An empirıcal study to determine the e-shopping behaviors of consumers

Sertoğlu, Ayşegül Ermeç; Örs, Hüsniye; Çatlı, Özlem

doi:10.17261/pressacademia.2017.413

Cited by 2 publications

(3 citation statements)

References 8 publications

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“…Additionally, it would be intriguing to explore the disparities among brand types, such as luxury versus affordable brands, and the influence of celebrity endorsement on purchase intention. For instance, despite its reputation as a luxury smartphone brand, Apple has refrained from using celebrity endorsements (Sertoglu, Catli, & Korkmaz, 2014). 2.…”

Section: Conclusion and Recommendationsmentioning

confidence: 99%

The Effect of Celebrity Endorsement on Purchase Intention

Tarigan,

Tandung,

Sutrisno

et al. 2023

IJFIS

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The utilization of celebrity endorsement as a marketing strategy has gained widespread popularity across various industries, including the electronic industry. The objective of this study is to assess the correlation between celebrity endorsement and purchase intention, specifically through brand image. The analysis compares the relationship between variables at two levels: industry and brand, each at varying levels of maturity. Results indicate that at the industry level, brand image plays a positive mediating role in the relationship between celebrity endorsement and purchase intention, despite a negative direct relationship between the two. At the brand level, celebrity endorsement has a negative impact on purchase intention for Samsung, while exhibiting no significant effect on Vivo brand. However, brand image positively mediates the relationship between the two. Furthermore, multigroup analysis reveals that the difference in effect between the two brands is not statistically significant.

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Section: Conclusion and Recommendationsmentioning

confidence: 99%

The Effect of Celebrity Endorsement on Purchase Intention

Tarigan,

Tandung,

Sutrisno

et al. 2023

IJFIS

View full text Add to dashboard Cite

show abstract

“…Whereas according to Ohanian, (1990), SMI's credibility is also multidimensional and is linked similarly to the theory of source credibility which is based on trust, knowledge, expertise, and attractiveness of the endorser. Several researchers considered attractiveness as an essential element for a source's credibility (Ohanian, 1990;Sertoglu et al, 2014;Jones et al, 2003). The SCM further elaborates that credible source is utilized to gain consumer acceptance and to influence consumers to believe, behave, attitude, and opinion (Sertoglu et al 2014).…”

Section: Brand Credibility (Bc)mentioning

confidence: 99%

“…Several researchers considered attractiveness as an essential element for a source's credibility (Ohanian, 1990;Sertoglu et al, 2014;Jones et al, 2003). The SCM further elaborates that credible source is utilized to gain consumer acceptance and to influence consumers to believe, behave, attitude, and opinion (Sertoglu et al 2014).…”

Section: Brand Credibility (Bc)mentioning

confidence: 99%

Consumer's Attitude Towards Sponsored Content and the Impact of Influencer's Credibility, Brand Credibility, and Influencer's Motive

Mohammad,

Wasim,

Rizvi

et al. 2023

sbsee

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Purpose: Sponsored content in the form of covert messages is deceptive on consumers' behalf. When a consumer is aware of the sponsored content, they infer influencer motives and starts to resist such content hurting engagement. Sponsored content also adds to consumers hence the rationale of this research study is to explore the impact of influencer credibility, sponsorship disclosure, and brand credibility on consumer's attitudes toward sponsored content. The mediating role of consumer inferences of influencer motives is the highlight of the study. The framework is assessed in the light of attribution theory. Research Design: The research has a cause-to-effect design. It elaborates on the relationship among the constructs with an underpinning theory. Data from the sample of 218 participants were analyzed and comprehended using PLS-SEM. Findings: The outcome of the study has identified that influencer credibility had a significant impact on consumer's attitudes toward sponsored content whereas, brand credibility and sponsorship disclosure showed a non-significant impact. Moreover, sponsorship disclosure moderated the impact between brand credibility and consumer resistance towards sponsored content. Lastly, consumer inference of influencer motives has a mediation effect between BC and CRSC. Practical Implications: The relative importance of influencer motives and sponsorship disclosure is established for the first time in the current research study. The new findings are a substantial contribution to the body of knowledge and the theory. The practical implications of the study are focused on the industry.

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An empirıcal study to determine the e-shopping behaviors of consumers

Cited by 2 publications

References 8 publications

The Effect of Celebrity Endorsement on Purchase Intention

The Effect of Celebrity Endorsement on Purchase Intention

Consumer's Attitude Towards Sponsored Content and the Impact of Influencer's Credibility, Brand Credibility, and Influencer's Motive

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