The Effect of Internet Celebrity’s Endorsement on Consumer Purchase Intention

Abstract

This study investigated the interactive endorsement effect of internet celebrities on the brand attitude, attitude toward advertising and purchase intention. A total of 466 valid questionnaires were collected to test the research model. The research results show that the source credibility and the sense of virtual community are positively related to the brand attitude and attitude toward advertising, which in turn affect the purchase intention. However, the effect of the content quality is not significant. In addition, the moderating effect of the degree of consumer expertise and involvement are not significant. According to the result of this study, the characters of an Internet celebrity is a paramount factor to an endorsement campaign.