Emotional Intelligence as a Mediator between Celebrity Endorsement and Gen-Z Consumer Behavior in Malaysia

Zainora Hayat@Hudi, Lee Hui Ping, Rudzi Munap, Muhammad Izwan Mohd Badrillah and Yarshini Arivanandan
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Zainora Hayat@Hudi: Faculty of Business, UNITAR 47301 Petaling Jaya, Selangor, Malaysia
Lee Hui Ping: Faculty of Business, UNITAR 47301 Petaling Jaya, Selangor, Malaysia
Rudzi Munap: Faculty of Business, UNITAR 47301 Petaling Jaya, Selangor, Malaysia
Muhammad Izwan Mohd Badrillah: Faculty of Business and Management, Universiti Teknologi MARA 42300 Puncak Alam, Selangor, Malaysia
Yarshini Arivanandan: N/A

International Journal of Research and Innovation in Social Science, 2025, vol. 9, issue 1, 3083-3096

Abstract: This study examines the mediating role of emotional intelligence in the relationship between celebrity influence and the purchasing behavior of Generation Z in Malaysia. In an era dominated by social media, celebrities have emerged as influential figures in shaping consumer preferences, particularly among younger generations. Despite the growing significance of celebrity endorsements, there remains limited research on the extent to which emotional intelligence influences or mediates this impact on consumer decision-making. This study seeks to address this gap by investigating how emotional intelligence affects the decision-making processes of Gen-Z consumers when exposed to celebrity endorsements. A quantitative research approach was employed, utilizing a survey to collect data from a representative sample of Gen-Z individuals in Malaysia. The survey assessed the levels of emotional intelligence, the impact of celebrity endorsements, and purchasing behavior. Statistical analyses were conducted to explore the relationships between these variables and to determine whether emotional intelligence acts as a mediator between celebrity influence and consumer purchasing decisions. The results of the study reveal that emotional intelligence significantly mediates the relationship between celebrity influence and the purchasing behavior of Gen-Z consumers. Specifically, the study found that emotional intelligence enhances the perceived credibility and emotional appeal of celebrity endorsements, which, in turn, influences purchasing decisions. This suggests that the emotional connection fostered through celebrity endorsements is crucial for Gen-Z consumers, and that marketers should consider the role of emotional intelligence when crafting celebrity-based marketing campaigns. The findings of this study have practical implications for marketers and brands seeking to engage effectively with the Gen-Z demographic. By understanding the mediating role of emotional intelligence, brands can refine their marketing strategies to better resonate with this consumer group. This study contributes to the existing body of knowledge by highlighting the importance of emotional intelligence in the context of celebrity endorsements, offering valuable insights into the psychological mechanisms that drive purchasing behavior among Gen-Z consumers in Malaysia.

Date: 2025
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