(Tiểu luận) the effect of celebrity endorsement in customer purcharse intention the intermediary role of social interaction

1 BỘ GIÁO DỤC VÀ ĐÀO TẠO TRƯỜNG ĐẠI HỌC KINH TẾ QUỐC DÂN ~~~~~~*~~~~~~ ĐỀ ÁN CHUYÊN NGÀNH QUẢN TRỊ MARKETING ĐỀ TÀI : THE EFFECT OF CELEBRITY ENDORSEMENT IN CUSTOMER PURCHARSE INTENTION: THE INTERMEDIARY ROLE OF SOCIAL INTERACTION Họ tên Lớp Mã sinh viên Giáo viên hướng dẫn : : : : Dương Hồng Đức Quản trị Marketing 62C 11200834 Đinh Vân Oanh HÀ NỘI – 2023 Turnitin Originality Report Processed on: 09-Aug-2023 00:42 +07 Similarity by Source ID: 2143167633 Similarity Index Word Count: 7597 Submitted: 11% Internet Sources: Publications: Student Papers: 8% 3% 8% DACN K62 By Duc Duong Hong 3% match (Internet from 26-Mar-2023) https://journalofscience.ou.edu.vn/index.php/econ-vi/article/download/2126/1844 3% match (student papers from 23-Apr-2022) Submitted to National Economics University on 2022-04-23 2% match (student papers from 26-Jan-2023) Submitted to University of Westminster on 2023-01-26 1% match (Internet from 26-Oct-2015) http://esource.dbs.ie/bitstream/handle/10788/2192/mba_jatto_o_2014.pdf?seque 1% match (student papers from 30-May-2023) Submitted to Foreign Trade University on 2023-05-30 1% match (student papers from 22-May-2023) Submitted to Ho Chi Minh City University of Foreign Languages and Information Technology on 2023-05-22 1% match (student papers from 04-Mar-2023) Submitted to Myanmar Imperial College on 2023-03-04 BỘ GIÁO DỤC VÀ ĐÀO TẠO TRƯỜNG ĐẠI HỌC KINH TẾ QUỐC DÂN ~~~~~~*~~~~~~ Đ Ề ÁN CHUYÊN NGÀNH QUẢN TRỊ MARKETING ĐỀ TÀI : THE EFFECT OF CELEBRITY ENDORSEMENT IN CUSTOMER PURCHARSE INTENTION: THE INTERMEDIARY ROLE OF SOCIAL INTERACTION Họ tên Lớp Mã sinh viên Giáo viên hướng dẫn : Dương Hồng Đức : Quản trị Marketing 62C : 11200834 : Đinh Vân Oanh HÀ N ỘI – 2023 TABLE OF CONTENTS CHAPTER 1: INTRODUCTION 1.1 Rationale Research objectives and questions 2.1 Research objectives .7 2.2 Research question: 1.3 Research subject and scope 1.3.1 Research subject 1.3.2 Research scope 1.4 Research methodology 1.5 Thesis structure .8 CHAPTER 2: LITERATURE REVIEW 2.1 Theoretical foundations of celebrity endorsement and the relationship between celebrity endorsement and customer purchase intention .9 2.1.1 Celebrity 2.2.2 Celebrity Endorsement .9 2.2.3 Purchase Intention 2.2 Theoretical base 10 2.2.1 Source Credibility Model - SCM 10 2.2.2 Parasocial interaction – PSI 11 2.2.3 Theory of Planned Behaviour – TPB 12 2.3 Relationships between celebrity endorsement and purchase intention 12 2.3.1 Expertise 12 2.3.2 Trustworthiness .13 2.3.3 Attractiveness 14 2.4 Research gap 15 2.5 Research model 15 2.5.1 Proposed research model .15 2.5.2 Research hypotheses .16 CHAPTER 3: RESEARCH METHODOLOGY 18 3.1 Research design 18 CHAPTER 4: Researches findings and issues 21 4.1 Credibility scale analysis 21 4.2 Confirmatory Factor Analysis results (CFA) 21 4.3 Structural Equation Modeling Analysis results .23 4.3.1 Model validation for observations 23 4.3.2 Hypothesis testing 23 4.3.3 Verification of measurement models with regulatory variables .24 4.3.4 Testing hypotheses with regulatory variables .25 CHAPTER 5: Conclusions and implications for governance 27 REFERENCES 29 ABSTRACT: The primary objective of this research is to investigate how consumers perceive celebrity endorsements, which include factors like attractiveness, credibility, and expertise, in Facebook advertising The study specifically analyzes how each of these factors influences consumers' attitudes towards advertising and their behavioral intentions, with parasocial interaction playing a mediating role Additionally, the research assesses the moderating effect of homophily on the connection between celebrity endorsements and parasocial interaction To empirically test the research model , an online survey was conducted among 500 Facebook users in Vietnam , focusing on the cosmetics and beauty industry The data's validity and reliability were evaluated using a structural equation TABLE OF CONTENTS CHAPTER 1: INTRODUCTION 1.1 Rationale 1.2 Research objectives and questions 1.2.1 Research objectives 1.2.2 Research question: .7 1.3 Research subject and scope 1.3.1 Research subject 1.3.2 Research scope 1.4 Research methodology 1.5 Thesis structure .8 CHAPTER 2: LITERATURE REVIEW 2.1 Theoretical foundations of celebrity