Predictors of Endorser Credibility Mediated by Attitude Towards Skincare Brands on Purchase Intention: A Study of University Students in Peru

In today’s digital marketing environment, where consumers continuously interact with social media content, the credibility of endorsers has become a key factor influencing purchase decisions, particularly in the skincare industry. This study examines how the qualities attributed to endorsers—their perceived honesty, personal attractiveness, and specialized expertise—are associated with purchase intentions for skincare products through the attitudes consumers develop towards the brand. The research was conducted in Arequipa, Peru. The study used a non-probabilistic sample, a cross-sectional design, where an online questionnaire was administered to 339 students from the Professional School of Advertising at the Catholic University of Santa María. After validating the consistency and adequacy of the measurement instruments, a structural equation model was used to evaluate each credibility dimension’s direct and indirect effects. The results reveal that none of the endorser characteristics directly affects purchase intentions; instead, all contribute to forging a favourable attitude towards the brand, and it is this attitude that, in turn, promotes the predisposition to purchase the products. These findings highlight the importance of selecting spokespersons who are popular and project integrity, charisma, and knowledge, as these qualities generate the emotional and cognitive connection necessary to translate the perception of credibility into effective purchasing behaviours.