers and parasocial interactions on purchasing decisions of TikTok users for Somethinc products in Indonesia. Data collection was carried out using an online survey method, utilizing a purposive sampling technique, collecting 280 responses from respondents. Data analysis was executed utilizing AMOS 24 in conjunction with the Structural Equation Modeling (SEM) methodology. The results showed from seven hypotheses proposed, five hypotheses were accepted, and two hypotheses were rejected. Attractiveness and Expertise of celebrities endorser have a positive and significant impact on parasocial interactions and consumer purchasing decisions. However, Trustworthiness does not exert any discernible influence on either parasocial interactions or purchasing decisions. Furthermore, this research also established that parasocial interactions occurring among consumers and celebrities have a positive and significant influence on decision-making process regarding purchases.

Effect of Instagram Profile View and Endorsement on Impulse Buying

This study aims to determine and analyze effect of Instagram profile view and endorsement on impulse buying. This research is assisted using quantitative methods. Population in this study are active Instagram users. Sample is taken randomly with a sample of 100 respondents. Testing the hypothesis in this study uses a part of multiple linear regression, namely partial (t) test. The results show that Instagram profile view has a significant effect on impulse buying. Endorsement has a significant effect on impulse buying.

THE EFFECT OF PRODUCT, BRAND ASSOCIATION, BRAND PERSONALITY AND ENDORSER IN INTENSE BUYING

This study is aimed to determine how the effect of endorser, brand association, brand personality and product characteristics in intense buying of Energy drinks Herbaviton. This study is took the 150 respondents and used judgmental sampling method. Data analysis techniques used factor analysis and multiple regression analysis. The results showed that the brand association and product characteristic significantly effect intense buying of Herbaviton, while the celebrity endorser and the brand personality does not significantly effect intense buying of Herbaviton. The Company should use the popular commercials person that have power and physical attraction or personality so can effect the consumer, and more attractive to the formation of a good brand personality and good product, because will be consumer in buying product which according to him.

The Effect of Celebrity Endorsement and Sosial Media Marketing on Purchase Intention Skincare Product in Tiktok Shop

Sosial media has become a place for many people to interact. Almost everyone, from young to old, uses Sosial media. Communicating and shopping as activities that can be done online, the presence of Sosial media provides benefits for users to provide convenience and keep abreast of the development of increasingly modern Sosial media. The purpose of this study is to analyze the effect of Sosial media marketing, celebrity endorsements, and brand image on purchase intention. This study uses the Structural Equation Model Partially Least Square (SEM-PLS) method and the purposive sampling method. The sample taken from this study consisted of 107 respondents who met the criteria that they had shopped for skincare through the Tiktok shop. Data analysis testing using SmartPLS The results of this study prove that celebrity endorsement has a positive effect on purchase intention; the indirect relationship between Sosial media marketing and purchase intention is mediated by brand image; brand image has a positive effect on purchase intention; Sosial media marketing has no effect on purchase intention; and celebrity endorsement has no effect on purchase intention mediated by brand image.

Insta-Influencers’ Endorsement Effect on Consumers’ Purchase Intention: Parallel Mediation Role of Brand Credibility and Brand Attitude

ABSTRACT The paper aims to study the indirect effect of Insta influencers’ endorsement on Indonesian consumers purchase intention through brand attitude and brand credibility. A survey method based on an online questionnaire is distributed to collect data from Indonesian Instagram users that resulted in 288 usable responses. Partial least squares structural equation modeling (PLS-SEM) is carried out to test the hypotheses. Research findings provide implications for both marketers and influencers by bolding the attribute of an effective endorsement that has tangible direct impact on Indonesian consumers’ behavior.

Interaction between social media influencers (SMI) and followers with different demographic characteristics: Understanding users behavior on Douyin short-video platform in China

The growth of social media in China provides an innovative marketing strategy - influencer marketing- demonstrating colossal profit potential and social effects. In the context of influencer marketing, this study illustrates the consumers' preferences when they follow an SMI, their parasocial relationship and endorsement effectiveness with followers based on research on the Douyin platform. To empirically test the assumptions, quantitative and qualitative studies (N=341) were conducted focusing on the Douyin short video platform. The results confirmed that people prefer to follow SMIs of their gender and age. Moreover, the more SMIs people follow, the more time and money they spend affected by SMIs. The theoretical and optimizing implications for marketers and further research are suggested.

