The Influence Of Celebrity Endorsements In Social Media Advertisement On Gen Z's Purchase Intention In Ho Chi Minh City: The Case Of Den Endorsing Honda

Abstract

Among the many marketing strategies, using celebrity endorsement in advertisements on social media platforms is flourishing considerably in the media era. The object of this research paper is to determine the impact of celebrity endorsers on consumers' purchase intention and brand image, as well as the effect of brand image on buying behavior among Generation Z in Vietnam, regarding the case of Honda Winner X and Den. This study employs online survey data from 208 people from 14 to 28 years old residing in Ho Chi Minh City, Vietnam. In order to achieve the purpose of this study, eight research hypotheses were formulated, and the generated responses were analyzed and tested using correlation and regression analysis with the aid of SPSS 20. The results from data analysis show that a celebrity's trustworthiness, attractiveness, respect, and similarity positively impact celebrity endorsement effectiveness. On the other hand, the influence of expertise on the success of celebrity endorsement is not validated. This study's findings also suggest a positive influence of celebrity endorsement on brand image and purchase intention. Therefore, a firm should select a well-fitted celebrity to endorse its products based on those criteria for effective brand image communication and potential buying decisions from young consumers. Finally, this research also discusses various implications and limitations for further studies.