EXPLORING THE EFFECTIVENESS OF CELEBRITY ENDORSEMENT ON CONSUMERS’ PURCHASE INTENTION: A STRUCTURAL EQUATION MODELLING APPROACH

Abstract

Over the last decade, celebrity endorsement has grown in popularity as marketing tactic. Numerous industries have made extensive use of celebrity endorsers in the business realm. It’s been categorized as a lucrative and profitable marketing technique. Several investigations have demonstrated that the majority of consumers were impacted by a celebrity’s appearance in a commercial. It's common practice to employ celebrity endorsements in marketing campaigns. Therefore, the purpose of this study is to investigate how celebrity endorsements influence consumers’ intentions to make purchases. This research looks at the five aspects of celebrity endorsement— attractiveness (CA), credibility (CC), match-up congruence (CMC), likeability (CL) and expertise (CE). Data analysis has been done using SPSS 26.0 and AMOS 24.0 software. In order to look for model relationships, a self-administered structured questionnaire was given to 400 consumers. The results showed that celebrity attractiveness and expertise have a significant positive impact on consumers ‘purchase intention but celebrity credibility, match-up congruence and likeability have no significant impact on consumers ‘purchase intention. In order to help management achieve their marketing strategy goals, this research was carried outing selecting the finest celebrity and appropriate promotional tool.