Date Log
Submitted
12 April 2021
Accepted
3 June 2021
Published
8 June 2021
The Mediating Role of Customer Trust on the Relationships of Celebrity Endorsement and E-WOM to Instagram Purchase Intention
Corresponding Author(s) : Ahmad Firman
Jurnal Minds: Manajemen Ide dan Inspirasi,
Vol. 8 No. 1 (2021): June
Abstract
This study aims to reanalyze and reconfirm the relationships of celebrity endorsements and E-WOM on consumer purchasing intentions and examine the indirect influence of celebrity endorsements and e-WOM and trust as the mediation of purchase intentions. This study is the first in Indonesia to analyze the above mediating relationships. The data are from 100 Instagram users responding to online questionnaires and analyzed with PLS-SEM. The results showed that celebrity endorsement and e-WOM positively influence consumer confidence and purchasing intentions by mediating trust variables. This research highlights the role of influence in creating positive buzzes to the promoted sales.
Keywords
Celebrity Endorsement
e-WOM
Trust
Purchase Intention
Firman, A., Ilyas, G. B., Reza, H. K., Lestari, S. D., & Putra, A. H. P. K. (2021). The Mediating Role of Customer Trust on the Relationships of Celebrity Endorsement and E-WOM to Instagram Purchase Intention. Jurnal Minds: Manajemen Ide Dan Inspirasi, 8(1), 107–126. https://doi.org/10.24252/minds.v8i1.20594
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References
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Agrawal, J., & Kamakura, W. (1995). 1995_Agrawal e Kamakura_Economic Worth of Celebrity Endorsers.pdf. Journal of Marketing, 59, 56–62.
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Albright, Jeremy J.; Park, H.M. (2009). Albright, J. Indiana University. Retrieved from http://hdl.handle.net/2022/19736
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Andreassen, T. W., & Streukens, S. (2009). Service innovation and electronic wordofmouth: Is it worth listening to? Managing Service Quality: An International Journal, 19(3), 249–265. https://doi.org/10.1108/09604520910955294
Bilgihan, A. (2016). Gen y customer loyalty in online shopping: An integrated trust, user experience, and branding model. Computers in Human Behavior, 61,103–113. https://doi.org/10.1016/j.chb.2016.03.014
Bilsen, B., Emrah, Ö., Erdoğan, K., & Oğuz, A.M. (2019). An Investigation of Augmented Reality Applications from the Perspectives of Brand Trust and Purchase Intentions of Customers. In S. Grima, E. Özen, H. Boz, J. Spiteri, & E. Thalassinos (Eds.), Contemporary Issues in Behavioral Finance (pp. 53–64 https://doi.org/10.1108/S1569-375920190000101005).
Bloch, P. H., Sherrell, D. L., & Ridgway, N.M. (1986). Consumer Search: An Extended Framework. Journal of Consumer Research, 13(1), 119. https://doi.org/10.1086/209052
Burnkrant, R. E., & Sawyer, A. G. (1983). Effects of involvement and message content on information-processing intensity. Information Processing Research in Advertising, 12(2), 46–64.
Celsi, R. L., & Olson, J.C. (1988). The role of involvement in attention and comprehension processes. Journal of Consumer Research, 15(2), 210-224.
