Modelling the significance of celebrity endorsement and consumer interest on attitude, purchase intention, and willingness to pay a premium price for green skincare products

Mamun, Abdullah Al; Naznen, Farzana; Yang, Qing; Ali, Mohd Helmi; Hashim, Nik Mohd Hazrul Nik

doi:10.1016/j.heliyon.2023.e16765

Cited by 20 publications

(12 citation statements)

References 81 publications

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“…The followers' admiration of the celebrity endorser on social media is a crucial factor that positively influences consumers' attitudes toward their endorsed brands (Al Mamun et al, 2023). Moreover, the follower-celebrity parasocial relationship motivates the use of social media to support celebrity-endorsed products (Kim and Kim, 2020).…”

Section: Role Of Celebrities In Consumer Relationshipmentioning

confidence: 99%

Celebrity endorsers and social media influencers for leveraging consumer advocacy and relationship intentions – a multivariate mediation analysis

Kalam,

Goi,

Tiong

2023

MIP

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PurposeThe purpose of this study is to explore the comparative effects of mainstream celebrities and social media influencers on consumer advocacy and relationship intentions. The study also examines the direct and serial mediation effects on those relationships.Design/methodology/approachThe survey questionnaire was used to collect data from 718 respondents throughout Malaysia, with convenience and snowball sampling techniques employed. The data were analyzed based on the structural equation modeling (SEM) approach through the AMOS version 24. The PROCESS MACRO v-4.20 was applied to evaluate mediating effects in the model.FindingsThe results reveal that celebrity endorsers' involvement in social media significantly influences the uses of social media, which also impacts the attitudes and, subsequently, consumer relationship and advocacy intentions. The study found that mainstream celebrities and social media influencers effectively promote brands, and it discovered insignificant differences in their effects on the analyzed relationships.Research limitations/implicationsThis study has been conducted on consumers in Malaysia; it may have different effects on consumers in other countries.Practical implicationsBrand managers and policymakers may benefit from following the study's guidelines for making consumer relationship and advocacy intentions by celebrity endorsers and uses of social media.Social implicationsThe brand community can benefit from tightening their social bondage by sharing and managing crucial information from celebrities and using social media.Originality/valueThe study explores the effects of mainstream celebrities on consumer relationship and advocacy intentions using social media networks and managing consumer attitudes.

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Section: Role Of Celebrities In Consumer Relationshipmentioning

confidence: 99%

Celebrity endorsers and social media influencers for leveraging consumer advocacy and relationship intentions – a multivariate mediation analysis

Kalam,

Goi,

Tiong

2023

MIP

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“…Additionally, perceptions of cosmetic products have changed during the pandemic, reflecting an increase in skincare sales as a global phenomenon (Choi et al, 2022). In the post-pandemic period, consumers have rated the condition of their skin as much worse due to working in front of monitors, wearing masks, and the heavy use of disinfectants (A. Al Mamun et al, 2023). Several commercial reports (Broom, 2022;Lim, 2022) have suggested that health awareness has increased during and after the pandemic, leading to a boom in green cosmetic alternatives.…”

Section: Theoretical Background and Hypotheses Developmentmentioning

confidence: 99%

Unraveling green personal care: Exploring the shift in consumer values and stages of change toward green consumption

Szaban,

Szymkowiak,

Caniëls

2023

Glob Bus Org Exc

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The personal care market has seen a significant increase in environmentally‐conscious or “green” products, driven by a heightened sensitivity to environmental issues. In this study, we broaden the scope of the Theory of Planned Behavior (TPB) by including constructs related to health consciousness (HC), concern with personal appearance (CPA), and environmental product value (EPV). Our research explores the complex relationship between purchase intention (PI) and the various stages of change (SOC) associated with the consumption of products in the green category. The investigation examines the unique factors that combine attitudes and intentions while simultaneously analyzing the socio‐demographic influences on the progressive stages of behavioral change. By employing techniques such as structural equation modeling and variance analysis on an extensive dataset collected from 679 participants, our findings reveal a positive correlation between PI and the SOC. Notably, aspects of HC, CPA, and the EPV significantly influence attitudes toward green personal care products (GPCPs). The conclusions drawn from this study resonate with deep theoretical implications and simultaneously provide a substantial and practical framework for commercial enterprises.

