The Influence of Celebrity Endorsement Types and Congruency Celebrity with the Body Care Products on Instagram Users' Intention to Purchase
- 10.2991/uipsur-17.2018.28How to use a DOI?
- celebrity endorsement type, congruency celebrity with the product, Instagram, online experiment, purchase intention
This study aimed to examine the influence of types of celebrity endorsement and congruency celebrity with the product on purchase intention on Instagram users. This study was experimental online research with 2x2 factorial ANOVA between-subject design. Celebrity endorsement types (famous celebrity vs. non-famous celebrity) was varied, along with congruence between celebrity and product (higher vs. lower congruency). Participants were 774 people aged 18-25 years who classified as the most Instagram users. Results showed that purchase intention score on famous celebrity was significantly higher than non-famous celebrity. Meanwhile, congruency between celebrity and product did not significantly affect purchase intention. Therefore, it could be concluded that the type of celebrity endorsement affects purchase intention, while congruency between celebrity and product did not affect purchase intention. The implications of this research can be useful to help marketers choose the right type of celebrity endorsement in creating ads.
- © 2018, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Ratu Laila AU - Bertina Sjabadhyni PY - 2018/07 DA - 2018/07 TI - The Influence of Celebrity Endorsement Types and Congruency Celebrity with the Body Care Products on Instagram Users' Intention to Purchase BT - Proceedings of the Universitas Indonesia International Psychology Symposium for Undergraduate Research (UIPSUR 2017) PB - Atlantis Press SP - 190 EP - 196 SN - 2352-5398 UR - https://doi.org/10.2991/uipsur-17.2018.28 DO - 10.2991/uipsur-17.2018.28 ID - Laila2018/07 ER -