The Impact of Celebrity Endorsement on Consumer Purchase Intention: An Emerging Market Perspective

2019 ◽  
Vol 27 (1) ◽  
pp. 103-121 ◽  
Author(s):  
Kofi Osei-Frimpong ◽  
Georgina Donkor ◽  
Nana Owusu-Frimpong
Keyword(s):  
Purchase Intention ◽  
Emerging Market ◽  
Celebrity Endorsement ◽  
Consumer Purchase Intention ◽  
The Impact ◽  
Market Perspective

INFLUENCE OF DIGITAL MEDIA MARKETING AND CELEBRITY ENDORSEMENT ON CONSUMER PURCHASE INTENTION

2021 ◽  
Vol 14 (8) ◽  
pp. 145-158
Author(s):  
Raj Kumar Singh ◽  
Bijay Prasad Kushwaha ◽  
Tushita Chadha ◽  
Vivek Anand Singh
Keyword(s):  
Digital Media ◽  
Purchase Intention ◽  
Sampling Technique ◽  
Purchase Intentions ◽  
Purchase Intent ◽  
Celebrity Endorsement ◽  
Celebrity Endorsements ◽  
Consumer Purchase Intention ◽  
Marketing Tool ◽  
The Impact

Digital media marketing and celebrity endorsement have a significant impact on consumer purchase intent. The digital media marketing tools give marketers a competitive advantage in influencing customers and driving purchase intent toward their offerings. The study aims to examine the effectiveness of digital media as well as the impact of celebrity endorsements on consumer purchase intentions. The purposive sampling technique was used to collect responses from 523 residents of the tri-city Chandigarh using a structured questionnaire. The findings advocate that celebrity endorsement is a substantial marketing tool for driving consumer purchase intention via digital media platforms. The indirect effect of celebrity endorsement on consumer purchase intention was also significant when digital marketing media was used as a meditating variable. The data analysis and validation of the conceptual framework were carried out using the PLS-SEM. The study's implications are discussed.

scholarly journals The Rhetoric Of Celebrity Endorsement Strategy And Consumer Purchase Intention On Fast Moving Consumer Goods Among Al-Hikmah University Undergraduate Students

2020 ◽  
Vol 4 (3) ◽  
pp. 104-112
Author(s):  
B. A. Brimah ◽  
W. D. Olanipekun ◽  
G. A. Olorunlambe ◽  
S. Salawu
Keyword(s):  
Undergraduate Students ◽  
Consumer Goods ◽  
Purchase Intention ◽  
Retention Rates ◽  
Primary Data ◽  
Celebrity Endorsement ◽  
Dynamic Markets ◽  
Consumer Purchase Intention ◽  
The Impact ◽  
University Undergraduate Students

The ultimate goal of any business organization is to be prosperous in today’s increasingly competitive and dynamic markets where the cost of acquiring new customers has been found to be exponentially greater than that of maintaining existing ones, firms must continually explore ways of achieving higher customer retention rates. The building of a reputable brand image in the mind of the consumers is especially enhanced through the use of endorsers or spokespersons in the firm’s marketing communications; and celebrities are among the persons commonly used as endorsers or spokespersons in this regard. The main objective of this study was to examine the impact of celebrity endorsement on consumer purchase intention of consumer goods. Primary data through a structured questionnaire was used to elicit information from University undergraduate students. Hypothesis were tested using Pearson Product Moment Correlation Co-efficient (PPMCC) and Multiple Regression Analysis. Based on the findings of the study, it can be concluded that there are factors that significantly influences consumer purchase intention of celebrity endorsed products. Also, there is significant relationship between celebrity endorsement and consumer purchase intention. Similarly, celebrity endorsements significantly impact consumer purchase intention. It was therefore recommended that the strategy and creative execution of all celebrity endorsement deals should be one that will reinforce strongly and consistently the celebrity brand association to ensure that celebrities do not only evoke positive retains, but helps focus attention on the brand in the advertising. Keywords: celebrity endorsement, strategy, brand equity, consumer goods, purchase intention.

