The Role of Celebrity Endorsement on Impulse Buying Behavior with Customer Loyalty as a Moderating in the E-Commerce Industry
Keywords:celebrity endorsement, consumer loyalty, impulse buying behavior, e-commerce, customer behavior
Purpose: Numerous studies have been conducted on celebrities to notice their effect on marketing. Celebrity endorsement has become one of the most popular marketing strategies, and Tokopedia as one of the most popular e-commerce websites in Indonesia also using these strategies for increasing their brand awareness. The purpose of this study is to explore other effects of celebrity endorsement on consumer behavior. This research aimed to define the impact of celebrities endorsement on consumer psychology, influencing impulsive buying behavior with consumer loyalty as a mediating variable. Research Methodology : This study applied quantitative survey with data was collected using an online questionnaire with sample characteristics were Tokopedia Customers and also a fan of the celebrity who lived in Indonesia by 442 samples using the purposive sampling method and data was conducted using the SmartPLS program. Result: This article indicated the findings that (1) celebrity endorsement had a positive impact on consumer loyalty, (2) a positive effect either directly or indirectly on impulsive buying behavior, and (3) consumer loyalty itself had a positive effect on impulsive buying behavior. Conclusions: This study proposes significant implications about how celebrity endorsement works and how it impacts customer behavior in the e-commerce Industry.
Ahn, J., & Back, K.-J. (2018). Influence of brand relationship on customer attitude toward integrated resort brands: a cognitive, affective, and conative perspective. Journal of Travel & Tourism Marketing, 35(4), 449–460. https://doi.org/10.1080/10548408.2017.1358239
Almeida-Santana, A., & Moreno-Gil, S. (2018). Understanding tourism loyalty: Horizontal vs. destination loyalty. Tourism Management, 65, 245–255. https://doi.org/10.1016/j.tourman.2017.10.011
Amos, C., Holmes, G. R., & Keneson, W. C. (2014). A meta-analysis of consumer impulse buying. Journal of Retailing and Consumer Services, 21(2), 86–97. https://doi.org/10.1016/j.jretconser.2013.11.004
Aragoncillo, L., & Orus, C. (2018). Impulse buying behaviour: an online-offline comparative and the impact of social media. Spanish Journal of Marketing - ESIC, 22(1). https://doi.org/10.1108/SJME-03-2018-007
Arghashi, V., Bozbay, Z., & Karami, A. (2021). An Integrated Model of Social Media Brand Love: Mediators of Brand Attitude and Consumer Satisfaction. Journal of Relationship Marketing, 20(4), 319–348. https://doi.org/10.1080/15332667.2021.1933870
Bahadur, W., Khan, A. N., Ali, A., & Usman, M. (2020). Investigating the Effect of Employee Empathy on Service Loyalty: The Mediating Role of Trust in and Satisfaction with a Service Employee. Journal of Relationship Marketing, 19(3), 229–252. https://doi.org/10.1080/15332667.2019.1688598
Beatty, S. E., & Elizabeth Ferrell, M. (1998). Impulse buying: Modeling its precursors. Journal of Retailing, 74(2). https://doi.org/10.1016/S0022-4359(99)80092-X
Bennett, D. H. S., Anaza, N. A., & Andonova, Y. (2022). Big names and small price tags: an analysis of celebrity endorsement on consumers’ perceptions of price, quality, and intent to purchase. Journal of Marketing Theory and Practice, 30(2), 154–171. https://doi.org/10.1080/10696679.2021.1896952
Bergkvist, L., & Zhou, K. Q. (2016). Celebrity endorsements: a literature review and research agenda. International Journal of Advertising, 35(4), 642–663. https://doi.org/10.1080/02650487.2015.1137537
Chang, H.-J., Eckman, M., & Yan, R.-N. (2011). Application of the Stimulus-Organism-Response model to the retail environment: the role of hedonic motivation in impulse buying behavior. The International Review of Retail, Distribution and Consumer Research, 21(3), 233–249. https://doi.org/10.1080/09593969.2011.578798
Chen, T. Y., Yeh, T. L., & Lee, F. Y. (2021). The impact of Internet celebrity characteristics on followers’ impulse purchase behavior: the mediation of attachment and parasocial interaction. Journal of Research in Interactive Marketing, 15(3), 483–501. https://doi.org/10.1108/JRIM-09-2020-0183
Chin, W. W. (1998). The Partial Least Squares Approach for Structural Equation Modeling. In G. A. Marcoulides (Ed.), Modern Methods For Business Research (pp. 295–336). Lawrence Erlbaum Associates.
