Title: The role of internet celebrities in purchase intention and impulse buying

Authors: Massoud Moslehpour; Alaleh Dadvari; Pei-Kuan Lin; Erdenebaatar Odgerel

Addresses: Department of Business Administration, Asia University 500, Lioufeng Rd., Wufeng, Taichung 41354, Taiwan; Department of Management, California State University, San Bernardino, 5500 University Parkway, San Bernardino, CA 92407, USA ' Department of Business Administration, National Central University, No. 300, Zhongda Rd., Zhongli District, Taoyuan City 32001, Taiwan ' Department of Business Administration, Asia University, 500, Lioufeng Rd., Wufeng, Taichung 41354, Taiwan ' DDISH TV Company, 14th Floor, 8th Khoroo Central Tower, Ulaanbaatar 14200, Sukhbaatar District, Mongolia

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.

Keywords: internet celebrity endorsement; ICE; electronic word-of-mouth; e-WOM; purchase intention; impulsive buying behaviour; IBB.

DOI: 10.1504/IJIMA.2024.137919

International Journal of Internet Marketing and Advertising, 2024 Vol.20 No.2, pp.141 - 163

Received: 08 Jul 2021
Accepted: 03 Jan 2022
Published online: 10 Apr 2024 *

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