Choi, Y. K. (2019). Characters' persuasion effects in advergaming: Role of brand trust, product involvement, and trust propensity. Internet Research, 29(2), 367–380. https://doi.org/10.1108/IntR-01-2018-0021
Delgado‐Ballester, E. (2004). Applicability of a brand trust scales across product categories. European Journal of Marketing, 38(5/6), 573–592. https://doi.org/10.1108/03090560410529222
Ding, H., Molchanov, A. E., & Stork, P. A. (2011). The value of celebrity endorsements: A stock market perspective. Marketing Letters, 22(2), 147–163. https://doi.org/10.1007/s11002-010-9117-y
Dwivedi, A., Johnson, L. W., & McDonald, R. E. (2015). Celebrity endorsement, self-brand connection and consumer-based brand equity. Journal of Product and Brand Management, 24(5), 449–461. https://doi.org/10.1108/JPBM-10-2014-0722
Escalas, J. E., & Bettman, J. R. (2017). Connecting With Celebrities: How Consumers Appropriate Celebrity Meanings for a Sense of Belonging. Journal of Advertising, 46(2), 297–308. https://doi.org/10.1080/00913367.2016.1274925
Farivar, S., Turel, O., & Yuan, Y. (2017). A trust-risk perspective on social commerce use: an examination of the biasing role of habit. Internet Research, 27(3), 586–607. https://doi.org/10.1108/IntR-06-2016-0175
Freire, O., Quevedo-Silva, F., Senise, D., & Scrivano, P. (2018). The effectiveness of celebrity endorsement in aspiring new celebrities: Examining the effects of brand, congruence, charisma and overexposure. RAUSP Management Journal, 53(3), 289–303. https://doi.org/10.1108/RAUSP-04-2018-011
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Gefen, D., & Straub, D. W. (2004). Consumer trust in B2C e-Commerce and the importance of social presence: Experiments in e-Products and e-Services. Omega, 32(6), 407–424. https://doi.org/10.1016/j.omega.2004.01.006
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Hair Jr., J. F., Hult, G. T.M., Ringle, C., & Sarstedt, M. (2016). A primer on partial least squares structural equation modeling (PLS-SEM). Sage Publications Ltd.
Havlena, W. J., & Holbrook, M.B. (1986). The varieties of consumption experience comparing two typologies of emotion in consumer behavior. Journal of Consumer Research, 3(13), 394–404.
Hofstede, G. (2011). Dimensionalizing Cultures: The Hofstede Model in Context. Online Readings in Psychology and Culture, 2(1), 1–26. https://doi.org/10.9707/2307-0919.1014
Jacobsen, S. (2018). Why did I buy this?: The effect of WOM and online reviews on post purchase attribution for product outcomes. Journal of Research in Interactive Marketing, 12(3), 370–395. https://doi.org/10.1108/JRIM-12-2017-0102
Jiménez, N., & Martín, S. S. (2014). The mediation of trust in country-of-origin effects across countries. Cross Cultural Management, 21(2), 150–171. https://doi.org/10.1108/CCM-12-2012-0113
Jöreskog,K. (n.d.).
Kahle, L. R., & Valette-Florence, P. (2012). Marketplace lifestyles in an age of social media Theory and methods. ME Sharpe.
Kang, J., & Hustvedt, G. (2014). Building Trust Between Consumers and Corporations: The Role of Consumer Perceptions of Transparency and Social Responsibility. Journal of Business Ethics, 125(2), 253–265. https://doi.org/10.1007/s10551-013-1916-7
Kassarjian, H. H., & Sheffet, M. J. (1991). Personality and consumer behavior An update. Perspectives in Consumer Behavior, 281–303.
Kusumasondjaja, S., & Tjiptono, F. (2019). Endorsement and visual complexity in food advertising on Instagram. Internet Research, 29(4), 659–687. https://doi.org/10.1108/IntR-11-2017-0459
Li, F., Pieńkowski, D., van Moorsel, A., & Smith, C. (2012). A holistic framework for trust in online transactions. International Journal of Management Reviews, 14(1), 85–103.
