The impact of celebrity endorsement on followers’ impulse purchasing
Although the issue of celebrity endorsement has been the subject of longstanding discussion, little attention has been paid to the impulse purchasing behavior of celebrity followers. This study was conducted from the relationship marketing perspective and tested the impact of parasocial relationship...
| Main Authors: | , , , |
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| Format: | Article |
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Taylor and Francis
2022
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| Online Access: | http://psasir.upm.edu.my/id/eprint/103573/ |
| _version_ | 1848864053416427520 |
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| author | Yue, Xiaofan Abdullah, Nawal Hanim Ali, Mass Hareeza Raja Yusof, Raja Nerina |
| author_facet | Yue, Xiaofan Abdullah, Nawal Hanim Ali, Mass Hareeza Raja Yusof, Raja Nerina |
| author_sort | Yue, Xiaofan |
| building | UPM Institutional Repository |
| collection | Online Access |
| description | Although the issue of celebrity endorsement has been the subject of longstanding discussion, little attention has been paid to the impulse purchasing behavior of celebrity followers. This study was conducted from the relationship marketing perspective and tested the impact of parasocial relationships between celebrities and their followers on the impulse purchasing. The proposed model included parasocial relationships, followers’ emotional responses to celebrity-based commercials, impulsive buying tendencies, and the availability of money. Data was collected from people who follow a favorite celebrity who previously endorsed a product. We obtained 323 valid samples and performed data analysis with the Statistical Package for Social Sciences (SPSS) to test the proposed model. The study illustrated how situational, emotional, and personal factors might influence the impulse buying of celebrity-endorsed products and showed that a stronger para-relationship with the celebrity led to the audience’s pleasure and arousal while watching the celebrity endorsement. These two emotions were positively related to the impulse purchasing of celebrity-endorsed products and the purchasing behavior moderated by audiences’ impulse buying tendencies and money availability. This study investigated the celebrity endorsement’s influence on the audience’s impulse purchasing behavior and provided future research directions on celebrity endorsement. |
| first_indexed | 2025-11-15T13:42:42Z |
| format | Article |
| id | upm-103573 |
| institution | Universiti Putra Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-15T13:42:42Z |
| publishDate | 2022 |
| publisher | Taylor and Francis |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | upm-1035732023-05-17T07:43:19Z http://psasir.upm.edu.my/id/eprint/103573/ The impact of celebrity endorsement on followers’ impulse purchasing Yue, Xiaofan Abdullah, Nawal Hanim Ali, Mass Hareeza Raja Yusof, Raja Nerina Although the issue of celebrity endorsement has been the subject of longstanding discussion, little attention has been paid to the impulse purchasing behavior of celebrity followers. This study was conducted from the relationship marketing perspective and tested the impact of parasocial relationships between celebrities and their followers on the impulse purchasing. The proposed model included parasocial relationships, followers’ emotional responses to celebrity-based commercials, impulsive buying tendencies, and the availability of money. Data was collected from people who follow a favorite celebrity who previously endorsed a product. We obtained 323 valid samples and performed data analysis with the Statistical Package for Social Sciences (SPSS) to test the proposed model. The study illustrated how situational, emotional, and personal factors might influence the impulse buying of celebrity-endorsed products and showed that a stronger para-relationship with the celebrity led to the audience’s pleasure and arousal while watching the celebrity endorsement. These two emotions were positively related to the impulse purchasing of celebrity-endorsed products and the purchasing behavior moderated by audiences’ impulse buying tendencies and money availability. This study investigated the celebrity endorsement’s influence on the audience’s impulse purchasing behavior and provided future research directions on celebrity endorsement. Taylor and Francis 2022 Article PeerReviewed Yue, Xiaofan and Abdullah, Nawal Hanim and Ali, Mass Hareeza and Raja Yusof, Raja Nerina (2022) The impact of celebrity endorsement on followers’ impulse purchasing. Journal of Promotion Management, 29 (3). pp. 338-358. ISSN 1049-6491; ESSN: 1540-7594 https://www.tandfonline.com/doi/abs/10.1080/10496491.2022.2143994 10.1080/10496491.2022.2143994 |
| spellingShingle | Yue, Xiaofan Abdullah, Nawal Hanim Ali, Mass Hareeza Raja Yusof, Raja Nerina The impact of celebrity endorsement on followers’ impulse purchasing |
| title | The impact of celebrity endorsement on followers’ impulse purchasing |
| title_full | The impact of celebrity endorsement on followers’ impulse purchasing |
| title_fullStr | The impact of celebrity endorsement on followers’ impulse purchasing |
| title_full_unstemmed | The impact of celebrity endorsement on followers’ impulse purchasing |
| title_short | The impact of celebrity endorsement on followers’ impulse purchasing |
| title_sort | impact of celebrity endorsement on followers’ impulse purchasing |
| url | http://psasir.upm.edu.my/id/eprint/103573/ http://psasir.upm.edu.my/id/eprint/103573/ http://psasir.upm.edu.my/id/eprint/103573/ |