The Influence of Celebrity Endorsement on Consumer’s Attitude: A Study Case of Smartphone Brands in Jakarta, Indonesia

  • Abstract
  • Keywords
  • References
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  • Abstract

    This study analyzes the effect of celebrity endorsement on consumer’s attitude towards social media advertising as well as the effect of consumer’s attitude towards social media advertising on consumer’s purchase intention of smartphone brands in Jakarta. A survey was conducted on 404 university students in Bina Nusantara University. After conducting exploratory factor analysis (EFA) and multiple-regression analysis, the result indicates that consumer’s attitude towards social media advertising is positively affected by 4 factors: celebrity trustworthiness, celebrity liking, celebrity match-up with product and celebrity familiarity. Attitude towards social media advertising also has a positive impact on consumer’s purchase intention of smartphone brands in Jakarta.



  • Keywords

    Celebrity Endorsement, Consumer’s Attitude towards Social Media Advertising, Purchase Intention, Smartphone Brands

  • References

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      [3] Chan, K., Leung Ng, Y., &Luk, E. K. (2013). Impact of celebrity endorsement in advertising on brand image among Chinese adolescents. Young Consumers, 14(2), 167–179.

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      [7] Muda, M., Musa, R., &Putit, L. (2017). Celebrity Endorsement in Advertising: A double-edged Sword. Journal of ASIAN Behavioural Studies, 2(3), 21.

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Article ID: 19602
DOI: 10.14419/ijet.v7i4.4.19602

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