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

Yu-Qian Zhu, Dinna Amelina and David C. Yen
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Yu-Qian Zhu: National Taiwan University of Science and Technology, Taipei, Taiwan
Dinna Amelina: National Taiwan University of Science and Technology, Taipei, Taiwan
David C. Yen: Texas Southern University, Houston, USA

Journal of Electronic Commerce in Organizations (JECO), 2020, vol. 18, issue 1, 1-17

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.

Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:igg:jeco00:v:18:y:2020:i:1:p:1-17

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