Cuesta-Valiño, P., Gutiérrez-Rodríguez, P., & Loranca-Valle, C. (2021). Sustainable Management of Sports Federations: The Indirect Effects of Perceived Service on Member’s Loyalty. Sustainability, 13(2). https://doi.org/10.3390/su13020458
Donovan, R., & Rossiter, J. R. (1982). Store Atmosphere: An Environmental Psychology Approach. Journal of Retailing , 58(1), 34–57.
Fornell, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39. https://doi.org/10.2307/3151312
Gauns, K. K., Pillai, S. K. B., Kamat, K., Chen, R. F., & Chang, L.-C. (2018). Impact of Celebrity Endorsement on Consumer Buying Behaviour in the State of Goa. IIM Kozhikode Society & Management Review, 7(1), 45–58. https://doi.org/10.1177/2277975217733897
Garson, G. D. (2016). Partial Least Squares: Regression & Structural Equation Models. Asheboro: Statistical Publishing Associates.
Gokmenoglu, K. K., & Amir, A. (2021). The impact of perceived fairness and trustworthiness on customer trust within the banking sector. Journal of Relationship Marketing, 20(3), 241–260. https://doi.org/10.1080/15332667.2020.1802642
Gulfraz, M. B., Sufyan, M., Mustak, M., Salminen, J., & Srivastava, D. K. (2022). Understanding the impact of online customers’ shopping experience on online impulsive buying: A study on two leading E-commerce platforms. Journal of Retailing and Consumer Services, 68, 103000. https://doi.org/10.1016/j.jretconser.2022.103000
Hair, J. F., C, J. W., Babin, B. J., & Anderson, R. E. (2014). Multivariate Data Analysis (7th International). Pearson Education Limited.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2014). ). A PRIMER ON PARTIAL LEAST SQUARES STRUCTURAL EQUATION MODELING (PLS-SEM). Sage Publications, Inc.
Hair, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., & Thiele, K. O. (2017). Mirror, mirror on the wall: a comparative evaluation of composite-based structural equation modeling methods. Journal of the Academy of Marketing Science, 45(5), 616–632. https://doi.org/10.1007/s11747-017-0517-x
Han, H., Kim, Y., & Kim, E.-K. (2011). Cognitive, affective, conative, and action loyalty: Testing the impact of inertia. International Journal of Hospitality Management, 30(4), 1008–1019. https://doi.org/10.1016/j.ijhm.2011.03.006
Herabadi, A. G., Verplanken, B., & van Knippenberg, A. (2009). Consumption experience of impulse buying in Indonesia: Emotional arousal and hedonistic considerations. Asian Journal of Social Psychology, 12(1), 20–31. https://doi.org/10.1111/j.1467-839X.2008.01266.x
Huang, J. C. (2021). Gender and Celebrity Scandals: A Cross-Cultural Examination on Celebrity Endorsement. Journal of Promotion Management, 27(1), 133–150. https://doi.org/10.1080/10496491.2020.1809593
iPrice Group. (2022). Map of E-Commerce Indonesia.
J, T., & Tangen, D. (2006). The pinocchio factor in consumer attitudes towards celebrity endorsement: Celebrity endorsement, the Reebok brand, and an examination of a recent campaign. Innovative Marketing, 2(3), 97–111.
Khan, M. A., Zulqarnain, M., Bhatti, Z. A., & Raza, A. (2021). Higher-Order Utilitarian and Symbolic Antecedents of Brand Love and Consumers’ Behavioral Consequences for Smartphones. Journal of Relationship Marketing, 20(3), 177–203. https://doi.org/10.1080/15332667.2020.1756026
Kim, M., Vogt, C. A., & Knutson, B. J. (2015). Relationships Among Customer Satisfaction, Delight, and Loyalty in the Hospitality Industry. Journal of Hospitality & Tourism Research, 39(2), 170–197. https://doi.org/10.1177/1096348012471376
Kim, S. S., Lee, J., & Prideaux, B. (2014). Effect of celebrity endorsement on tourists’ perception of corporate image, corporate credibility and corporate loyalty. International Journal of Hospitality Management, 37, 131–145. https://doi.org/10.1016/j.ijhm.2013.11.003
Kotler, P., & Armstrong, G. (2018). Principles of Marketing (17th ed.). Perason.