endorsement and the relationship between celebrity endorsement and customer purchase intention .8 2.1.1 Celebrity 2.2.2 Celebrity Endorsement 2.2.3 Purchase Intention 2.2 Theoretical base 10 2.2.1 Source Credibility Model - SCM 10 2.2.2 Parasocial interaction – PSI .10 2.2.3 Theory of Planned Behaviour – TPB 11 2.3 Relationships between celebrity endorsement and purchase intention 12 2.3.1 Expertise 12 2.3.2 Trustworthiness 13 2.3.3 Attractiveness 14 2.4 Research gap 15 2.5 Research model .15 2.5.1 Proposed research model 15 2.5.2 Research hypotheses 16 CHAPTER 3: RESEARCH METHODOLOGY .18 3.1 Research design .18 CHAPTER 4: Researches findings and issues 21 4.1 Credibility scale analysis .21 4.2 Confirmatory Factor Analysis results (CFA) 21 4.3 Structural Equation Modeling Analysis results 23 4.3.1 Model validation for observations .23 4.3.2 Hypothesis testing .23 4.3.3 Verification of measurement models with regulatory variables 24 4.3.4 Testing hypotheses with regulatory variables 25 CHAPTER 5: Conclusions and implications for governance 27 REFERENCES .29 ABSTRACT: The primary objective of this research is to investigate how consumers perceive celebrity endorsements, which include factors like attractiveness, credibility, and expertise, in Facebook advertising The study specifically analyzes how each of these factors influences consumers' attitudes towards advertising and their behavioral intentions, with parasocial interaction playing a mediating role Additionally, the research assesses the moderating effect of homophily on the connection between celebrity endorsements and parasocial interaction To empirically test the research model, an online survey was conducted among 500 Facebook users in Vietnam, focusing on the cosmetics and beauty industry The data's validity and reliability were evaluated using a structural equation model The study's findings reveal several important insights: There is a sequential positive relationship between attractiveness, trustworthiness, and expertise with social interaction Consumers' social interaction positively impacts their attitude towards advertising on Facebook Social interaction positively influences consumers' purchase intention through Facebook advertising A positive association exists between the attitude towards advertising and customers' purchase intention Additionally, the findings show that homophily has a moderating impact on the association between celebrity endorsements (attractiveness, credibility) and Facebook users' parasocial interactions Document continues below Discover more Marketing from: Mar03 Đại học Kinh tế… 359 documents Go to course BT1 Premium Lsvhvn Thời kỳ 24 Bắc thuộc chống… Marketing 100% (2) Cơ Premium hội 2fewfwefwefefwe Marketing 100% (1) Premium Nhóm - Cocoon 65 don/t Marketing 100% (1) Premium Nextrans Startup Industry Report 2022 Marketing 100% (1) Thư mời Tự hào Việt Nam Trường Đại họ… Marketing None Giải pháp marketing CHAPTER 1: INTRODUCTION 1.1 Rationale 35 dịch vụ logistics tại… In the era of the 4.0 technological revolution, withMarketing people increasingly and bảnbrands online dependent on the Internet for daily activities, promoting products has become essential for every business or organization In a competitive environment, effective communication is crucial to capture consumer attention There are numerous communication strategies that advertisers can use to reach their target customers, and celebrity endorsements are a common tactic in advertising (Erdogan, Baker, & Tagg, 2001) Every day, hundreds of TV stars, movie actors, sports athletes, and other celebrities appear in advertisements on mainstream media (Abidin, 2018) This demonstrates that using celebrities is a preferred choice in the strategies of businesses Research indicates that celebrities can enhance attention levels (Charbonneau & Garland, 2010), foster positive attitudes towards products (Li & Cai, 2019), increase purchase intentions (Ahmed, Seedani, Ahuja, & Paryani, 2015; Jamil & Hassan, 2014; Khalid & Siddiqui, 2018), and cultivate brand loyalty (Subbiah & Sathish, 2020) The rise of social media and e-commerce also presents opportunities for celebrities to attract user attention and boost Internet traffic (Abidin, 2018) However, the frequent use of celebrity endorsements in advertising has led consumers to be skeptical about the