Liang, H. L., & Lin, P. I. (2018). Influence of multiple endorser-product patterns on purchase intention: An interpretation of elaboration likelihood model. International Journal of Sports Marketing and Sponsorship, 19(4), 415–432. https://doi.org/10.1108/IJSMS-03-2017-0022
Lin, L. Y., & Ching Yuh, C. Y. (2010). The influence of corporate image, relationship marketing, and trust on purchase intention: the moderating effects of wordofmouth. Tourism Review, 65(3), 16–34. https://doi.org/10.1108/16605371011083503
Linlin, Z., He, L., Feng-Kwei, W., Wu, H., & Zejin, T. (2020, January 1). How online reviews affect purchase intention: a new model based on the stimulus-organism-response (S-O-R) framework. Aslib Journal of Information Management. https://doi.org/10.1108/AJIM-11-2019-0308
Liu, C., Bao, Z., & Zheng, C. (2019). Exploring consumers' purchase intention in social commerce: An empirical study based on trust, argument quality, and social presence. Asia Pacific Journal of Marketing and Logistics, 31(2), 378–397. https://doi.org/10.1108/APJML-05-2018-0170
López, M., Sicilia, M., & Hidalgo-Alcázar, C. (2016). WOM Marketing in Social Media. Advertising in New Formats and Media,149–168. https://doi.org/10.1108/978-1-78560-313-620151007
M.K., C.C., K.O., L.M., & Neil, R. (2008). The impact of electronic word‐of‐mouth: The adoption of online opinions in online customer communities. Internet Research, 18(3), 229–247. https://doi.org/10.1108/10662240810883290
Ma, Y. J., Littrell, M. A., & Niehm, L. (2012). Young female consumers' intentions towards fair trade consumption. International Journal of Retail & Distribution Management. , 5(3).
Madeeha, I., Shakil, A.M., & Farooq, M. O. (2020, January 1). Understanding consumers' trust in social media marketing environment. International Journal of Retail & Distribution Management. https://doi.org/10.1108/IJRDM-07-2019-0225
Madhu, A. (1995). Review of a 40‐year debate in international advertising: practitioner and academician perspectives to the standardization/adaptation issue. International Marketing Review, 12(1), 26–48. https://doi.org/10.1108/02651339510080089
McCracken, G. (1989). Who is the celebrity endorser Cultural foundations of the endorsement process. Journal of Consumer Research, 16(3), 310–321.
Morais, W. E. A. de, Solange, A., Galindo, C. I.C., & Miadaira, H. K. (2020). Perceived value, trust and purchase intention of organic food: a study with Brazilian consumers. British Food Journal, 122(4), 1070–1184. https://doi.org/10.1108/BFJ-05-2019-0363
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Nick, H. (2019). The impact of positive valence and negative valence on social commerce purchase intention. Information Technology & People, 33(2), 774–791. https://doi.org/10.1108/ITP-02-2018-0099
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Ohanian, R. (1991). The impact of celebrity spokespersons' perceived image on consumers' intention to purchase. Journal of Advertising Research.
Park, H., & Kim, Y. K. (2016). Proactive versus reactive apparel brands in sustainability Influences on brand loyalty. Journal of Retailing and Consumer Services, 29(4), 114-122.
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Rollins, B., & Bhutada, N. (2014). Impact of celebrity endorsements in disease-specific direct-toconsumer (DTC) advertisements: An elaboration likelihood model approach. International Journal of Pharmaceutical and Healthcare Marketing, 8(2), 164–177. https://doi.org/10.1108/IJPHM-05-2013-0024
Rousseau, D.M., Sitkin, S.B., Burt, R. S., Camerer, C., Rousseau, D.M., & Burt, R. S. (2012). To Special Topic Forum Not So Different After All : a Cross-Discipline View of Trust. 23(3), 393–404.
Roy, S., & Pansari, A. (2014). Owner or endorser? Investigating the effectiveness of celebrity owners of sports teams as endorsers. International Journal of Sports Marketing and Sponsorship, 15(2), 12–29. https://doi.org/10.1108/IJSMS-15-02-2014-B003
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References
Agrawal, J., & Kamakura, W. (1995). 1995_Agrawal e Kamakura_Economic Worth of Celebrity Endorsers.pdf. Journal of Marketing, 59, 56–62.
