The Mediating Effect of Herd Behavior and Brand Attitude towards the Impact of Spokesman Credibility, Source Fit, and Online Word-of-Mouth on Purchase Intention

Product endorsement has become a common marketing method. Many companies hire a famous person to act as the spokesman for the product and brand. They want to use the celebrity’s fame and attractiveness to promote their products and brands. However, is every celebrity suitable to be the spokesman for a product? In addition, in the era of advanced technology, whether the comments on the Internet and the credibility of the spokesman affect consumers’ purchase intention through herd behavior. And whether the credibility of the spokesman and the degree of source fit (the degree of fit between the spokesman and the product and brand) affect consumers’ purchase intention through brand attitude and heard behavior. To our best knowledge, no studies in the research literature have explored the relationships between spokesman credibility, source fit, herd behavior, brand attitude, online word-of-mouth, and purchase intention, where herd behavior and brand attitude are mediating variables. The research questionnaire was designed and distributed using an online questionnaire format, and the distribution period was from 6 April 2022, to 12 April 2022. In this study, a total of 203 valid questionnaires were obtained. According to the results, both online word-of-mouth and spokesman credibility had a significantly positive impact on consumers’ herd behavior, which will significantly increase consumers’ purchase intention. The credibility of the spokesman also had a significantly positive impact on consumers’ brand attitudes and, therefore, will significantly increase consumers’ purchase intention. Theoretical and managerial implications are provided.