scholarly journals The Relationship of CSR Communication on Social Media with Consumer Purchase Intention and Brand Admiration

2021 ◽  
Vol 16 (5) ◽  
pp. 1217-1230
Author(s):  
Shuchi Gupta ◽  
Nishad Nawaz ◽  
Adel Abdulmhsen Alfalah ◽  
Rana Tahir Naveed ◽  
Saqib Muneer ◽  
...  
Keyword(s):  
Social Media ◽  
Purchase Intention ◽  
Structural Equation ◽  
Mediating Effect ◽  
Equation Modeling ◽  
Csr Communication ◽  
Consumer Purchase Intention ◽  
Relationship Of ◽  
The Impact ◽  
The Relationship

With the advent of the Internet and other digital technologies, contemporary businesses from all sectors are using social media for communication with consumers to engage them meaningfully with a brand. However, the use of social media for corporate social responsibility (CSR) communication is relatively new to the existing literature. Likewise, the impact of CSR communication through social media (CSR-S) on consumer emotions and behavior is, to date, underexplored. To address this, the present research aims to test the relationship of CSR-S on brand admiration and consumer purchase intention. The study proposes a direct relationship between CSR-S and purchase intention with a mediating effect of brand admiration. The data were collected from the banking consumers of Pakistan through a self-administered questionnaire. The authors distributed 800 questionnaires and received 463 questionnaires useful for data analysis, so the present research study response rate was around 59%. The data were analyzed using the structural equation modeling (SEM) technique in AMOS. The results revealed that CSR-S is positively related to purchase intention (β = 0.233). The results further showed that brand admiration partially mediates this relationship (β = 0.079). The survey respondents confirmed that their bank’s CSR communication helps enhance their purchase likelihood and their feelings of admiration for their bank. These findings will help policymakers at banking institutions better understand the importance of CSR communication on different social media platforms to achieve consumer-related outcomes.

The Impact of Social Network Marketing on University Students' Purchase Intention and How It Is Affected of Consumer Engagement

2020 ◽  
Vol 6 (2) ◽  
pp. 87-91
Author(s):  
Hartiwi Prabowo ◽  
Rini Kurnia Sari ◽  
Stephanie Bangapadang
Keyword(s):  
Social Network ◽  
Data Collection ◽  
University Students ◽  
Purchase Intention ◽  
Research Method ◽  
Quantitative Research ◽  
Consumer Engagement ◽  
Network Marketing ◽  
Consumer Purchase Intention ◽  
The Impact

The research conducted is to know the impact of social network marketing on consumer purchase intention and consumers who become research are active students at private universities in Jakarta, and how social network marketing also affect consumer engagement (as moderate variable). The research method used in this research is quantitative research method. A method of data collection used in this research is a questionnaire distributed to 119 university students. The results of this study showed that social network marketing has a strong and significant impact oncustomer engagement, customer engagementhas a strong and significant impact on consumer purchase intention, social network marketing has a strong and significant impact consumer purchase intention, and also there is a significant impact from social network marketing on consumer purchase intention through consumer engagement.

scholarly journals Analysis of Green Marketing Tools towards Consumer Purchase Intention in Kathmandu

2018 ◽  
Vol 1 (1) ◽  
pp. 37
Author(s):  
Shulov Shrestha
Keyword(s):  
Hypothesis Testing ◽  
Purchase Intention ◽  
Green Marketing ◽  
Primary Data ◽  
Green Products ◽  
The People ◽  
Consumer Purchase Intention ◽  
Green Packaging ◽  
The Impact ◽  
Structured Questionnaire