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“…Celebrity endorsements in destinations constitute a viable tool for boosting destination earnings and fame (Kotler, Haider, & Rein, 1993). In the Global North, celebrity endorsement has been used extensively (Al Mamun, Naznen, Yang, Ali, & Hashim, 2023;Jia, 2023). Celebrities are contracted to showcase destinations' beauty to travellers (Chan, Lee, & Wong, 2018), which boosts earnings.…”

Section: Introductionmentioning

confidence: 99%

The role of celebrity involvement in influencing domestic tourists’ intention to visit Tanzania’s attractions: attitude as a mediating variable

Kara

2024

IHR

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PurposeAlthough previous studies have examined the influence of celebrity involvement in behavioural intentions, the role of celebrity dimensions such as attraction, self-expression and centrality in influencing tourists’ intention in the context of developing countries such as Tanzania remains largely unaddressed. This study, therefore, examined the relationship between celebrity involvement and domestic tourists' intentions to visit tourist attractions, attitude being the mediating variable.Design/methodology/approachA questionnaire was self-administered on a convenient sample of 279 domestic tourists in the Tanzania’s four largest regions, namely, Dar es Salaam, Mbeya, Arusha and Mwanza. Employing a quantitative research approach, structural equation modelling was performed to test the cause-and-effect relationships between celebrity involvement and tourists’ intentions before testing the mediating role of attitude in such a relationship. Confirmatory factor analysis was also performed to test the measurement models.FindingsAttraction emerged to be the main determinant of the celebrity dimension that significantly influenced domestic tourists’ travel intentions, whereas attitude partially mediates such a relationship. Moreover, Bongo Fleva musicians, particularly Diamond Platnumz, one of the leading celebrities in this genre, were found to influence most of the respondents’ travel intentions – he posted a picture on his Instagram account of him touring the Serengeti National Park.Research limitations/implicationsThe study focused on domestic tourists residing in four of the Mainland Tanzania’s largest regions, hence excluding those residing on the islands of Unguja and Pemba. Due to cultural differences, including the islands not only could unleash new perspectives on celebrity involvement dimensions but also could have introduced new determinants of travel intentions.Practical implicationsThis study offers guidance to tourism businesses on designing their marketing campaigns that they should harness celebrity’s attractive qualities effectively. The focus should be directed not only towards linking destinations with celebrities but also on stimulating positive perception of those destinations, aligning with the attitudes of their followers.Social implicationsThe study has set out a new perspective for researchers, practitioners and tourism businesses to refine their promotional strategies and for academicians to gain a deeper understanding of visitor behavioural intention dynamics.Originality/valueThis study has proposed and verified that attraction is a dominant determinant compared to self-expression and centrality in explaining tourists’ travel intentions and attitudes, which play a significant role in explaining such a relationship. Although the study employed a modified theory of planned behaviour in a celebrity involvement study, the findings have broadened the understanding and its applicability in the context of a developing country.

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Modelling the significance of celebrity endorsement and consumer interest on attitude, purchase intention, and willingness to pay a premium price for green skincare products

Cited by 20 publications

References 81 publications

Celebrity endorsers and social media influencers for leveraging consumer advocacy and relationship intentions – a multivariate mediation analysis

Celebrity endorsers and social media influencers for leveraging consumer advocacy and relationship intentions – a multivariate mediation analysis

Unraveling green personal care: Exploring the shift in consumer values and stages of change toward green consumption

The role of celebrity involvement in influencing domestic tourists’ intention to visit Tanzania’s attractions: attitude as a mediating variable

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