Effects of influencers/celebrities endorsement on consumer buying behavior

Abstract

Because of its distinctiveness and the celebrity's appeal, celebrity endorsement has become a popular choice in advertising, with a significant influence on brand recognition and customer behavior. In Ho Chi Minh City, this study examines the impact of celebrity endorsement on consumer attitude toward a brand, as well as the impact of customer perception toward a brand on consumer purchase intention in cosmetic industry. In Ho Chi Minh City Vietnam, a survey of 205 people was done for Excel spreadsheet software is utilized for evaluating, reliability, and validity of the factors, as well as confirmation, while SPSS is utilized to assess Cronbach's Alpha and EFA of factor loadings with the aim that the study's findings will give cosmetic businesses a more in-depth look into celebrity endorsement during the time of the study. In particular, assisting companies in comprehending the function of celebrities in brand and product promotion activities, as well as deciding whether or not to utilize celebrities to send advertising messages to customers in marketing campaigns. The results of the explanatory factor analysis and multi-variable regression analysis show that four factors influence customer perceptions of a brand: celebrity credibility, celebrity attractiveness, celebrity match-up coherence with the product, and brand meaning transferred by celebrities.