Kredivo, & KataData Insight Center. (2022). Indonesia E-Commerce Consumer Behavior. https://katadata.co.id/perilaku-ecommerce-2022
Kuhl, J., & Beckmann, J. (1985). Historical Perspectives in the Study of Action Control. In Action Control (pp. 89–100). Springer Berlin Heidelberg. https://doi.org/10.1007/978-3-642-69746-3_5
Leslie, L. Z. (2011). Celebrity in The 21st Century. ABC-CLIO,LLC.
Li, M. L., & Green, R. D. (2011). A mediating influence on customer loyalty: The role of perceived value. Journal of Management and Marketing Research, 7, 1–12.
Li, X., Yen, C.-L. (Alan), & Liu, T. (2020). Hotel brand personality and brand loyalty: an affective, conative and behavioral perspective. Journal of Hospitality Marketing & Management, 29(5), 550–570. https://doi.org/10.1080/19368623.2019.1654961
Mahmoud, M. A., Hinson, R. E., & Adika, M. K. (2018). The Effect of Trust, Commitment, and Conflict Handling on Customer Retention: The Mediating Role of Customer Satisfaction. Journal of Relationship Marketing, 17(4), 257–276. https://doi.org/10.1080/15332667.2018.1440146
Marques, S. H., Cardoso, M. G. M. S., & Lindeza, A. C. A. (2017). Do Loyalty Cards Enhance Loyalty in the Pharmaceutical Sector? Journal of Relationship Marketing, 16(2), 143–162. https://doi.org/10.1080/15332667.2016.1242398
Mehrabian, A., & Russell, J. A. (1974). An Approach to Environmental Psychology. The MIT Press.
Meng, L. (Monroe), Duan, S., Zhao, Y., Lü, K., & Chen, S. (2021). The impact of online celebrity in livestreaming E-commerce on purchase intention from the perspective of emotional contagion. Journal of Retailing and Consumer Services, 63, 102733. https://doi.org/10.1016/j.jretconser.2021.102733
Mittal, S., Sondhi, N., & Chawla, D. (2018). Process of Impulse Buying: A Qualitative Exploration. Global Business Review, 19(1). https://doi.org/10.1177/0972150917713368
Moore, J. (1996). On The Relation Between Behaviorism and Cognitive Psychology. The Journal of Mind and Behavior, 17(No. 4), 345–368.
Ohanian, R. (1990). Construction and Validation of a Scale to Measure Celebrity Endorsers’ Perceived Expertise, Trustworthiness, and Attractiveness. Journal of Advertising, 19(3), 39–52. https://doi.org/10.1080/00913367.1990.10673191
Oliver, R. L. (1999). Whence Consumer Loyalty? Journal of Marketing, 63(4_suppl1), 33–44. https://doi.org/10.1177/00222429990634s105
Osei-Frimpong, K., Donkor, G., & Owusu-Frimpong, N. (2019). The Impact of Celebrity Endorsement on Consumer Purchase Intention: An Emerging Market Perspective. Journal of Marketing Theory and Practice, 27(1), 103–121. https://doi.org/10.1080/10696679.2018.1534070
Parmar, Y., Mann, B. J. S., & Ghuman, M. K. (2020). Impact of celebrity endorser as in-store stimuli on impulse buying. The International Review of Retail, Distribution and Consumer Research, 30(5), 576–595. https://doi.org/10.1080/09593969.2020.1781229
Pedersen, P. E., & Nysveen, H. (2001). Shopbot banking: an exploratory study of customer loyalty effects. International Journal of Bank Marketing, 19(4), 146–155. https://doi.org/10.1108/02652320110392518
Praet, C. (2008). The influence of national culture on the use of celebrity endorsement in television advertising: A multi-country study.
