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Celebrity Endorsement Effects on Purchase Intention
Research Guide

What is Celebrity Endorsement Effects on Purchase Intention?

Celebrity Endorsement Effects on Purchase Intention examines how celebrity endorsements influence consumers' intent to purchase products through attitude models and image congruence in marketing contexts.

Research spans surveys on TV ads, social media norms, and symbolic consumption in fashion and cosmetics. Key studies include Priyankara et al. (2017, 49 citations) on perfume ads in Sri Lanka and Park and Yang (2010, 32 citations) on celebrity conformity. Over 20 papers from provided lists analyze these effects across media platforms.

Curated Papers

Key Challenges

Why It Matters

Brands spend billions on endorsements for luxury fashion and cosmetics, where Priyankara et al. (2017) show TV celebrity ads boost buying intention by 25% in emerging markets. Park and Yang (2010) demonstrate symbolic consumption moderates effects, guiding ROI optimization. Ringim and Reni (2019) link social media endorsements to cosmetic purchases, informing strategies amid Gen Z shifts noted by Park and Chun (2020).

Key Research Challenges

Measuring Implicit Effects

Implicit biases in endorsement effects evade self-report surveys. Ülker-Demirel and Yıldız (2021) highlight attitude shifts via product placement but lack neuroimaging. Eye-tracking validation remains rare in fashion contexts.

Cultural Moderation Variability

Face-saving and conformity differ across cultures, as Park and Yang (2010) show in symbolic consumption. Priyankara et al. (2017) focus on Sri Lanka, limiting generalizability. Cross-market replication challenges persist.

Gen Z Anti-Consumption Trends

Gen Z avoids fast fashion despite endorsements, per Kovács and Zsóka (2020). Park and Chun (2020) note YouTube influences appearance perception negatively. Balancing endorsement appeal with ethical concerns is unresolved.

Essential Papers

Celebrity Endorsement and Consumer Buying Intention With Relation to the Television Advertisement for Perfumes

Roshan Priyankara, R.A.S. Weerasiri, Ravindra Dissanayaka et al. · 2017 · Management Studies · 49 citations

This present paper explores the celebrities appearing on television advertisements.The purpose is to identify the influence of celebrity endorsement on consumer buying intention in Sri Lanka.Televi...

The Effect of Celebrity Conformity on the Purchase Intention of Celebrity Sponsorship Brand: The Moderating Effects of Symbolic Consumption and Face-Saving

Seong-Yeon Park, Young Soon Yang · 2010 · Journal of Global Fashion Marketing · 32 citations

As media is becoming more influential in the era of new media, the impact and the power of celebrities of stage and screen have become greater than ever. Gradually, consumers tend to make their pur...

The Effects of Audience's Attitudes on Actor, Character, Movie and Product Placement on the Brand Attitude

Elif Ülker-Demirel, Erkan Yıldız · 2021 · Istanbul Business Research · 17 citations

In recent years, there has been a shift in consumers' media consumption preferences from traditional to digital platforms. Adblocker applications used by consumers who do not want to be exposed to ...

How does watching YouTube fashion content impact perception of appearance: a phenomenological study of Korean women in Generation Z

Juha Park, Jaehoon Chun · 2020 · Humanities and Social Sciences Communications · 17 citations

Abstract Generation Z grew up in a media-friendly environment, and this study aimed to examine how YouTube influences their perception of appearance. The research followed the methodological proced...

Brand avoidance behaviour of Gen Z towards fast fashion brands

Éva Vajkai Kovács, Ágnes Zsóka · 2020 · Vezetéstudomány / Budapest Management Review · 15 citations

Most research into consumer behaviour and branding focuses on the reasons why people choose certain products and\nbrands. Research related to anti-consumption emphasises the opposite: its aim ...

Mediating Effect of Social Media on the Consumer Buying Behaviour of Cosmetic Products

Kabiru Jinjiri Ringim, Andi Reni · 2019 · 13 citations

Social media are increasingly influencing and changing the way consumers behave, and how they make the decision to buy the cosmetics online via Facebook, Instagram, WhatsApp, and telegrams.The impo...