Ahmad, D., Ruaa, H., Tillal, E., Muhammad, R.-S. P., Dongmei, C., & Naphat, K. (2020, January 1). Factors affecting e-WOM credibility, information adoption and purchase intention on Generation Y: a case from Thailand. Journal of Enterprise Information Management. https://doi.org/10.1108/JEIM-04-2019-0118
Albright, Jeremy J.; Park, H.M. (2009). Albright, J. Indiana University. Retrieved from http://hdl.handle.net/2022/19736
Amaral, G., Bushee, J., Cordani, U.G., KAWASHITA, K., Reynolds, J. H., ALMEIDA, F. F.M. D. E., ... Junho, M. do C.B. (2013). No齢者にお体る析Title. Journal of Petrology, 369(1), 1689–1699. https://doi.org/10.1017/CBO9781107415324.004
Andreassen, T. W., & Streukens, S. (2009). Service innovation and electronic wordofmouth: Is it worth listening to? Managing Service Quality: An International Journal, 19(3), 249–265. https://doi.org/10.1108/09604520910955294
Bilgihan, A. (2016). Gen y customer loyalty in online shopping: An integrated trust, user experience, and branding model. Computers in Human Behavior, 61,103–113. https://doi.org/10.1016/j.chb.2016.03.014
Bilsen, B., Emrah, Ö., Erdoğan, K., & Oğuz, A.M. (2019). An Investigation of Augmented Reality Applications from the Perspectives of Brand Trust and Purchase Intentions of Customers. In S. Grima, E. Özen, H. Boz, J. Spiteri, & E. Thalassinos (Eds.), Contemporary Issues in Behavioral Finance (pp. 53–64 https://doi.org/10.1108/S1569-375920190000101005).
Bloch, P. H., Sherrell, D. L., & Ridgway, N.M. (1986). Consumer Search: An Extended Framework. Journal of Consumer Research, 13(1), 119. https://doi.org/10.1086/209052
Burnkrant, R. E., & Sawyer, A. G. (1983). Effects of involvement and message content on information-processing intensity. Information Processing Research in Advertising, 12(2), 46–64.
Celsi, R. L., & Olson, J.C. (1988). The role of involvement in attention and comprehension processes. Journal of Consumer Research, 15(2), 210-224.
Choi, Y. K. (2019). Characters' persuasion effects in advergaming: Role of brand trust, product involvement, and trust propensity. Internet Research, 29(2), 367–380. https://doi.org/10.1108/IntR-01-2018-0021
Delgado‐Ballester, E. (2004). Applicability of a brand trust scales across product categories. European Journal of Marketing, 38(5/6), 573–592. https://doi.org/10.1108/03090560410529222
Ding, H., Molchanov, A. E., & Stork, P. A. (2011). The value of celebrity endorsements: A stock market perspective. Marketing Letters, 22(2), 147–163. https://doi.org/10.1007/s11002-010-9117-y
Dwivedi, A., Johnson, L. W., & McDonald, R. E. (2015). Celebrity endorsement, self-brand connection and consumer-based brand equity. Journal of Product and Brand Management, 24(5), 449–461. https://doi.org/10.1108/JPBM-10-2014-0722
Escalas, J. E., & Bettman, J. R. (2017). Connecting With Celebrities: How Consumers Appropriate Celebrity Meanings for a Sense of Belonging. Journal of Advertising, 46(2), 297–308. https://doi.org/10.1080/00913367.2016.1274925
Farivar, S., Turel, O., & Yuan, Y. (2017). A trust-risk perspective on social commerce use: an examination of the biasing role of habit. Internet Research, 27(3), 586–607. https://doi.org/10.1108/IntR-06-2016-0175
Freire, O., Quevedo-Silva, F., Senise, D., & Scrivano, P. (2018). The effectiveness of celebrity endorsement in aspiring new celebrities: Examining the effects of brand, congruence, charisma and overexposure. RAUSP Management Journal, 53(3), 289–303. https://doi.org/10.1108/RAUSP-04-2018-011
Friedman, H. H., & Friedman, L. (1979). Endorser effectiveness by product type. Journal of Advertising Research. Retrieved from papers3://publication/uuid/7BC5FB80-1A95-4454-A5CE-B93B05E65C29
Gefen, D., & Straub, D. W. (2004). Consumer trust in B2C e-Commerce and the importance of social presence: Experiments in e-Products and e-Services. Omega, 32(6), 407–424. https://doi.org/10.1016/j.omega.2004.01.006
Gul, G. N., Gul, G. F., Jing, Z., Gul, G. R., Zhenxing, G., & Gul, G. W. (2020, January 1). The role of endorsers in bringing defunct brands back to life: theory and evidence. Journal of Product & Brand Management. https://doi.org/10.1108/JPBM-03-2019-2315
Hair Jr., J. F., Hult, G. T.M., Ringle, C., & Sarstedt, M. (2016). A primer on partial least squares structural equation modeling (PLS-SEM). Sage Publications Ltd.
