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The Impact of Social Media Influencers on Purchase Intention and the Mediation Effect of Customer Attitude
Xin-Jean Lim,Aifa Rozaini bt Mohd Radzol,Jun-Hwa Cheah,Mun Wai Wong
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The practice of celebrity endorsements has proliferated over time. Now days it has become a pervasive element of advertising industry especially in India. Celebrity endorsement business has become a multi-million industry in India. Marketers use celebrity endorsers to influence the purchase decision of consumers in order to increase their sales and extend their market shares. This made the author curious to explore the impact of celebrity endorsements on consumer buying behaviour.This paper focuses on examining the perception of Indian consumers about celebrity endorsements, examining the celebrity attributes likely to influence consumer purchase intentions and finally the impact of celebrity endorsements on their purchase intention.This project begins with the review of existing literature available on celebrity endorsements, which provides an insight into the research topic and clarifies many important aspects related to the subject. A quantitative method is used for this research project to investigate the perceptions of the consumer, attributes and its subsequent impact on purchase intention. The data is collected through a questionnaire and later analysed using the data analysis software program SPSS.It was proven in this research that consumers find celebrity endorsements more attractive and influential as compared to non-celebrity endorsements. Moreover, the tested attributes show positive relationship with purchase intention. In other terms, celebrity attributes do impact the purchase intention of consumers. Finally, the results of the study prove that celebrity endorsements positively impact the purchase intention of the consumers.
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“The Impact of Social Media Influencers on Purchase Intention and the Mediation Effect of Customer Attitude” is a paper by Xin-Jean Lim Aifa Rozaini bt Mohd Radzol Jun-Hwa Cheah Mun Wai Wong published in the journal Asian journal of business research in 2017. It was published by Asia Business Research Corporation. It is a paper about Business, Mediation, Social science, Social media, Influencer marketing, World Wide Web, Sociology, Social psychology, Relationship marketing, Advertising, Marketing, Computer science, Marketing management, and Psychology. It has an Open Access status of “ bronze”. You can read and download a PDF Full Text of this paper here.