Celebrity and Non-Celebrity Endorsers’ Credibility Influence on Consumer Purchase Intention

Abstract

This study examined the influence of celebrity and non-celebrity endorsers’ credibility on consumer purchase intention. Guided by the source credibility theory and the theory of planned behavior, the research analyzed how perceived expertise, trustworthiness, and attractiveness of endorsers affect consumers’ attitudes and purchasing decisions. The study employed a quantitative, non-experimental cross-sectional survey design involving selected consumers using stratified sampling. Data were gathered using a validated and reliable structured questionnaire and analyzed using mean, Pearson’s r, and regression analysis. Findings revealed that both celebrity and non-celebrity endorsers significantly influence consumer purchase intention, with credibility dimensions playing a crucial role in shaping consumer perceptions. Among the dimensions, trustworthiness and expertise emerged as the most influential predictors, while attractiveness showed a moderate effect. Furthermore, results indicated a significant positive relationship between endorser credibility and purchase intention. Regression analysis confirmed that endorser credibility significantly predicts consumer purchase intention, highlighting the effectiveness of credible endorsers in marketing strategies. The study concludes that both celebrity and non-celebrity endorsers are effective in influencing consumer behavior, provided they are perceived as credible. It is recommended that marketers carefully select endorsers who demonstrate high levels of trustworthiness and expertise to enhance consumer confidence and purchasing decisions. Future research may explore other factors influencing purchase intention and expand the scope to different demographic groups.