Peran Celebrity Endorser, Social Media Marketing dan Gaya Hidup terhadap Impulse Buying: Studi pada Pengguna Body Lotion Scarlet Whitening

This study aims to determine the effect of celebrity endorser, social media marketing, and lifestyle on impulsive buying behavior Scarlett Whitening body lotion product. By using a purposive sampling technique, 102 respondents were obtained by a Google form questionnaire which was distributed via social media. The resulting data were processed and analyzed using multiple linear regression analysis methods, by using the classical hypothesis test to examine the accuracy of the model and the t-test and coefficient of determination (R2) test to analyze the hypothesis. The results prove that celebrity endorsers and lifestyle have a positive and significant effect on impulse buying. On the other hand, social media marketing has proven to have no effect on impulse buying.
 Keywords: Celebrity Endorser, Social Media Marketing, lifestyle, and Impulse Buying

The effect of online customer reviews and celebrity endorsement on young female consumers’ purchase intentions

PurposeYoung consumers are increasingly using online reviews and celebrity influence to make purchase decisions. The purpose of this study is to ascertain the influence of online customer reviews, celebrity influencer’s attractiveness, celebrity influencer’s credibility on female millennials’ purchase intention of beauty products.Design/methodology/approachTo validate the research questions and hypotheses, data were obtained from young female consumers using an electronic self-administered survey questionnaire that was close ended. A total of 203 valid responses were obtained from which data were analysed by making use of structural equation modelling Mplus and the Statistical Package for the Social Sciences version 28.FindingsThe obtained results showed that the seven hypotheses of the study were positive. However, two hypotheses were negative, namely, celebrity influencer attractiveness did not have a significant influence on the attitude of consumers; and brand loyalty was not significantly correlating with young female consumers’ purchase intention of beauty products.Practical implicationsGiven that millennials are known to be active users of social media and often consult online peer product reviews, marketers and practitioners of beauty industry should improve the effectiveness and usability of beauty influencers and online reviews to attract female millennial consumers.Originality/valueThis research contributes to understanding young female consumers’ attitudes towards purchasing beauty products, especially the combined influence of group influence (online reviews) and media influence (celebrity beauty influencers) on such attitudes.

From distinctiveness to optimal distinctiveness: External endorsements, innovativeness and new venture funding

We examine how external endorsements help new ventures with varying degrees of innovativeness to attract funding. According to optimal distinctiveness theory, new ventures should be as different from competitors as legitimately possible. However, initial research suggests that new ventures can also buffer their legitimacy through external endorsements. We clarify that effects of such legitimacy buffers depend critically on an audience's unique legitimacy-distinctiveness relationship. Specifically, external endorsements lead to different predictions about shifts in optimal distinctiveness for return-seeking audiences compared to novelty-seeking audiences as relevant new venture funders. For return-seeking audiences, new ventures are perceived as less legitimate when they are non-innovative or radically innovative so that incrementally innovative new ventures are most attractive without endorsements. External endorsements can thus buffer the legitimacy of non-innovative and radically innovative new ventures, but they lead to different performance implications for a return-seeking audience. While non-innovative new ventures increase their attractiveness, only radically innovative new ventures can become optimally distinctive and outperform other distinctiveness configurations. In contrast, novelty-seeking audiences already have a higher tolerance for radically innovative new ventures, so the effects of external endorsements are less pronounced. Four empirical studies, using observational data and experiments in equity and reward-based crowdfunding, provide strong support for this theory and account for alternative explanations such as risk perceptions. In turn, we shed new light on the crucial, audience-specific function of external endorsements, namely, as a means to alter optimal distinctiveness levels.

PENGARUH DUKUNGAN (ENDORSEMENT), CITRA MEREK (BRAND IMAGE) DAN KESAKSIAN (TESTIMONI) TERHADAP MINAT BELI ULANG KONSUMEN PRODUK RNC WBEAUTY MELALUI MEDIA SOSIAL INSTAGRAM

This study aims to determine the effect of Endorsement, Brand Image and Testimony on Consumer Repurchase Interest of RNC Wbeauty Products Through Social Media Instagram, a case study in East Lombok district. This research uses quantitative research with associative approach. This data is proven by using multiple linear regression analysis. From the results of the regression equation, it is obtained that Y = 0.832 + 0.307.X1 + 0.853.X2 + 0.016.X3 so that the results of the t-test conclude that endorsement and brand image have a positive and significant effect on repurchase intention, while the testimony (Testimonials) have a negative effect on consumer buying interest by opening each t count is greater than t tabel (2,072>1,678) and (6,640>1,678) and significant (0,0440,05). In the F test, it can be concluded that the variables of Support (Endorsement) and Brand Image (Brand Image) and Testimonies (Testimony) have a simultaneous effect on Consumer Buying Interest with culculated F value greater than F tabel (34,793>3,20). From the results of the coefficient of determination, it shows that endorsement, brand image and testimonials have an effect of 69.3% on repurchase interest, while the remaining 30.7% is explained by other factors. Thus, it means that endorsement and brand image have a positive and significant effect on repurchase intention, while testimonials have no significant effect on repurchase interest

