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Celebrity Endorsement and Impulsive Buying Intentions in Social Commerce - The Case of Instagram in Indonesia: Celebrity Endorsement

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Listed:
  • Yu-Qian Zhu

    (National Taiwan University of Science and Technology, Taipei, Taiwan)

  • Dinna Amelina

    (National Taiwan University of Science and Technology, Taipei, Taiwan)

  • David C. Yen

    (Texas Southern University, Houston, USA)

Abstract

Based on the source credibility model and social network aspects, the authors investigated how endorsement on social media affects consumers' perception of the brand, attractiveness of the product, and ultimately, their impulse to buy. It was postulated that the endorsers' attractiveness, expertise, and trustworthiness, along with their interactivity with followers to be positively related with consumers' attitude toward the brand and merchandise attractiveness, which in turn led to impulse to purchase. These hypotheses were tested by conducting online survey with 204 participants in Indonesia. Study findings indicate that attitude toward brand was influenced by attractiveness and trustworthiness of the endorser, product attractiveness was positively associated with expertise and trustworthiness of the endorser. Brand attitude and merchandise attractiveness, in turn, are positively related to impulse to purchase.

Suggested Citation

  • Yu-Qian Zhu & Dinna Amelina & David C. Yen, 2020. "Celebrity Endorsement and Impulsive Buying Intentions in Social Commerce - The Case of Instagram in Indonesia: Celebrity Endorsement," Journal of Electronic Commerce in Organizations (JECO), IGI Global, vol. 18(1), pages 1-17, January.
    • Handle: RePEc:igg:jeco00:v:18:y:2020:i:1:p:1-17
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    Cited by:

    1. Djafarova, Elmira & Bowes, Tamar, 2021. "‘Instagram made Me buy it’: Generation Z impulse purchases in fashion industry," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    2. Kimiagari, Salman & Asadi Malafe, Neda Sharifi, 2021. "The role of cognitive and affective responses in the relationship between internal and external stimuli on online impulse buying behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    3. Zhitan Feng & Abdullah Al Mamun & Mohammad Masukujjaman & Qing Yang, 2023. "Modeling the significance of advertising values on online impulse buying behavior," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-17, December.
    4. Majid Zahmati & Seyed Morteza Azimzadeh & Mohammad Saber Sotoodeh & Omid Asgari, 2023. "An eye-tracking study on how the popularity and gender of the endorsers affected the audience’s attention on the advertisement," Electronic Commerce Research, Springer, vol. 23(3), pages 1665-1676, September.

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