Celebrity Endorsement effectiveness on Conusmer's purchasing intention.

      Аннотация: Usefulness of endorsement of social media in marketing and how celebrity endorsement is managed in the same domain have not been adequately answered in the current literature. More specifically in spite of numerous theoretical and empirical studies that examine celebrity endorsement on traditional media, few studies have attempted to examine the relationship between Source Characteristics and Consumer Purchase Intention in the domain of social media. Furthermore, whether this relationship is differ from Male to Female not empirically investigated. Thus the purpose of this study is to examine the effectiveness of celebrity endorsement towards consumer’s purchasing intention. This study combines Source credibility and Source Attractiveness theories to oversee Source Characteristics factors on Consumer’s Purchasing Intention. As a result, Source Attractiveness dimensions namely Source Familiarity, Source Likeability and Source Similarity been introduced to the Source Characteristics, which is the main theoretical contribution.

Ключевые слова: Celebrity Endorsement, purchase intention, Source Characteristics