Remodeling Consumer Brand Choice Behavior: The Effects of Social Media Influences and Celebrity Endorsement

Abstract

Social media influences and celebrity endorsers are the dominant marketing strategies marketers follow to promote brands and businesses. The scholars also prioritized examining the diverse issues of social media influences and celebrity endorsers. On this ground, we systematically review the current trend of research to provide a state-of-the-art understanding of the factors prior researchers explored related to social media influences and celebrity endorsers to influence consumer brand purchasing behavior. We have extensively reviewed 200 peer-reviewed papers, including 86 research frameworks from recent (last five years) scientific double-blind articles that obtained at least four citations. We also deeply studied the social learning and source credibility theory used to test the proposed relationships. In the vein of the reviewed articles on social media influences and celebrity endorsers, we have summarized and listed the variables examined in different research contexts. The study reveals that interaction, customization, entertainment, word of mouth, and trendiness are the popular dimensions of social media influences, which the previous scholars explored to measure their effects on consumer brand purchasing intention in diverse contexts. Additionally, attractiveness, trustworthiness, credibility, and expertise are the widely used constructs for assessing the impact of celebrity endorsers on consumer brand purchasing behavior. To the best of our knowledge, this study is the first to provide a list of recent factors associated with social media influences and celebrity endorsers through which the scholars can get insight into the current trend of research. This study is the blueprint for future research to capture a quick view of recent trends in social media influences, celebrity endorsers, and consumer brand purchasing behavior. Finally, based on the comprehensive review of previous literature, we suggested a study to measure the associations of social media influences and celebrity endorsers with brand image, consumer attitude, and consumer brand choice behavior by the backdrop of social learning and source credibility theory in the context of any brands like Smartphone.