<p>The main purpose of this study is to examine the impact of green marketing tools on product choice and how green initiatives influence purchase intention of consumers. The research also attempts to examine the relationship between age, income, education, and occupation with consumer purchase intention in association with green marketing tools. The study is descriptive in nature and focuses on hypothesis testing using structured questionnaire and interview. Structured questionnaire is used to collect primary data from a sample size of 120 respondents focusing on employed, self-employed, students and homemakers. These groups are assumed to represent green purchase in today’s society. However, opinions of marketing professionals have also been considered. The survey population represents the people who go for shopping; data have also been collected from the point of purchase. Green purchase intention was seen to be incremental considering the increase in the level of education of individuals. Green marketing tools i.e., environmental belief, green packaging, green branding, green advertisement, green labelling has been taken into account to observe its significance towards consumer purchase intention. Likert scale questions with five-scalerating were used to do the hypothesis testing. The questions included statements in conjunction with the measure of green marketing tool’s influence over consumer purchase intention. The research revealed that green marketing tools played a significant role in inducing a positive purchase intention towards green products. While there exists growing preference towards green products, price plays a major role in product purchase.</p><p>Journal of Business and Social Sciences Research, Vol. 1, Issue 1, pp. 37-57</p>

Comparing retail formats in an emerging market

2014 ◽  
Vol 6 (1) ◽  
pp. 48-69 ◽  
Author(s):  
Gordhan K. Saini ◽  
Arvind Sahay
Keyword(s):  
Purchase Intention ◽  
Emerging Market ◽  
Retail Store ◽  
Policy Implications ◽  
Content Type ◽  
Consumer Responses ◽  
Consumer Purchase Intention ◽  
Low Levels ◽  
Low Price Guarantee ◽  
Retail Formats

Purpose – This study aims to examine the importance of credit and low price guarantee (LPG) on consumer purchase intention across types of retail store formats in an emerging market context. Design/methodology/approach – A 2 (kirana/modern retail)×2 (high/low LPG)×2 (credit/no credit) experimental design was used for this study. A sample of 200 respondents was asked about their purchase intention for a newly introduced hypothetical toothpaste brand and six hypotheses were tested. Findings – Findings show that credit and level of LPG determine consumer's purchase intention across store formats. The presence of credit and high LPG increases the purchase intention; however, relatively importance of these two varies by type of store. The absence of credit at kirana store definitely reduces the buying intention, while same is not true for modern retail store, where level of LPG is more important than the credit. Interestingly, buyer is likely to discount high LPG for a month's credit offered by a kirana store. Practical implications – The study can help practitioners and scholars to understand consumer responses to credit and LPG in buying decisions, and subsequently in designing a better product offer at a particular store format in emerging markets. Originality/value – Important insights are provided about the consumer behavior resulting from the presence or absence of credit and high or low levels of LPG in an emerging market context. The study also has public policy implications in a country where FDI in retail is a hotly debated topic.

scholarly journals THE IMPACT OF CONTEXTUAL MOBILE ADVERTISING ON CONSUMER PURCHASE INTENTION

2021 ◽  
Author(s):  
SONG-SONG ZHAO
Keyword(s):  
Purchase Intention ◽  
Past Research ◽  
Advertising Effectiveness ◽  
Mobile Advertising ◽  
Purchasing Intention ◽  
Development Direction ◽  
Contextual Advertising ◽  
Consumer Purchase Intention ◽  
The Impact ◽  
Practical Implications

Contextual mobile advertising, which has the advantages of strong interactivity and immersive experience, will be the development direction of Internet advertising in the future. Although past research has explored the effects of contextual mobile advertising, little research has studied the effect on consumers’ behavior from the perspective of contextual advertising traits. Thus, this study combined the Scene Theory and the Theory of Planned Behavior to construct the model of advertising effectiveness mechanism. By analyzing survey data from a representative sample of 340 mobile consumers, the validity of the model was proved. The results showed that contextual stimulation, contextual interaction, and content accuracy, as contextual factors in mobile advertising, can positively influence consumers’ attitudes toward mobile advertising, which in turn stimulate purchasing intention. The theoretical and practical implications of these findings were also discussed.

scholarly journals Impact of Status Consciousness on Consumer Purchase Intention and Brand Equity: the Mediating Role of Brand Associations

2020 ◽  
Vol 6 (1) ◽  
pp. 23-42
Author(s):  
Hayat M. Awan ◽  
Zara Hayat ◽  
Sahar Hayat ◽  
Rafia Faiz
Keyword(s):  
Brand Equity ◽  
Purchase Intention ◽  
Marketing Strategies ◽  
Brand Associations ◽  
Mediating Role ◽  
The Status ◽  
Consumer Purchase Intention ◽  
The Impact ◽  
Self Administered Questionnaire

