ABSTRACT
The purpose of this study was to investigate the impacts of internet celebrity endorsement on Mongolian purchase intention towards foreign beauty products. This study used a quantitative research methodology to examine the proposed hypotheses. A sample of 530 Mongolian social media community users aged 18 to 50 was collected by online questionnaire. Structural Equation Modeling (SEM) was used as statistical methods to analyze the relationships and mediate effects between variables. The finding showed that internet celebrity endorsement had significant positive influence on Word-of-Mouth, consumer buying behavior and purchase intention. This study will provoke new insights of future researchers and practitioners of beauty product industries, especially in Mongolian market. Moreover, beauty company will have a better understanding of the impacts of internet celebrity endorsement on consumers' purchasing intention and behavior towards foreign beauty products so as to improve their business practices.
- Kawa, L. W., Rahmadiani., S.F., Kumar, S. (2013). Factor affecting consumer decision-making: a survey of young-adults on imported cosmetic in Jabodetabek, Indonesia. The SIJ Transactions on Industrial, Financial & Business Management (IFBM), 1(5).Google Scholar
- U.S Food & Drug Administration, retrieved from https://www.fda.gov/Cosmetics/Labeling/Regulations/Google Scholar
- Mongolian Customs Foreign Trade Statistical Information (2018) retrived from http://www.customs.gov.mn/en/services/tradeGoogle Scholar
- Scarborough, M. N. and Zimmer, W. T. (1996). Effective Small Business Management, (5th Edition). United Kingdom: Prentice Hall International LtdGoogle Scholar
- Biswas, S., Hussain, M., & O'Donnell. (2009), Celebrity endorsements in advertisements and consumer perceptions: a cross-cultural study. Journal of Global Marketing, 22 (2), 121--137.Google ScholarCross Ref
- Bergkvist, L. and Zhou, Q. C. (2016). Celebrity endorsements: a literature review and research agenda. International Journal of Advertising, 35(4), 642--663.Google ScholarCross Ref
- Keel, A. and Nataraajan, R. (2012). Celebrity Endorsements and Beyond: New Avenues for Celebrity Branding, Psychol. Mark., 29, 690--703.Google ScholarCross Ref
- Abidin, C. (2018). From Internet Celebrities to Influencers. Internet Celebrity: Understanding Fame Online (Society Now), Emerald Publishing Limited, pp. 71--98Google Scholar
- Spielman, H. M. (1981). The Celebrity sell: Making it work. Marketing Times, 28, 13--14Google Scholar
- Schiffman, L. G., Hansen, H. H. and Kanuk, L. (2012). Consumer Behavior, Financial Times Prentice Hall.Google Scholar
- Hwang, K. and Zhang, Q (2018). Influence of parasocial relationship between digital celebrities and their followers on followers' purchase and electronic word-of-mouth intentions, and persuasion knowledge. Computer in Human Behavior, 87, 155--173.Google ScholarCross Ref
- Dotson, M. J., & Hyatt, E. M. (2005). Major Influence Factors in Children's Consumer Socialisation. Journal of Consumer Marketing, 22(1), 35--42Google ScholarCross Ref
- Lee, J., Park, D. H and Han, I. (2008). The Effect of Negative Online Consumer Reviews on Product Attitude: An Information Processing View. Electronic Commerce Research and Aplications, 7(3) 341--351.Google ScholarDigital Library
- Solomon, M.R. (2013), Consumer behavior: buying, having, and being. 10th ed. Global ed. Harlow: Pearson cop.Google Scholar
- Amstrong, G. & Kotler, P. (2003). Marketing: an introduction. 6th ed. New Jersey: Prentice Hall.Google Scholar
- Strauss, J. and Frost, R. (2012). E-Marketing. Pearson Prentice Hall, São Paulo.Google Scholar
- Deepika, C., Kanchan, N., and Neeta, V. (2015). Study of Impact of Celebrity Endorsement on Consumer Buying Behavior. International Conference on Technology and Business Management, 417--423.Google Scholar
- Mohebi, M. M., and Khani, N. (2014). Structural pattern of relationship between brand awareness, brand attachment, brand experience, brand loyalty, brand equity, brand preference and intention to purchase. Applied Mathematics in Engineering, Management and Technology, 2(5), 288--299.Google Scholar
- Dodds, W., Monroe, B. K. B. and Grewal. D. (1991). Effects of price, brand, and store information on buyers' product evaluations. Journal of Marketing Research, 28 (3), 307--319.Google Scholar
- Schiffman, L.G. and Kanuk, L.L. (2007), Consumer Behavior, ninth ed. Prentice-Hall Inc, NJ.Google Scholar
- Sparks, B. and Browning, V. (2011). The Impact of Online Reviews on Hotel Booking Intentions and Perception of Trust, Tourism Management, 32 (6), 1310--1323.Google ScholarCross Ref
