The Effect of Celebrity Endorser Toward Purchase Intention: Negative Publicity as Moderator


Yanti Agustina(1*), Retno Tanding Suryandari(2), Erghana Kanza Kirana(3)

(1) Faculty of Economic and Business, Sebelas Maret University, Surakarta, Indonesia, Indonesia
(2) Faculty of Economic and Business, Sebelas Maret University, Surakarta, Indonesia, Indonesia
(3) Faculty of Economic and Business, Sebelas Maret University, Surakarta, Indonesia, Indonesia
(*) Corresponding Author

Abstract


The aim of this study was to examine the effect of celebrity endorsement, consumer engagement, brand loyalty, negative publication, and purchase intention. This study also aims to examine the moderating effect of negative publication on the relationship between celebrity endorsement and purchase intention. The research sample was 200 respondents and it was selected using a nonprobability sampling technique and using a purposive sampling technique with the research sample criteria being people who follow the XXX celebrity Instagram social media account for at least 3 months, are female and have Instagram social media. Data were collected by questionnaire, distributed online, and analyzed using a structural equation model (SEM) with partial least squares (PLS) as the method. The results showed that celebrity endorsement did not have a positive and significant effect on consumer engagement, but had a positive and significant effect on brand loyalty and purchase intention. Consumer engagement and brand loyalty have a positive and significant effect on purchase intention. The moderating effect shows that negative publication has no effect on the relationship between celebrity endorsement and purchase intention.


Keywords


celebrity endorsement, consumer engagement, brand loyalty, negative publication, purchase intention

Full Text:

PDF

References


Ali, A., Xiaoling, G., Sherwani, M., & Ali, A. (2018). Antecedents of consumers’ Halal brand purchase intention: an integrated approach. Management Decision, 56(4), 715–735. https://doi.org/10.1108/MD-11-2016-0785

Ardinindya, G. A., Djuwarsa, T., & Kusuma Dewi, R. P. (2021). Faktor Penentu Earning Per Share Perusahaan Properti dan Real Estate yang Terdaftar dalam Indeks Saham Syariah Indonesia. Journal of Islamic Economics and Business, 1(2). https://doi.org/10.15575/jieb.v1i2.15091

Chakraborty, U. (2019). The impact of source credible online reviews on purchase intention: The mediating roles of brand equity dimensions. Journal of Research in Interactive Marketing, 13(2), 142–161. https://doi.org/10.1108/JRIM-06-2018-0080

Chen, H., Zhang, S., Shao, B., Gao, W. dan Xu, Y. (2022), "How do interpersonal interaction factors affect buyers' purchase intention in live stream shopping? The mediating effects of swift guanxi". Internet Research. Vol. 32 No. 1, pp. 335-361. https://doi.org/10.1108/INTR-05-2020-0252

Djafarova, E., & Rushworth, C. (2017). Computers in Human Behavior Exploring the credibility of online celebrities ’ Instagram pro fi les in in fl uencing the purchase decisions of young female users. Computers in Human Behavior, 68, 1–7. https://doi.org/10.1016/j.chb.2016.11.009

Doyle, J. P., Pentecost, R. D., & Funk, D. C. (2014). The effect of familiarity on associated sponsor and event brand attitudes following negative celebrity endorser publicity. Sport Management Review, 17(3), 310–323. https://doi.org/10.1016/j.smr.2013.10.003

Dwivedi, A., Johnson, L. W., & McDonald, R. E. (2015). Celebrity endorsement, self-brand connection and consumer-based brand equity. Journal of Product and Brand Management, 24(5), 449–461. https://doi.org/10.1108/JPBM-10-2014-0722

Ferreira, A. G., Crespo, C. F., dan Mendes, C. (2021). “Effects of athletic performance and marketable lifestyle on consumers' engagement with sport celebrity's social media and their endorsements”. International Journal of Sports Marketing and Sponsorship

Ghozali, I. (2014). Structural Equation Modeling: Metode Alternatif Dengan Partial Least Square. Badan Penerbit Universitas Diponegoro.

Hackley, C., Hackley, R. A., & Bassiouni, D. H. (2018). Implications of the selfie for marketing management practice in the era of celebrity. Marketing Intelligence and Planning, 36(1), 49–62. https://doi.org/10.1108/MIP-07-2017-0124

Hair Jr, J. F., Sarstedt, M., Ringle, C. M., & Gudergan, S. P. (2017). Advanced issues in partial least squares structural equation modeling. sage publications.