An examination of the role of gender in athlete endorsement effectiveness

<p>Many companies use athletes to endorse their products and services in advertisements. This is because the model used in advertisement can influence consumer behaviour. However, given the gendered nature of sports, it is unclear whether the gender of the model affects the effectiveness of the advertisements. 63 respondents were recruited to view an advertisement featuring either a male or female athlete. Independent t-tests showed that there was no significant difference in the perception of quality (t(61)=1.61, p>.10) and purchase intention (t(61)=1.27, p>.10) between the two groups. Further analysis showed that while the male athlete captured more attention and encourage consumers to take a closer look at the advertisement and the advertised brand, it did not lead to a more positive evaluation of the advertised product. The study concludes that the process from visual attention to behavioural intention can be complex and require further study. </p> <p> </p>

Positive Emotional Attachment Influences Hedonic Shopping Motivation and Celebrity Endorsement on Impulse Purchase of Fashion Products on E-commerce in Java Island

Many factors can lead to impulsive buying actions. This study aims to analyze the effect of hedonic shopping motivation and celebrity endorsement on impulse buying with positive emotional attachment.This study uses primary data obtained from respondents' answers, namely consumers of fashion products in e-commerce on the island of Java. All existing respondents are stratified based on the region which includes: Banten, DKI Jakarta, D.I.Yogyakrta, West Java, Central Java, East Java. To fulfill the research objectives, the hypothesis was tested with SEM PLS. From the SEM PLS test, it can be concluded that: (1) Hedonic Shopping Motivation contributes to Impulse Buying, (2) Celebrity Endorsement contributes to Impulse Buying, (3) Hedonic Shopping Motivation generates positive emotions that contribute to Impulse Buying, (4) Celebrity Endorsement does not generate positive emotions that do not contribute to Impulse Buying, (5) Positive Emotions contribute to Impulse Buying.

Effect of Instagram Influencer Parasocial Relationship on Follower Behaviors

Social media influencers (SMI) are considered effective marketing weapons that firms increasingly use to endorse their products and brands. However, with the enormous diversity of social media and the multiplicity of SMI, marketers need to understand how to choose the right SMI on the right social media for a specific product or brand. This study aims to improve understanding of the influence of SMI followers' behaviors by studying how parasocial relationship (PSR) interacts with SMI's expertise for products with different levels of involvement to impact consumers' behaviors. The authors proposed a three-hypotheses (nine sub-hypotheses) model that was tested via a scenarios-based survey. Data was collected from 1230 Instagram users living in Qatar. These results confirm the importance of PSR, SMI's perceived expertise, and product involvement in predicting the effectiveness of an SMI endorsement. They also highlight the need to consider the different interactions between these three variables.

The Influence of Celebrity Endorsers and Discounts on Impulse Buying Moderated by Hedonic Shopping Motivation in Generation Z Online

In line with the development of technology, it is currently able to change one's behavior in shopping online. The purpose of this study was to determine the effect of celebrity endorsers and price discounts on impulse buying which is moderated by hedonic shopping motivation. The sample collection technique uses purposive sampling method. Data collection was carried out by distributing questionnaires online with a total of 150 respondents. The data analysis tool used is moderated regression analysis (MRA). The findings from this study are celebrity endorsers have no effect on impulse buying, price discounts have a positive effect on impulse buying, hedonic shopping motivation does not moderate the relationship between celebrity endorsers on impulse buying, and hedonic shopping motivation moderates the relationship between price discounts on impulse buying

Analisis Celebrity Endorsment terhadap Keputusan Pembelian Pelanggan Online Shop Shopee dengan Minat Beli sebagai Variabel Intervening

The purpose of this study was to determine the effect of celebrity endorsement on purchasing decisions with purchase intention as an intervening variable. This study used a sample of 120 online shop Shopee customers in Medan City. The sampling technique is purposive sampling where only customers who have shopped at the Shopee online shop and have watched Shopee endorsement ads can be sampled. The model used with path analysis and processed with Amos 24.0. The results of the study found that celebrity endorsement had a positive and significant effect on purchase intention, celebrity endorsement and purchase intention had a positive and significant effect on purchasing decisions, buying interest mediated the effect of celebrity endorsement on purchasing decisions by partial mediation.