A confirmatory factor analysis of the source model for celebrity endorsement

Ulkhaq, M. Mujiya; Nurdianti, Andini R.; Kartika, Maya; Astharina, Vashanadia

doi:10.17261/pressacademia.2016116527

Cited by 4 publications

(3 citation statements)

References 35 publications

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“…This study found that of the three personal characteristics of SMI, only SMI's expertise and attractiveness influenced consumer attitudes towards the brand. The findings regarding the positive influence of SMI expertise on brand attitudes are in accordance with the research of Ulkhaq et al (2016) who found that SMI expertise had a greater impact on consumer purchase intentions than attractiveness and trustworthiness. Meanwhile, Tanjung and Hudrasyah (2019) stated that SMI's expertise significantly influences consumer attitudes towards the brands promoted by SMI and their buying interest.…”

Section: Effect Of Expertise On Attitude Toward the Brandsupporting

confidence: 89%

“…When consumers feel that an SMI has expertise in the brand, they tend to be more likely to trust the advertisements delivered by the SMI (Mansour & Diab, 2016). Ulkhaq et al (2016) found that SMI expertise has a greater impact on consumer purchase intentions than attractiveness and trustworthiness. An SMI who has knowledge and expertise on the product he recommends will be more effective in persuading consumers to buy the brand through his positive attitude towards the brand (Aw & Labrecque, 2020).…”

Section: Introductionmentioning

confidence: 98%

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The Effectiveness of Fashion Influencers in Influencing the Purchase Interest of Millennial Generation Consumers in Indonesia

Absharina

Yuriani

Hendriana

2021

JBMS

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The widespread acceptance of social media encourages marketers to use social media for brand promotion. Promotions through social media generally target millennials and Z generations who are more technology literate than their predecessors are. One of the social media promotion techniques is influencer marketing. Most research on the effectiveness of social media influencers only emphasizes the characteristics of influencers, while the match between the influencer's image and the brand being promoted and the ideal self-image of followers also shape consumer attitudes and purchase intentions. However, there are not many studies that integrate these characteristics to explain their influence on brand attitudes and purchase intentions. This study aims to analyze the effect of social media influencer characteristics, influencer-brand congruence, and self-influencer congruence on purchase intention through attitudes towards brands in the millennial generation. Data were collected from 250 respondents selected by purposive sampling technique. Data were analyzed using PLS-SEM. Of the three characteristics of personal influencers, only expertise and attractiveness are proven to influence consumer attitudes towards brands. Self-influencer congruence has a positive influence on brand attitudes. Meanwhile, the influence of influencer-brand congruence on consumer attitudes towards the advertised brand is not significant. This study also found that attitude toward a brand has a positive effect on consumer purchase intention.

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Section: Effect Of Expertise On Attitude Toward the Brandsupporting

confidence: 89%

Section: Introductionmentioning

confidence: 98%

The Effectiveness of Fashion Influencers in Influencing the Purchase Interest of Millennial Generation Consumers in Indonesia

Absharina

Yuriani

Hendriana

2021

JBMS

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“…It means the ability of celebrities to provide knowledge to others based on their background, education, skills or efficiency, this constitutes a person's qualifications (Horai et al, 1974). The semantic expertise scales includes expert, experienced, knowledgeable, qualified and skilled (Ulkhaq et al, 2016). The expert celebrity consider more persuasive and can have an effect on the decision to purchase goods than non-experts, Ohanian argued that attractiveness and trustworthiness have less effect on customer purchasing intentions than celebrity endorsers ' expertise.…”

Section: Celebrity Expertisementioning

confidence: 99%

Effect of Celebirity Endorsement on Consumers Purchase Intention in the Mediation Effect of Brand Image

Al-Awadhi

Örs

2020

isarder

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This research clarifies how Yemeni consumers perceive celebrity endorsement and examines the influence of celebrity attributes (Trustworthiness, Expertise, Attractiveness and likeability) on Yemeni consumer's purchase intention in terms of brand image. Moreover, The direct influence of the brand image on the intention of consumer purchases. Design/methodology/approach-This research has been designed and implemented using the quantitative research method. The survey community was identified in Yemen; a total of 282 respondents have collected. Modeling of structural equations (SEM) has been used to demonstrate and analyze the relationship among variables. Findings-Research findings some hypotheses associated with this study were accepted (celebrity expertise, celebrity likeability) where celebrity had a major influence on the intent of purchase for the consumer in terms of brand image. While the others were rejected (celebrity trustworthiness, celebrity attractiveness), It was also found that there is an important and direct correlation between brand image and customer buying intention. Discussion-In choosing a celebrity to endorse the brand marketers have to be cautious because the right qualities of the endorsement often contribute to the consumer's interest and the desire to purchase the item. For Yemeni consumer advertisers should concentrate more on the expertise of celebrities and the likeability of celebrities to enhance the brand image which ultimately leads to increased consumer buying intent.

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How Influencers Weave the Digital Web of Purchase Intention: Trust, Expertise, Similarity and Attraction

Yadav,

Singh,

Kumari

2023

ShodhKosh J. Vis. Per. Arts

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INTRODUCTION: Influencer marketing has evolved from the Pre-internet era to the era of advanced technology and artificial intelligence (Dwivedi et. al 2021) from the perspective of the larger evolution of marketing. PURPOSE: This paper aims to investigate the impact of influencer credibility, i.e., trustworthiness, attractiveness, expertise, and Similarity, on consumer purchase intention. RESEARCH METHODOLOGY: The data from 179 respondents were collected using a structured questionnaire through a convenient sampling method and gathered data were analysed through (CFA) Confirmatory factor analysis and Structure Equation Modelling using SPSS Amos version 23. FINDINGS: The Result demonstrated that attractiveness, expertise, and similarity have a significant positive correlation with intent to purchase. H1 (Attractiveness), H3(expertise), and H4(similarity) were accepted. On the other hand, trustworthiness did not have a significant positive correlation with the intent to purchase. Therefore, H2(trustworthiness) was not supported. The trustworthiness did not impact the purchase intention, and H2 was rejected

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A confirmatory factor analysis of the source model for celebrity endorsement

Cited by 4 publications

References 35 publications

The Effectiveness of Fashion Influencers in Influencing the Purchase Interest of Millennial Generation Consumers in Indonesia

The Effectiveness of Fashion Influencers in Influencing the Purchase Interest of Millennial Generation Consumers in Indonesia

Effect of Celebirity Endorsement on Consumers Purchase Intention in the Mediation Effect of Brand Image

How Influencers Weave the Digital Web of Purchase Intention: Trust, Expertise, Similarity and Attraction

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