Abstract
This study aims to examine the relationship between various factors related to celebrity endorsers, in this case physical appearance, celebrity congruence, attractiveness, expertise, celebrity identification and trustworthiness on the purchase intention of shoes and electronic products. Data were obtained through a survey of 355 consumers who were exposed to advertisements using celebrities as endorsers. Data analysis using Partial Least Squares-based structural equation modeling (PLS-SEM). The results of the analysis show that physical appearance and celebrity congruence have a significant positive effect on purchase intention. In addition, celebrity attractiveness and expertise also have a significant effect on celebrity identification. However, trustworthiness does not play a role in moderating the relationship between physical appearance, attractiveness and purchase intention. Furthermore, trustworthiness also does not play a role in moderating the relationship between celebrity congruence, expertise and celebrity identification. Finally, celebrity identification has a significant positive effect on product purchase intention. These findings indicate that celebrity endorser-related factors have a significant impact on consumer purchase intention, except for the role of trustworthiness in moderating the relationship between these variables.
References
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes,50 (2), 179-211. https://doi.org/10.1016/0749-5978(91)90020-T
Berscheid, E., & Reis, H. T. (1998). Attraction and Close Relationship (pp. 193-281). https://www.sas.rochester.edu/psy/people/faculty/reis_harry/assets/pdf/berscheidreis_1998_attraction.pdf
Biswas, C., Deb, S. K., Hasan, A. A. T., & Khandakar, M. S. A. (2021). Mediating effect of tourists' emotional involvement on the relationship between destination attributes and tourist satisfaction. Journal of Hospitality and Tourism Insights,4 (4), 490-510. https://doi.org/10.1108/JHTI-05-2020-0075
Boatwright, B., & Freberg, K. (2022). Social media and sport marketing in North America. The Routledge Handbook of Digital Sport Management, 206-216. https://doi.org/10.4324/9781003088899-18
Chaiken, S. (1980). Heuristic versus systematic information processing and the use of source versus message cues in persuasion. Journal of Personality and Social Psychology,39 (5), 752-766. https://doi.org/10.1037/0022-3514.39.5.752
Cialdini Robert B. (2007). Threat and Violence Interventions: The Effective Application of Influence - James S. Cawood
Cohen, J. (2001). Defining Identification: A Theoretical Look at the Identification of Audiences with Media Characters. Mass Communication and Society,4 (3), 245-264. https://doi.org/10.1207/S15327825MCS0403_01
Dion, K., Berscheid, E., & Walster, E. (1972). What is beautiful is good. Journal of Personality and Social Psychology,24 (3), 285-290. https://doi.org/10.1037/H0033731
Erdogan, B. Z., Baker, M. J., & Tagg, S. (2001). Selecting celebrity endorsers: The practitioner's perspective. Journal of Advertising Research,41 (3), 39-48. https://doi.org/10.2501/JAR-41-3-39-48
Fiske, S. T., & Taylor, S. E. (2013). Social Cognition: From Brains to Culture. Social Cognition: From Brains to Culture. https://doi.org/10.4135/9781529681451
Freberg, K., Graham, K., McGaughey, K., & Freberg, L. A. (2011). Who are the social media influencers? A study of public perceptions of personality. Public Relations Review,37 (1), 90-92. https://doi.org/10.1016/J.PUBREV.2010.11.001
Hossain, M. S., Islam, T., Babu, M. A., Moon, M., Mim, M., Alam, M. T. U., Bhattacharjee, A., Sultana, M. S., & Akter, M. M. (2025). The influence of celebrity credibility, attractiveness, and social media influence on trustworthiness, perceived quality, and purchase intention for natural beauty care products. Cleaner and Responsible Consumption,17 , 100277. https://doi.org/10.1016/J.CLRC.2025.100277
Hwang, K., & Lee, B. (2019). Pride, mindfulness, public self-awareness, affective satisfaction, and customer citizenship behavior among green restaurant customers. International Journal of Hospitality Management,83 , 169-179. https://doi.org/https://doi.org/10.1016/j.ijhm.2019.05.009
