ArticleHeliyon2023
Modelling the significance of celebrity endorsement and consumer interest on attitude, purchase intention, and willingness to pay a premium price for green skincare products.
Article in Heliyon, 2023. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 3 papers.
What it found
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The abstract states no effect estimate the extractor could read, or names no intervention and outcome on the map, so this paper lights no cell and moves no belief. It is still indexed, cited and linked below.
The trial behind it
Trials whose registry record cites this paper, or whose number appears in the abstract. A trial that started after this paper was published is citing it as background, not reporting it.
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Who cites it
3 citing papers in PubMed, 58 citations in OpenAlex.
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Corrections and comments
PubMed lists nothing against this paper. Absence here is not a guarantee, only a check that was made.
Authors and funding
5 authors at 2 institutions in 1 country.
Funding
No grant is acknowledged in the PubMed record.
Abstract
Due to the major shift in online purchasing during the COVID-19 lockdown, celebrity endorsement marketing has gained traction. Concurrently, COVID-19 has also transformed consumers' attitudes toward using eco-friendly products, such as green skincare products, to ensure a healthier lifestyle. This study developed a comprehensive framework based on the stimuli-organism-response theory and the parasocial interaction theory to empirically evaluate the impact of celebrities' credibility attributes and consumers' interests in celebrities on their attitudes towards advertisements for endorsed green skincare products, their intentions to make a purchase, and their willingness to pay a premium price for these products. 778 Malaysian consumers participated in the online survey, and their responses were analyzed using partial least squares structural equation modelling (PLS-SEM). The results showed the positive effects of credibility traits (trustworthiness - β = 0.100, p-value = 0.026; exquisite personality - β = 0.075, p-value = 0.028; dignified image - β = 0.152, p-value = 0.001; expertise - β = 0.221, p-value <0.001), and customer attention to celebrities (β = 0.184, p-value <0.001) on their attitudes toward endorsed advertisements. Likewise, credibility features (exquisite personality - β = 0.116, p-value = 0.002; dignified image - β = 0.112, p-value = 0.017; expertise - β = 0.207, p-value <0.001) and customers' companionship with celebrities (β = 0.142, p-value = 0.001) also have a significant positive impact on attitudes towards brands. Finally, consumers' purchasing intentions and willingness to pay premium prices for green skincare products were strongly influenced by their attitude toward advertising (β = 0.484, p-value <0.001) and brands (β = 0.326, p-value <0.001). Evidently, the findings of this study may help players in the cosmetics industry enhance their marketing and promotion tactics for eco-friendly beauty and personal care products.
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Registered trials
Read under generation 80e0d062 · epoch 390. Bibliography from PubMed, PubMed Central and OpenAlex; grants from NIH RePORTER; trial links from ClinicalTrials.gov; estimates, votes and beliefs from the OpenQuestion graph.