Welcome to the InfoSci Platform
Reference Hub32
Celebrity Endorsement and Impulsive Buying Intentions in Social Commerce - The Case of Instagram in Indonesia: Celebrity Endorsement

Celebrity Endorsement and Impulsive Buying Intentions in Social Commerce - The Case of Instagram in Indonesia: Celebrity Endorsement

Yu-Qian Zhu, Dinna Amelina, David C. Yen
Copyright: © 2020 |Volume: 18 |Issue: 1 |Pages: 17
ISSN: 1539-2937|EISSN: 1539-2929|EISBN13: 9781799804819|DOI: 10.4018/JECO.2020010101
Cite Article Cite Article

MLA

Zhu, Yu-Qian, et al. "Celebrity Endorsement and Impulsive Buying Intentions in Social Commerce - The Case of Instagram in Indonesia: Celebrity Endorsement." JECO vol.18, no.1 2020: pp.1-17. http://doi.org/10.4018/JECO.2020010101

APA

Zhu, Y., Amelina, D., & Yen, D. C. (2020). Celebrity Endorsement and Impulsive Buying Intentions in Social Commerce - The Case of Instagram in Indonesia: Celebrity Endorsement. Journal of Electronic Commerce in Organizations (JECO), 18(1), 1-17. http://doi.org/10.4018/JECO.2020010101

Chicago

Zhu, Yu-Qian, Dinna Amelina, and David C. Yen. "Celebrity Endorsement and Impulsive Buying Intentions in Social Commerce - The Case of Instagram in Indonesia: Celebrity Endorsement," Journal of Electronic Commerce in Organizations (JECO) 18, no.1: 1-17. http://doi.org/10.4018/JECO.2020010101

Export Reference

Mendeley
Favorite Full-Issue Download

Abstract

Based on the source credibility model and social network aspects, the authors investigated how endorsement on social media affects consumers' perception of the brand, attractiveness of the product, and ultimately, their impulse to buy. It was postulated that the endorsers' attractiveness, expertise, and trustworthiness, along with their interactivity with followers to be positively related with consumers' attitude toward the brand and merchandise attractiveness, which in turn led to impulse to purchase. These hypotheses were tested by conducting online survey with 204 participants in Indonesia. Study findings indicate that attitude toward brand was influenced by attractiveness and trustworthiness of the endorser, product attractiveness was positively associated with expertise and trustworthiness of the endorser. Brand attitude and merchandise attractiveness, in turn, are positively related to impulse to purchase.

Request Access

You do not own this content. Please login to recommend this title to your institution's librarian or purchase it from the IGI Global bookstore.