The Influencing Factors Of Consumers' Perception Of Online Celebrity Credibility And Their Influence On Purchase Intention

Abstract

Due to the exponential growth of social media, companies now have a new advertising option: social media ads. One of the biggest obstacles for marketers has always been people's general distaste for ads. It's crucial to zero in on the most important features of social media ads that shape how people see them. The goal of this research is to identify the elements that contribute to favorable or unfavorable reactions to advertising posted on social media platforms, as well as their impact on consumers' propensity to make a purchase. Exploratory Factor Analysis (EFA) is used on survey data to identify the most influential factors in how consumers interpreted social media ads. We utilized Structural Equation Modeling (SEM) to look at how various consumer traits influence future spending habits. The results show that social media advertisements were rated in part due to their creative qualities, attention-grabbing elements, emotional attraction, and celebrity approval. Attractive features, celebrity support, and emotional attraction were found to have a significant influence on consumers' decisions to make a purchase. The success of social media marketing campaigns and the willingness of consumers to make purchases might be improved by giving more attention to the abovementioned characteristics.