Sports celebrity endorsement impact on purchase intention

Abstract

This research aims to study celebrity endorsement in the context of social media when done by sports celebrities and its influence on purchase intention. Four dimensions have been studied: word of mouth, brand image, brand trust, and brand attitude. By relating these variables, we seek to answer the following questions: Will consumers be influenced by a sports celebrity that they admire to buy a product/service from a brand that they support? Will the brand’s components be valued as a result of celebrity endorsement? Using a questionnaire shared on social networks, 303 valid answers have been obtained. Our statistical analysis has used a structural equation model and the results have been analyzed using SmartPLS software, which has confirmed all the model assumptions. Therefore, celebrity endorsement has an impact on brand image, word of mouth, brand attitude, and brand trust. Furthermore, it directly affects purchase intention. The effectiveness of celebrity endorsement has been verified in the context of social media and this research can thus help marketeers understand the importance of using sports celebrities to endorse brands. Implications for brands have been identified, based on the research results.