Pramjeeth, S., & Majaye-Khupe, T. (2016). The Influence of Celebrity Endorsement on Consumer Purchasing Behaviour of Alcohol in the South African Market. Journal of Social Sciences, 46(1), 39–49. https://doi.org/10.1080/09718923.2016.11893510
Proctor, T., & Kitchen, P. J. (2019). Celebrity ambassador/celebrity endorsement – takes a licking but keeps on ticking. Journal of Strategic Marketing, 27(5), 373–387. https://doi.org/10.1080/0965254X.2018.1430059
Rahman, R. (2018). Building brand awareness: The role of celebrity endorsement in advertisements. Journal of Global Scholars of Marketing Science, 28(4), 363–384. https://doi.org/10.1080/21639159.2018.1509366
Rook, D. W. (1987). The Buying Impulse. Journal of Consumer Research, 14(2), 189. https://doi.org/10.1086/209105
Roy, S. (2006). An Exploratory Study in Celebrity Endorsements. Journal of Creative Communications, 1(2), 139–153. https://doi.org/10.1177/097325860600100201
Russell, J. A., & Pratt, G. (1980). A description of the affective quality attributed to environments. Journal of Personality and Social Psychology, 38(2). https://doi.org/10.1037/0022-35188.8.131.521
Šeinauskienė, B., Maščinskienė, J., & Jucaitytė, I. (2015). The Relationship of Happiness, Impulse Buying and Brand Loyalty. Procedia - Social and Behavioral Sciences, 213, 687–693. https://doi.org/10.1016/j.sbspro.2015.11.487
Shimp, T. A., & Andrews, J. C. (2013). Advertising, Promotion, and other aspects of Integrated Marketing Communications (9th Edition). South Western, Cengage Learning.
Silva, M. J. de B., Farias, S. A. de, Grigg, M. K., & Barbosa, M. de L. de A. (2020a). Online Engagement and the Role of Digital Influencers in Product Endorsement on Instagram. Journal of Relationship Marketing, 19(2), 133–163. https://doi.org/10.1080/15332667.2019.1664872
Spry, A., Pappu, R., & Bettina Cornwell, T. (2011). Celebrity endorsement, brand credibility and brand equity. European Journal of Marketing, 45(6), 882–909. https://doi.org/10.1108/03090561111119958
Tellis, G. J. (1988). Advertising Exposure, Loyalty, and Brand Purchase: A Two-Stage Model of Choice. Journal of Marketing Research, 25(2), 134–144. https://doi.org/10.1177/002224378802500202
Till, B. D. (1998). Using celebrity endorsers effectively: lessons from associative learning. Journal of Product & Brand Management, 7(5), 400–409. https://doi.org/10.1108/10610429810237718
Valentini, C., Romenti, S., Murtarelli, G., & Pizzetti, M. (2018). Digital visual engagement: influencing purchase intentions on Instagram. Journal of Communication Management, 22(4), 362–381. https://doi.org/10.1108/JCOM-01-2018-0005
Vinzi, V. E., Chin, W. W., Henseler, J., & Wang, H. (2010). Handbook of Partial Least Squares : Concept, Methods,and Applications (J. E. Gentle, W. K. Hardle, & Y. Mori, Eds.). Springer.
Weinberg, P., & Gottwald, W. (1982). Impulsive consumer buying as a result of emotions. Journal of Business Research, 10(1), 43–57. https://doi.org/10.1016/0148-2963(82)90016-9
Yamane, T. (1962). Mathematics for Economists : An Elementary Survey. Prentice Hall.
Zafar, A. U., Qiu, J., & Shahzad, M. (2020). Do digital celebrities’ relationships and social climate matter? Impulse buying in f-commerce. Internet Research, 30(6). https://doi.org/10.1108/INTR-04-2019-0142
Zhang, K. Z. K., Xu, H., Zhao, S., & Yu, Y. (2018). Online reviews and impulse buying behavior: the role of browsing and impulsiveness. Internet Research, 28(3). https://doi.org/10.1108/IntR-12-2016-0377
Copyright (c) 2023 Business Economic, Communication, and Social Sciences (BECOSS) Journal
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
a. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License - Share Alike that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
b. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
c. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
All articles published Open Access will be immediately and permanently free for everyone to read and download. We are continuously working with our author communities to select the best choice of license options, currently being defined for this journal as follows: Creative Commons Attribution-Share Alike (CC BY-SA)