Havlena, W. J., & Holbrook, M.B. (1986). The varieties of consumption experience comparing two typologies of emotion in consumer behavior. Journal of Consumer Research, 3(13), 394–404.
Hofstede, G. (2011). Dimensionalizing Cultures: The Hofstede Model in Context. Online Readings in Psychology and Culture, 2(1), 1–26. https://doi.org/10.9707/2307-0919.1014
Jacobsen, S. (2018). Why did I buy this?: The effect of WOM and online reviews on post purchase attribution for product outcomes. Journal of Research in Interactive Marketing, 12(3), 370–395. https://doi.org/10.1108/JRIM-12-2017-0102
Jiménez, N., & Martín, S. S. (2014). The mediation of trust in country-of-origin effects across countries. Cross Cultural Management, 21(2), 150–171. https://doi.org/10.1108/CCM-12-2012-0113
Jöreskog,K. (n.d.).
Kahle, L. R., & Valette-Florence, P. (2012). Marketplace lifestyles in an age of social media Theory and methods. ME Sharpe.
Kang, J., & Hustvedt, G. (2014). Building Trust Between Consumers and Corporations: The Role of Consumer Perceptions of Transparency and Social Responsibility. Journal of Business Ethics, 125(2), 253–265. https://doi.org/10.1007/s10551-013-1916-7
Kassarjian, H. H., & Sheffet, M. J. (1991). Personality and consumer behavior An update. Perspectives in Consumer Behavior, 281–303.
Kusumasondjaja, S., & Tjiptono, F. (2019). Endorsement and visual complexity in food advertising on Instagram. Internet Research, 29(4), 659–687. https://doi.org/10.1108/IntR-11-2017-0459
Li, F., Pieńkowski, D., van Moorsel, A., & Smith, C. (2012). A holistic framework for trust in online transactions. International Journal of Management Reviews, 14(1), 85–103.
Liang, H. L., & Lin, P. I. (2018). Influence of multiple endorser-product patterns on purchase intention: An interpretation of elaboration likelihood model. International Journal of Sports Marketing and Sponsorship, 19(4), 415–432. https://doi.org/10.1108/IJSMS-03-2017-0022
Lin, L. Y., & Ching Yuh, C. Y. (2010). The influence of corporate image, relationship marketing, and trust on purchase intention: the moderating effects of wordofmouth. Tourism Review, 65(3), 16–34. https://doi.org/10.1108/16605371011083503
Linlin, Z., He, L., Feng-Kwei, W., Wu, H., & Zejin, T. (2020, January 1). How online reviews affect purchase intention: a new model based on the stimulus-organism-response (S-O-R) framework. Aslib Journal of Information Management. https://doi.org/10.1108/AJIM-11-2019-0308
Liu, C., Bao, Z., & Zheng, C. (2019). Exploring consumers' purchase intention in social commerce: An empirical study based on trust, argument quality, and social presence. Asia Pacific Journal of Marketing and Logistics, 31(2), 378–397. https://doi.org/10.1108/APJML-05-2018-0170
López, M., Sicilia, M., & Hidalgo-Alcázar, C. (2016). WOM Marketing in Social Media. Advertising in New Formats and Media,149–168. https://doi.org/10.1108/978-1-78560-313-620151007
M.K., C.C., K.O., L.M., & Neil, R. (2008). The impact of electronic word‐of‐mouth: The adoption of online opinions in online customer communities. Internet Research, 18(3), 229–247. https://doi.org/10.1108/10662240810883290
Ma, Y. J., Littrell, M. A., & Niehm, L. (2012). Young female consumers' intentions towards fair trade consumption. International Journal of Retail & Distribution Management. , 5(3).