Hani, S., Marwan, A., & Andre, A. (2018). ScienceDirect Review article The effect of celebrity endorsement on consumer behavior : Case of the Lebanese jewelry industry. AEBJ, 13(2), 190–196. https://doi.org/10.1016/j.aebj.2018.11.002

Hou, C., & Sarigöllü, E. (2022). Is bigger better? How the scale effect influences green purchase intention: The case of washing machine. Journal of Retailing and Consumer Services, 65(July 2021). https://doi.org/10.1016/j.jretconser.2021.102894

Jin, S. V., & Ryu, E. (2020). “I’ll buy what she’s #wearing”: The roles of envy toward and parasocial interaction with influencers in Instagram celebrity-based brand endorsement and social commerce. Journal of Retailing and Consumer Services, 55(November 2019), 102121. https://doi.org/10.1016/j.jretconser.2020.102121

Kim, S. (Sam), Choe, J. Y. (Jacey), & Petrick, J. F. (2019). The effect of celebrity on brand awareness, perceived quality, brand image, brand loyalty, and destination attachment to a literary festival. Journal of Destination Marketing and Management, 9(March), 320–329. https://doi.org/10.1016/j.jdmm.2018.03.006

Kim, S. H., Kim, M. S., & Lee, D. H. (2016). The effects of personality traits and congruity on customer satisfaction and brand loyalty: Evidence from coffee shop customers. In Advances in Hospitality and Leisure (Vol. 12). https://doi.org/10.1108/S1745-354220160000012001

Kim, S. S., Wang, K. C., & Ahn, T. H. (2013). Which endorser and content are most influential in Korean restaurant promotions? International Journal of Hospitality Management, 33(1), 208–218. https://doi.org/10.1016/j.ijhm.2012.08.005

Kowalczyk, C. M., & Royne, M. B. (2013). The moderating role of celebrity worship on attitudes toward celebrity brand extensions. Journal of Marketing Theory and Practice, 21(2), 211–220. https://doi.org/10.2753/MTP1069-6679210206

Lavuri, R., Chiappetta Jabbour, C. J., Grebinevych, O., & Roubaud, D. (2022). Green factors stimulating the purchase intention of innovative luxury organic beauty products: Implications for sustainable development. Journal of Environmental Management, 301(October 2021), 113899. https://doi.org/10.1016/j.jenvman.2021.113899

Lord, K. R., & Putrevu, S. (2009). Informational and Transformational Responses to Celebrity Endorsements. Journal of Current Issues and Research in Advertising, 31(1), 1–13. https://doi.org/10.1080/10641734.2009.10505253

Machado, J. C., Vacas-de-Carvalho, L., Azar, S. L., André, A. R., & dos Santos, B. P. (2019). Brand gender and consumer-based brand equity on Facebook: The mediating role of consumer-brand engagement and brand love. Journal of Business Research, 96(July), 376–385. https://doi.org/10.1016/j.jbusres.2018.07.016

Mccormick, K. (2016). Journal of Retailing and Consumer Services Celebrity endorsements : In fl uence of a product-endorser match on Millennials attitudes and purchase intentions. 32, 39–45. https://doi.org/10.1016/j.jretconser.2016.05.012

McLean, G., Osei-Frimpong, K., & Barhorst, J. (2021). Alexa, do voice assistants influence consumer brand engagement? – Examining the role of AI powered voice assistants in influencing consumer brand engagement. Journal of Business Research, 124(November 2020), 312–328. https://doi.org/10.1016/j.jbusres.2020.11.045

Meng, L. (Monroe), Duan, S., Zhao, Y., Lü, K., & Chen, S. (2021). The impact of online celebrity in livestreaming E-commerce on purchase intention from the perspective of emotional contagion. Journal of Retailing and Consumer Services, 63(July), 102733. https://doi.org/10.1016/j.jretconser.2021.102733

Munnukka, J., Uusitalo, O., & Toivonen, H. (2016). Credibility of a peer endorser and advertising effectiveness. Journal of Consumer Marketing, 33(3), 182–192. https://doi.org/10.1108/JCM-11-2014-1221

Osei-Frimpong, K., Donkor, G., & Owusu-Frimpong, N. (2019). The Impact of Celebrity Endorsement on Consumer Purchase Intention: An Emerging Market Perspective. Journal of Marketing Theory and Practice, 27(1), 103–121. https://doi.org/10.1080/10696679.2018.1534070