authenticity and financial motives of the celebrities, which can negatively impact a brand's sustainable communication efforts Consumers often cope with persuasive efforts by being skeptical (Friestad & Wright, 1994; Nguyen, 2013) Celebrities' motivations for endorsing products are often doubted because consumers believe that celebrities only endorse products for financial gain and may not genuinely use or like the products (Tripp, Jensen, & Carlson, 1994) Consumers' negative attitude towards the motives and claims of celebrities is called skepticism, and this leads them to distrust advertising claims (Obermiller, Spangenberg, & MacLachlan, 2005; Zhang, Ko, & Carpenter, 2016) Nguyen (2013) None suggested that skeptical individuals are less likely to have positive attitudes towards celebrity endorsements in advertising In recent decades, parasocial interaction has been recognized in research analyzing the relationship between the audience and media personalities, TV hosts, celebrities, or other artists (Jin, Annie, & Namkee, 2009; Giles, 2002; Sood & Rogers, 2000) Studies have demonstrated that parasocial interaction in media positively influences consumers' purchase intentions (Zhang & Hung, 2020) Sokolova and Kefi's research (2019) surveyed users on YouTube and Instagram regarding their social interactions with online influencers However, there is still limited research on parasocial interaction between celebrities and their followers on social media platforms, especially on Facebook in Vietnam To create effective interactions between consumers and celebrities, especially on social media platforms, it is crucial to understand consumers' attitudes and the factors influencing their attitudes and intentions (Solis, 2011) Due to the development of social media, consumers can interact with celebrities in various ways Therefore, user perceptions will differ due to these varied interactions and individual differences in their perceptions of celebrities (Bright & Cunningham, 2012) Attitude is the best predictor of behavior and measures an individual's purchase intention because attitudes influence consumer decisions (Fill, 2009) Carrillat, Astous, and Lazure (2013) studied the influence of consumer attitudes towards celebrity scandals on their authenticity Earlier, Bright and Cunningham (2012) showed that consumers' attitudes towards the authenticity of athletes on Twitter were negative due to scandals in their personal lives There have been numerous studies on celebrity authenticity, both abroad and in Vietnam (Ahmed & et al., 2015; DonghWan & Youn-Kyung, 2015; Deshbhag & Mohan, 2020; Nguyen & Phan, 2018; Nguyen & Cao, 2019; Pham & Nguyen, 2015; Pham, Nguyen, Bui, & Ni, 2017; Pham & Quach, 2020; Subbiah & Sathish, 2020) However, these studies only explored its impact on consumer intentions and behavior through attitudes towards advertising or the brand without considering the influence of parasocial interaction between consumers and celebrities Due to consumer skepticism negatively affecting their attitudes towards advertising, this study aims to determine the impact of celebrity authenticity in advertising on consumer attitudes and purchase intentions through parasocial interaction Additionally, the study examines the moderating role of consumer homophily on the relationship between celebrity authenticity and parasocial interaction in the context of Facebook advertising 1.2 Research objectives and questions 1.2.1 Research objectives  Aim: - To identify the impact of celebrity endorsement on consumer’s purchase intention  Objectives: - To identify the impact of celebrity expertise on consumer’s purchase intention - To identify the impact of celebrity trustworthiness on consumer’s purchase intention - To identify the impact of celebrity attractiveness on consumer’s purchase intention - To identify the impact of consumer’s preference on endorsement type as a moderator on the relationship between celebrity endorsement attributes and consumer’s purchase intention 1.2.2 Research question: - How the expertise, trustworthiness and attractiveness of celebrity on social media as Facebook affect the purchase intention of customer? - How does the agreement of the customer on endorsement of celebrity has an impact on the relationship between celebrity endorsement attributes and consumer’s repeat purchase intention