Madeeha, I., Shakil, A.M., & Farooq, M. O. (2020, January 1). Understanding consumers' trust in social media marketing environment. International Journal of Retail & Distribution Management. https://doi.org/10.1108/IJRDM-07-2019-0225
Madhu, A. (1995). Review of a 40‐year debate in international advertising: practitioner and academician perspectives to the standardization/adaptation issue. International Marketing Review, 12(1), 26–48. https://doi.org/10.1108/02651339510080089
McCracken, G. (1989). Who is the celebrity endorser Cultural foundations of the endorsement process. Journal of Consumer Research, 16(3), 310–321.
Morais, W. E. A. de, Solange, A., Galindo, C. I.C., & Miadaira, H. K. (2020). Perceived value, trust and purchase intention of organic food: a study with Brazilian consumers. British Food Journal, 122(4), 1070–1184. https://doi.org/10.1108/BFJ-05-2019-0363
Morgan, R., & Hunt, S. (1994). The_commitment-trust_theory_of_relations.pdf. Journal of Marketing, Vol. 58, pp. 20–38.
Morimoto, M. (2018). Congruence and celebrity endorser credibility in Japanese OTC drug advertising. International Journal of Pharmaceutical and Healthcare Marketing, 12(3), 234–250. https://doi.org/10.1108/IJPHM-09-2017-0049
Nick, H. (2019). The impact of positive valence and negative valence on social commerce purchase intention. Information Technology & People, 33(2), 774–791. https://doi.org/10.1108/ITP-02-2018-0099
Nunes, P. F., & Cespedes, F. V. (2003). The customer has escaped. Harvard Business Review, 81(11), 96–105.
Ohanian, R. (1991). The impact of celebrity spokespersons' perceived image on consumers' intention to purchase. Journal of Advertising Research.
Park, H., & Kim, Y. K. (2016). Proactive versus reactive apparel brands in sustainability Influences on brand loyalty. Journal of Retailing and Consumer Services, 29(4), 114-122.
Rockwell, D., & Giles, D.C. (2009). Being a celebrity: A phenomenology of fame. Journal of Phenomenological Psychology, 40(2), 178–210. https://doi.org/10.1163/004726609X12482630041889
Rollins, B., & Bhutada, N. (2014). Impact of celebrity endorsements in disease-specific direct-toconsumer (DTC) advertisements: An elaboration likelihood model approach. International Journal of Pharmaceutical and Healthcare Marketing, 8(2), 164–177. https://doi.org/10.1108/IJPHM-05-2013-0024
Rousseau, D.M., Sitkin, S.B., Burt, R. S., Camerer, C., Rousseau, D.M., & Burt, R. S. (2012). To Special Topic Forum Not So Different After All : a Cross-Discipline View of Trust. 23(3), 393–404.
Roy, S., & Pansari, A. (2014). Owner or endorser? Investigating the effectiveness of celebrity owners of sports teams as endorsers. International Journal of Sports Marketing and Sponsorship, 15(2), 12–29. https://doi.org/10.1108/IJSMS-15-02-2014-B003
Sarstedt, M., Henseler, J., & Ringle, C.M. (2011). Multigroup analysis in partial least squares (PLS) path modeling: Alternative methods and empirical results. Advances in International Marketing, 22(June 2014), 195–218. https://doi.org/10.1108/S1474-7979(2011)0000022012
Shahab, P., Tara, D., & J.L., C. W. (2020, January 1). Electronic word of mouth in tourism and hospitality consumer behaviour: state of the art. Tourism Review. https://doi.org/10.1108/TR-01-2019-0019
Shimp, T. (2003). Advertising, Promotion and Supplemental Aspects of Integrated Marketing Communications. Thomson. Learning, USA.
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