IRMA-International.org: Creator of Knowledge
Information Resources Management Association
Advancing the Concepts & Practices of Information Resources Management in Modern Organizations

Celebrity Endorsement and Impulsive Buying Intentions in Social Commerce - The Case of Instagram in Indonesia: Celebrity Endorsement

Celebrity Endorsement and Impulsive Buying Intentions in Social Commerce - The Case of Instagram in Indonesia: Celebrity Endorsement
View Sample PDF
Author(s): Yu-Qian Zhu (National Taiwan University of Science and Technology, Taipei, Taiwan), Dinna Amelina (National Taiwan University of Science and Technology, Taipei, Taiwan)and David C. Yen (Texas Southern University, Houston, USA)
Copyright: 2022
Pages: 19
Source title: Research Anthology on Social Media Advertising and Building Consumer Relationships
Source Author(s)/Editor(s): Information Resources Management Association (USA)
DOI: 10.4018/978-1-6684-6287-4.ch075

Purchase


Abstract

Based on the source credibility model and social network aspects, the authors investigated how endorsement on social media affects consumers' perception of the brand, attractiveness of the product, and ultimately, their impulse to buy. It was postulated that the endorsers' attractiveness, expertise, and trustworthiness, along with their interactivity with followers to be positively related with consumers' attitude toward the brand and merchandise attractiveness, which in turn led to impulse to purchase. These hypotheses were tested by conducting online survey with 204 participants in Indonesia. Study findings indicate that attitude toward brand was influenced by attractiveness and trustworthiness of the endorser, product attractiveness was positively associated with expertise and trustworthiness of the endorser. Brand attitude and merchandise attractiveness, in turn, are positively related to impulse to purchase.

Related Content

Nitesh Behare, Rashmi D. Mahajan, Meenakshi Singh, Vishwanathan Iyer, Ushmita Gupta, Pritesh P. Somani. © 2024. 36 pages.
Shikha Mittal. © 2024. 21 pages.
Albérico Travassos Rosário. © 2024. 31 pages.
Carla Sofia Ribeiro Murteira, Ana Cristina Antunes. © 2024. 23 pages.
Mario Sierra Martin, Alvaro Díaz Casquero, Marina Sánchez Pérez, Bárbara Rando Rodríguez. © 2024. 17 pages.
Poornima Nair, Sunita Kumar. © 2024. 18 pages.
Neli Maria Mengalli, Antonio Aparecido Carvalho. © 2024. 16 pages.
Body Bottom