The influence of celebrity endorsement on the intention to act on a social marketing campaign

Abstract

This study examines the influence of perceived level of expertise, trustworthiness and attractiveness of a celebrity endorser on the intention to act on a social marketing campaign, mediated by attitude towards celebrity endorser and attitude towards social marketing campaign. Two research questions were formulated for this research: “what is the influence of perceived expertise, trustworthiness and attractiveness of a celebrity endorser on the intention to act on a social marketing campaign, mediated by the attitude towards celebrity endorser?” and “what is the influence of perceived expertise, trustworthiness and attractiveness of a celebrity endorser on the intention to act on a social marketing campaign, mediated by the attitude towards social marketing campaign?” In order to give answer to these research questions, the data of a survey has been used. As expected, the influence of perceived level of expertise, trustworthiness and attractiveness of the celebrity endorser have a positive effect on the intention to act on a social marketing campaign, mediated by both mediators. This research also shows that perceived trustworthiness and the relationship mediated by attitude towards the social marketing campaign has the biggest effect on intention to act on social marketing campaign.