부산대학교 도서관

This research aims to study Celebrity Endorsement in the context of Social Media when practiced by Sports Celebrities and its influence on Purchase Intention. Four dimensions were studied: Word-of-Mouth, Brand Image, Brand Trust and Brand Attitude. Relating these variables, we intended to answer the following questions: will a consumer be influenced by a Sports Celebrity that he follows, to buy something from a brand that he supports? Will the brand be valued in its components from this Celebrity Endorsement? The methodology used a structural equation model and the results were analyzed using SmartPLS software, which verified all the model assumptions. Therefore, celebrity endorsement impacts brand image, word of mouth, brand attitude, and brand trust. Further, it directly affects Purchase intention, but the impact of Brand Attitude on Purchase Intention was not verified in this research. The effectiveness of Celebrity Endorsement was verified in context.