- Fishbein, M. and Ajzen, I. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research, Reading, MA: Addison-Wesley.Google Scholar
- Balter, D. & Butman, J. (2005). Grapevine: The New Art of Word-of-Mouth Marketing. London: Penguin Group.Google Scholar
- Lundeen, H. K., Harmon, L. C., & McKenna-Harmon, K. M. (1995). Service recovery in commercial real estate management. Journal of Property Management, 60 (3), 30--2.Google Scholar
- Zeithaml, V., Berry, L. and Parasuraman, A. P. (1993). The Nature and Determinant of Customer Expectation of Service. Journal of the Academy of Marketing Science, 21, 1--12.Google ScholarCross Ref
- Murray, K. (1991). A test of services marketing theory: consumer information acquisition activities. Journal of Marketing, 55 (1), 10--25.Google ScholarCross Ref
- Seiders, K. and Berry, S. (1998). Service fairness: what it is and why it matters, Academy of Management Perspective, 12 (2)Google Scholar
- Ennew, C.T., Banerjee, A.K. and Li, D. (2000). Managing word of mouth communication: empirical evidence from India. The International Journal of Bank Marketing, 8 (2), 75--83.Google ScholarCross Ref
- File, K.M., Cermak, D.S.P. and Prince, R.A. (1994). Word-of-mouth effects in professional services buyer behaviour. The Service Industries Journal, 14 (3), 301--314.Google ScholarCross Ref
- O'Shaughnessy, J. (2013). Consumer Behaviour: Perspective, Findings and Explanations, Red Globe PressGoogle Scholar
- Barska, A., and Śnihur, J. (2015). The role of Internet in marketing activities aimed at Gen Y consumers, based on selected regions of Poland, Czech Republic and Slovakia. Economic and Environmental Studies, Vol. 15 (2/34), 189--209.Google Scholar
- Rameshwari, P., Mathivanan, R. and Jeganathan, M. (2016). A study on Consumer Buying Behavior og Cosmetic Products in Thanjavur, Tamilnadu, India, Indo-Asia Journal of Multidisciplinary Research, 2 (3), 598--602.Google Scholar
- Desai, K. (2014), A study on consumer buying behavior of cosmetic products in kolhapur. Reviews of Literature, 1 (10), 2--11.Google Scholar
- Kaikati, J. G. (1987). Celebrity Advertising: A Review and Synthesis. International Journal of Advertising, 6 (2), 93--105.Google ScholarCross Ref
- Atkin, C. (1983), Effectiveness of Celebrity Endorsers. Journal of Advertising Research, 23, 57--61.Google Scholar
- Dean, H. D and Biswas, A. (2001). Third-Party Organization Endorsement of Products: An Advertising Cue Affecting Consumer Prepurchase Evaluation of Goods and Services. Journal of Advertising, 30 (4), 41--57.Google ScholarCross Ref
- Bowman, J. (2002), "Facing advertising reality". Media Asia, Vol.7, 26, 14--15.Google Scholar
- Chan, K., Ng, Y. L. and Edwin K. Luk. (2013). Impact of celebrity endorsement in advertising on brand image among Chinese adolescents. Young Consumers, 14 (2), 167--179.Google ScholarCross Ref
- Hennin-Thurau T., Gwinner, K.P., Walsh, G., and Gremler, D.D. (2004). Electronic word-of-mouth via consumer-opinion platform: What motivates consumers to articulate themselves on the internet?. Journal of Interactive Marketing, 18(1), 38--52.Google ScholarCross Ref
- Mazzarol, T., Sweeney, J., and Soutar, G. (2007). Conceptualizing word-of-mouth activity, triggers and conditions: an exploratory study. European Journal of Marketing, 41 (11/12), 1475--1494.Google ScholarCross Ref
- Spry A., Pappu, R. and Bettina, T. C. (2011). Celebrity endorsement, brand credibility and brand equity. European Journal of Marketing, 45 (6), 882--909.Google ScholarCross Ref
- Chan, Y. Y. and Ngai, E. W. (2011). Conceptualizing electronic word of mouth activity: An input-process-output perspective. Marketing Intelligence & Planning, 29 (5), 488--516.Google ScholarCross Ref
- Thoumrungroje, A. (2014). The influence of social media intesity and EWOM on conspicuous consumption, Procedia - Social and Behavioural Sciences, 148, 7--15Google ScholarCross Ref
- Nouri, M. (2018). The Power of Inluence: Tradition Celebrity vs Social Media Influencer. Advanced Writing: Pop Culture Intersection, 32.Google Scholar
- Djafarova, E. and Trofimenko, O. (2017). Exploring the relationships between self-presentation and self-esteem of mothers in social media in Russia. Computers in Human Behavior, 73, 20--27.Google ScholarDigital Library
- Park, D. H. and Kim, S. (2008). The effects of consumer knowledge on message processing of electronic word-of-mouth via online consumer reviews. Electronic Commerce Research and Application, 7, 399--410Google ScholarDigital Library
- Bickart, B. and Schindler, R. M. (2001). Internet Forums as Influential Sources of Consumer Information. Journal of Interactive Marketing, 15, 31--40.Google ScholarCross Ref