Ouyang, Z., Zhang, Y., & Hu, X. (2021). Negative publicity and potential applicants’ intention to apply amid a discrimination scandal: a moderated mediation model. Personnel Review, 50(1), 129–142. https://doi.org/10.1108/PR-09-2019-0510

Pezzuti, T., Leonhardt, J. M., & Warren, C. (2021). Certainty in Language Increases Consumer Engagement on Social Media. Journal of Interactive Marketing, 53, 32–46. https://doi.org/10.1016/j.intmar.2020.06.005

Ridwan, M. F. P., Mai, M. U., & . S. (2022). Analisis Komparatif: Pengaruh Makroekonomi pada Kinerja Reksa Dana Saham Syariah dan Konvensional. Journal of Islamic Economics and Business, 1(2). https://doi.org/10.15575/jieb.v1i2.15583

Rocha, P. I., Caldeira de Oliveira, J. H., & Giraldi, J. de M. E. (2020). Marketing communications via celebrity endorsement: an integrative review. Benchmarking, 27(7), 2233–2259. https://doi.org/10.1108/BIJ-05-2018-0133

Roy, S. (2018). Meaning transfer in celebrity endorsements: an explanation using metaphors. Journal of Marketing Communications, 24(8), 843–862. https://doi.org/10.1080/13527266.2016.1197294

Rutter, R.N., Barnes, S.J., Roper, S., Nadeau, J., dan Lettice, F. (2021), "Social media influencers, product placement and network engagement: using AI image analysis to empirically test relationships". Industrial Management & Data Systems. Vol. 121 No. 12, pp. 2387-2410. https://doi.org/10.1108/IMDS-02-2021-0093

Sääksjärvi, M., Hellén, K., & Balabanis, G. (2016). Sometimes a Celebrity with an Unattractive Public Image is the Best Product Endorser. European Journal of Marketing, 50(3/4), 421–441. doi:10.1108/ejm-06-2014-0346

Spry, A., Pappu, R., & Cornwell, T. B. (2011). Celebrity endorsement, brand credibility and brand equity. In European Journal of Marketing (Vol. 45, Issue 6). https://doi.org/10.1108/03090561111119958

Wei, P. S., & Lu, H. P. (2013). An examination of the celebrity endorsements and online customer reviews influence female consumers’ shopping behavior. Computers in Human Behavior, 29(1), 193–201. https://doi.org/10.1016/j.chb.2012.08.005

Yu, F., & Zheng, R. (2021). The effects of perceived luxury value on customer engagement and purchase intention in live streaming shopping. Asia Pacific Journal of Marketing and Logistics. https://doi.org/10.1108/APJML-08-2021-0564

Yu, M., Liu, F., Lee, J., & Soutar, G. (2018). The influence of negative publicity on brand equity: attribution, image, attitude and purchase intention. Journal of Product and Brand Management, 27(4), 440–451. https://doi.org/10.1108/JPBM-01-2017-1396

Yu, S., & Hu, Y. (2020). Journal of Retailing and Consumer Services When luxury brands meet China : The effect of localized celebrity endorsements in social media marketing. Journal of Retailing and Consumer Services, 54(January 2019), 102010. https://doi.org/10.1016/j.jretconser.2019.102010

Zakari, M., Dogbe, C. S. K., & Asante, C. (2019). Effect of celebrity endorsement on telecommunication companies’ reputation: The moderating role of celebrity characteristics. Management Research Review, 42(12), 1297–1314. https://doi.org/10.1108/MRR-12-2018-0470

Zhou, L., & Whitla, P. (2013). How negative celebrity publicity influences consumer attitudes: The mediating role of moral reputation. Journal of Business Research, 66(8), 1013–1020. https://doi.org/10.1016/j.jbusres.2011.12.025

Yang, W. (2018). “Star power: the evolution of celebrity endorsement research". International Journal of Contemporary Hospitality Management. Vol. 30 Issue: 1, pp.389-415




DOI: https://doi.org/10.15575/ks.v4i4.20238

Refbacks

  • There are currently no refbacks.


Copyright (c) 2022 Yanti Agustina et.al

Creative Commons License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

UIN Sunan Gunung Djati

Kota Bandung, Jawa Barat
Handphone: +6285961137790

E-mail: KSosial@uinsgd.ac.id

Lisensi Creative Commons

Khazanah Sosial  are licensed under Attribution-ShareAlike 4.0 International

Click Her For See Stats