Jamil, R. A., & Hassan, S. R. ul. (2014). Influence of celebrity endorsement on consumer purchase intention for existing products: a comparative study. Journal of Management Info,1 (4), 1-8. https://doi.org/10.31580/JMI.V4I1.18
Kamins, M. A. (1990). An Investigation into the "Match-up" Hypothesis in Celebrity Advertising: When Beauty May Be Only Skin Deep. Journal of Advertising,19 (1), 4-13. https://doi.org/10.1080/00913367.1990.10673175
Khan, S., Shahzad, S., Habib, N., & Qadir, G. (2016). Drivers of Celebrity Endorsement and Its Effect on Consumer's Buying Behavior: A Case Study of FMCGs in Peshawar. Journal of Business & Tourism,2 (1), 87-96. https://doi.org/10.34260/JBT.V2I1.31
Kim, H. K., Lee, K. Y., & Baek, W. Y. (2020). Effect of celebrity athlete endorsement on sporting goods consumers' brand passion and loyalty. Social Behavior and Personality,48 (5), checked-checked. https://doi.org/10.2224/SBP.9117
Kim, Y. J., Park, J. S., & Jeon, H. M. (2021). Experiential Value, Satisfaction, Brand Love, and Brand Loyalty toward Robot Barista Coffee Shop: The Moderating Effect of Generation. Sustainability 2021, Vol. 13, Page 12029,13 (21), 12029. https://doi.org/10.3390/SU132112029
Kleck, R. E., & Rubenstein, C. (1975). Physical attractiveness, perceived attitude similarity, and interpersonal attraction in an opposite-sex encounter. Journal of Personality and Social Psychology,31 (1), 107-114. https://doi.org/10.1037/H0076243
Ling, S., Zheng, C., & Cho, D. (2023). How Brand Knowledge Affects Purchase Intentions in Fresh Food E-Commerce Platforms: The Serial Mediation Effect of Perceived Value and Brand Trust. Behavioral Sciences 2023, Vol. 13, Page 672,13 (8), 672. https://doi.org/10.3390/BS13080672
Lou, C., & Yuan, S. (2019). Influencer Marketing: How Message Value and Credibility Affect Consumer Trust of Branded Content on Social Media. Journal of Interactive Advertising,19 (1), 58-73. https://doi.org/10.1080/15252019.2018.1533501
Mehrabian, A. R. (1974). An approach to environmental psychology. https://psycnet.apa.org/record/1974-22049-000?ref=nepopularna.org
Munnukka, J., Uusitalo, O., & Toivonen, H. (2016). Credibility of a peer endorser and advertising effectiveness. Journal of Consumer Marketing,33 (3), 182-192. https://doi.org/10.1108/JCM-11-2014-1221
Ohanian, R. (1990). Construction and Validation of a Scale to Measure Celebrity Endorsers' Perceived Expertise, Trustworthiness, and Attractiveness. Journal of Advertising,19 (3), 39-52. https://doi.org/10.1080/00913367.1990.10673191
Petty, R. E., & Cacioppo, J. T. (1986). The Elaboration Likelihood Model of Persuasion. Advances in Experimental Social Psychology,19 (C), 123-205. https://doi.org/10.1016/S0065-2601(08)60214-2
Schouten, A. P., Janssen, L., & Verspaget, M. (2020). Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and product-endorser fit. International Journal of Advertising,39 (2), 258-281. https://doi.org/10.1080/02650487.2019.1634898
Shezi, N. (2022). Investigating the Role of Credibility of Sports Celebrity Endorsers Influencing Sports Celebrity Identification and Purchase Intention of Endorsed Brands. Market-Tržište,34 (1), 41-57. https://doi.org/10.22598/MT/2022.34.1.41
Shin, H. R., & Choi, J. G. (2021). The Moderating Effect of 'Generation' on the Relationships between Source Credibility of Social Media Contents, Hotel Brand Image, and Purchase Intention. Sustainability 2021, Vol. 13, Page 9471,13 (16), 9471. https://doi.org/10.3390/SU13169471
Solomon, M. R. (1983). The Role of Products as Social Stimuli: A Symbolic Interactionism Perspective. Journal of Consumer Research,10 (3), 319-329. https://doi.org/10.1086/208971
Spry, A., Pappu, R., & Cornwell, T. B. (2011). Celebrity endorsement, brand credibility and brand equity. European Journal of Marketing,45 (6), 882-909. https://doi.org/10.1108/03090561111119958
Tajfel H, & Turner, J. (n.d.). An integrative theory of intergroup conflict. Retrieved July 25, 2025
Zhou, R., & Tong, L. (2022). A Study on the Influencing Factors of Consumers' Purchase Intention During Livestreaming e-Commerce: The Mediating Effect of Emotion. Frontiers in Psychology,13 , 903023. https://doi.org/10.3389/FPSYG.2022.903023
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.