The role of internet celebrities in purchase intention and impulse buying
by Massoud Moslehpour; Alaleh Dadvari; Pei-Kuan Lin; Erdenebaatar Odgerel
International Journal of Internet Marketing and Advertising (IJIMA), Vol. 20, No. 2, 2024

Abstract: With the introduction of social media, celebrity endorsement has become trendy, influencing commercial strategy. While the economic impact of impulsive purchasing is well known globally, a model is developed to investigate the relationship between internet celebrity endorsement and impulsive buying. The article looks into whether purchasing behaviour and e-WOM are linked to buying behaviour. An online survey of 426 using structural equation modelling (SEM) investigates the relationships among constructs. The results demonstrate a link between Internet celebrity endorsement and impulsive buying. Skincare purchase intent is closely linked to impulsive buying with electronic word of mouth as partial mediator. This study examines the impact of celebrity recommendations in cyberspace using planned behaviour, social identity, and response theory. It also shows how to efficiently recruit celebrity endorsers to increase client purchase intent, which promotes impulsive buying. Researchers and beauty product marketers can better understand consumer behaviour to target clients.

Online publication date: Wed, 10-Apr-2024

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