- Filser, M. (1994). Le comportement du consommateur. (2nd ed.). Paris: Dalloz.Google Scholar
- John, E., Justie, N. and Biobelle, S. (2014). The influence of Word Of Mouth Communication on consumer Choice Of Selected Products In Nigeria. European Journal of Business and Management, 6, 22.Google Scholar
- Ranjbarian, B., Shekarchizade, Z. and Momeni Z. (2010). Celebrity endorser influence on attitude toward advertisements and brands. European Journal of Social Sciences, 13, 399--407Google Scholar
- McCracken, G. (1989). Cultural and Consumption: A Theoritical Account of Structure and Movement Of The Cultural Meaning Of Consumer Goods. Journal of Consumer Research, 13, 71--84.Google ScholarCross Ref
- Aurangzeb, D., Sami, G., Asrar, Z., & Bhutto, S. (2017). Impact of celebrity endorsement on customer's purchase intention: Evidence from university students of Karachi. Journal of Marketing and Consumer Research, 31, 14--21.Google Scholar
- Radha, G. and Jija, P. (2013). Influence of celebrity endorsement on the consumer's purchase decision. International journal of scientific and research publications, 3 (11), 1--28Google Scholar
- National Statistics Office of Mongolia, retrieved from http://www.en.nso.mn/Google Scholar
- Hair, J., Black, W., Babin, B., and Anderson, R. (2010). Multivariate Data Analysis: A Global Perspective.(7th ed). Upper Saddle River, New Jersey: Pearson Education.Google Scholar
- Gliem, J., and Gliem, R. (2003). Calculating, Interpreting, and Reporting Cronbach's Alpha Reliability Coefficient for Likert-Type Scales. Midwest Research to Practice Conference in Adult, Continuing, and Community Education.Google Scholar
- Baumgartner, H., and Homburg, C. (1996). Applications of structural equation modeling in marketing and consumer research: A review. International Journal Of Reserach in Marketing 13(2), 139--161.Google ScholarCross Ref
- Brown, T. (2006). Confirmatory Factor Analysis for Applied Research. New York, NY: Guilford press.Google Scholar
- Kline, R. (2016). Principles and practice of structural equation modeling (4th edition ed). New York, NY: Guilford.Google Scholar
- MacCallum, R., Browne, M., and Sugawara, H. (1996). Power analysis and determination of sample size for co-variance structure modeling. Psychological Methods, 1(2), 130--149Google ScholarCross Ref
- Andersen, J. C. and Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Phycological Bulletin, 705, 411.Google Scholar
- Madhusanka, J. (2017). Impact of celebrity endorsement on consumer buying behaviour in beauty soap industry (With special reference to the consumers in North Central Province in Sri Lanka). Kelaniya Journal of Management, 6(1).Google Scholar
- Sandra, M. (2018). The Role of Word Of Mouth and Celebrity Endorsement in online Consumer Brand Relationship: The Context Of Instagram. doi:10.15444/GMC2018.09.05.05.Google Scholar
- Lim, Y. J., Osman, A., Salahudin, S. N., Romle, A. R. and Abdullah, S. (2015). Factor Influencing Online Shopping Behavior: The Mediating Role of Purchase Intention, Procedia Economics and Finance, 35, 401--410.Google ScholarCross Ref
Index Terms
- Purchasing of Foreign Beauty Products in Mongolia: What Makes It and What Breaks It?
Recommendations
The trust model of enterprise purchasing for B2B e-marketplaces
Highlights- This study examined the relationships existed between the trusts in commodity information and purchasing intentions by the procurement personnel of the ...
AbstractElectronic commerce and online marketplaces have rapidly become critical transaction channels. Many studies of online marketing have focused on the purchasing behaviors of general buyers. However, many business to business (B2B) e-...
MGC, consumers’ engagement with MGC, WOM and consumers’ purchase intention: the case of Weibo platform
AbstractNowadays, consumers spend more time on and pay more attention to information on social media. Thus, firms are constantly concerned if marketer-generated content (MGC), consumers’ engagement with MGC and WOM could promote purchases; and if so, what ...
The Impact of Electronic Word of Mouth (eWOM) and Perceived Value on Young Customers’ Purchase Intention for Open-Shelf Cosmetic Products Shopping at Physical Drugstores
ICEBI '22: Proceedings of the 2022 6th International Conference on E-Business and InternetThe cosmetic industry is currently thriving as people gain satisfaction in purchasing beauty-enhancing products. The purpose of this study is to investigate the impact of eWOM and perceived value on young customers’ purchase intention for open-shelf ...
Comments