This paper studies the impact of status consciousness on consumer’s purchase intention and brand equity. It also examines the mediating role of brand associations between status consciousness, purchase intention and brand equity. A self-administered questionnaire was developed and data was collected from a sample of 500 female customers. The results support that status conscious consumers develop associations towards the brands and so they intend to purchase those brands, thus raising the brand equity. The results obtained will help the marketers by focusing on developing strong brand associations for luxurious brands for the status conscious consumers. It will also help in developing marketing strategies specifically designed to promote luxurious brands to increase consumer’s purchase intention and brand equity.

scholarly journals CAUSALITY MODEL OF CONSUMER PURCHASE INTENTION ON ENVIRONMENTALLY FRIENDLY PACKAGING BEVERAGE PRODUCTS

2020 ◽  
Vol 10 (2) ◽  
Author(s):  
Muhammad Zulfiqar Mahmud ◽  
Widayat Widayat ◽  
Rahmad Wijaya
Keyword(s):  
Purchase Intention ◽  
Goodness Of Fit ◽  
Perceived Value ◽  
Environmentally Friendly ◽  
Equation Modeling ◽  
Ex Post ◽  
Company Reputation ◽  
Consumer Purchase Intention ◽  
Product Image ◽  
The Impact

This study aims to construct a correlational model for the determinant of consumer purchase intention on environmentally friendly packaging beverage products by examining the product image and company reputation as mediators in the association of green perceived value on consumer purchase intention with the ex-post facto quantitative approach. The target population is the community in Malang City, EastJava who is aware of the existence of cardboard packaging beverage products and intends to purchase the products. Data were collected by employing a questionnaire distributed online. 300 respondents were selected by convenience sampling. The collected data were analyzed using Structural Equation Modeling (SEM) by utilizing AMOS software. The final model was obtained with an adequate Goodness of Fit value.The structural model that has been successfully constructed shows that green perceived value has no significant effect on purchase intention. Besides, the product image and company reputation play a role in mediating the impact of Green Perceived Value on Purchase Intention.

How fashion influencers contribute to consumers' purchase intention

2020 ◽  
Vol 24 (3) ◽  
pp. 361-380 ◽  
Author(s):  
Youssef Chetioui ◽  
Hikma Benlafqih ◽  
Hind Lebdaoui
Keyword(s):  
Conceptual Model ◽  
Purchase Intention ◽  
Behavioral Control ◽  
Brand Attitude ◽  
Perceived Behavioral Control ◽  
Fashion Industry ◽  
Content Type ◽  
Factors Affecting ◽  
Consumer Purchase Intention ◽  
The Impact

PurposeThis study examines the impact of attitudes toward fashion influencers (FIs) on brand attitude and consumer purchase intention. It also aims to identify factors affecting consumers' attitudes toward FIs.Design/methodology/approachTo achieve this goal, the authors propose a conceptual model that combines the theory of planned behavior (TPB) and theoretical outcomes of prior literature related to influencer marketing. Based on data collected from 610 Moroccan respondents, the authors empirically test the conceptual model using a partial least squares (PLS) estimation.FindingsThis study illustrates that attitudes toward FIs positively impact brand attitude and consumer purchase intention. The authors also demonstrate that perceived credibility, trust, perceived behavioral control, perceived subjective norms, perceived expertise and perceived congruence positively impact attitudes toward FIs.Practical implicationsThe study findings help marketers and advertisers in the fashion industry to understand how influencer marketing contributes to consumer purchase intention. They also allow marketers to understand factors explaining attitudes toward FIs and therefore better select influencers capable of creating purchase intentions among existing and potential customers.Originality/valueThe present paper bridges a gap pertaining to antecedents and factors that impact attitudes toward FIs and consumer purchase intention. To the authors’ knowledge, this study is the first of its kind to investigate the impact of attitudes toward influencers on both brand attitude and purchase intention in the fashion industry.

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