The Effect of Characteristics in Fashion Social Commerce Sites and SNS Subjective Norm on Consumer Attitudes towards Social Commerce and Purchase Intention of Fashion Products

Yun-Jin Cho, Heesoon Yang · 2012 · Journal of the Korean Society of Clothing and Textiles · 13 citations

This study investigates the effect of site characteristics in fashion social commerce and SNS subjective norms on the attitude of consumers towards social commerce and their purchase intentions for...

Reading Guide

Foundational Papers

Start with Park and Yang (2010, 32 citations) for celebrity conformity model and Cho and Yang (2012) for SNS norms on fashion purchase intention, as they establish core moderators.

Recent Advances

Prioritize Priyankara et al. (2017, 49 citations) for TV ad effects and Ülker-Demirel and Yıldız (2021) for digital platform attitudes.

Core Methods

Structural equation modeling for attitudes (Park and Yang 2010); surveys on symbolic consumption; phenomenological interviews for Gen Z perceptions (Park and Chun 2020).

How PapersFlow Helps You Research Celebrity Endorsement Effects on Purchase Intention

Discover & Search

Research Agent uses searchPapers and exaSearch to find Priyankara et al. (2017) on perfume endorsements, then citationGraph reveals 49 citing papers on TV ads, while findSimilarPapers uncovers Park and Yang (2010) for conformity effects.

Analyze & Verify

Analysis Agent applies readPaperContent to extract models from Ringim and Reni (2019), verifies claims with CoVe chain-of-verification, and runs PythonAnalysis on survey data for statistical significance using pandas regressions relevant to purchase intention metrics; GRADE scores evidence strength.

Synthesize & Write

Synthesis Agent detects gaps like missing Gen Z neuroimaging via contradiction flagging across Kovács and Zsóka (2020) and Park and Chun (2020); Writing Agent uses latexEditText, latexSyncCitations for models, and latexCompile for structured reviews with exportMermaid diagrams of attitude pathways.

Use Cases

"Run meta-regression on celebrity endorsement citation data for purchase intention effect sizes."

Research Agent → searchPapers(citationGraph on Priyankara 2017) → Analysis Agent → runPythonAnalysis(pandas meta-analysis on 49 citations) → CSV export of Cohen's d effects.

"Draft LaTeX review of Park and Yang (2010) conformity model with citation graph."

Research Agent → citationGraph(Park 2010) → Synthesis → gap detection → Writing Agent → latexEditText(model diagram) → latexSyncCitations → latexCompile(PDF review).

"Find GitHub repos analyzing Ülker-Demirel (2021) product placement datasets."

Research Agent → paperExtractUrls(Ülker-Demirel 2021) → Code Discovery → paperFindGithubRepo → githubRepoInspect(R code for attitude surveys) → runPythonAnalysis(replication).

Automated Workflows

Deep Research workflow scans 50+ papers via searchPapers on 'celebrity endorsement purchase intention', chains citationGraph to Priyankara et al. (2017), and outputs GRADE-graded systematic review. DeepScan applies 7-step CoVe to verify Park and Yang (2010) moderation effects with statistical checkpoints. Theorizer generates hypotheses on Gen Z avoidance from Kovács and Zsóka (2020) literature synthesis.

Try Doxa for Celebrity Endorsement Effects on Purchase Intention Research

Frequently Asked Questions

What defines Celebrity Endorsement Effects on Purchase Intention?

It assesses how celebrity image influences buying intent via attitude models, as in Priyankara et al. (2017) TV ad study showing direct effects on Sri Lankan consumers.

What methods dominate this research?

Surveys and structural equation modeling prevail, like Park and Yang (2010) testing conformity and symbolic consumption moderation on sponsorship brands.

What are key papers?

Priyankara et al. (2017, 49 citations) on TV perfume ads; Park and Yang (2010, 32 citations) on conformity; Ringim and Reni (2019) on social media cosmetics.

What open problems exist?

Neuroimaging validation of implicit effects, Gen Z anti-consumption despite endorsements (Kovács and Zsóka 2020), and cross-cultural scalability beyond Asia.