The Impact of Celebrity Endorsement on Followers' Impulse Purchasing

• Published in: Journal of promotion management Vol. 29; no. 3; pp. 338 - 358
• Main Authors: Yue, Xiaofan, Abdullah, Nawal Hanim, Ali, Mass Hareeza, Yusof, Raja Nerina Raja
• Format: Journal Article
• Language: English
• Published: Binghamton Routledge 03.04.2023; Taylor & Francis Ltd
• Subjects: Arousal; Audiences; Availability; Behavior; Celebrities; Celebrity endorsement; emotional response; Emotional responses; Emotions; Endorsements; Impulse buying; Marketing; Money; parasocial relationship; Pleasure; Purchasing; relationship marketing; Shopping; social media; Social sciences

Although the issue of celebrity endorsement has been the subject of longstanding discussion, little attention has been paid to the impulse purchasing behavior of celebrity followers. This study was conducted from the relationship marketing perspective and tested the impact of parasocial relationship...