Celebrity Endorsement and Purchase Intention: Mediating Role of E-Wom
Keywords:
Celebrity endorsement, electronic word-of-mouth, purchase intention, SEM, NepalAbstract
This academic work investigates the relationships between celebrity endorsement, electronic word-of-mouth, and purchase intention using the Elaboration Likelihood Model paradigm. Utilizing structural equation modelling with AMOS on a dataset of 328 respondents from Biratnagar, Nepal, the results indicate that celebrity endorsement negatively affects purchase intention, implying that poorly aligned endorsements may discourage purchase intentions. However, celebrity endorsement positively influences EWoM, underscoring its potential to spark consumer discussions and engagement online. EWoM substantially increases purchase intention, emphasising its vital influence on consumer decision-making. The mediating influence of electronic word-of-mouth in the relationship between celebrity endorsement and purchase intention illustrates how outside information from celebrity endorsements can evolve into the primary mode of processing via online interactions. The study contributes to the Elaboration Likelihood Model by integrating celebrity endorsement and EWoM into a cohesive model, emphasizing EWoM’s dual role as both an outcome of peripheral processing and a driver of cognitive engagement. Practical implications for marketers include aligning celebrity endorsements with brand identity and leveraging digital platforms to maximize EWoM’s impact. Limitations include the cross-sectional design and cultural specificity of the sample. Future studies should investigate different settings, longitudinal designs, dand the function of new technology in consumer behaviour.
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