Study investigates influence of celeb skincare endorsement on consumer purchase intentions

15 Jul 2022 --- Researchers at Esa Unggul University, Jakarta, Indonesia, have found that skincare celebrity endorsers’ attractiveness can increase consumer purchase intentions and their credibility can increase positive brand attitudes. Also, positive brand attitudes boost purchase intentions. 

The researchers conducted a study with 165 respondents. Their purpose was to provide an explanation of the effect of attractiveness, credibility and brand attitude on consumers’ purchase intentions on skincare products specifically.

Moreover, the researchers say that their study is distinguished in that there are not many studies that use these variables simultaneously in one study.

The increasing use of social media is one of the reasons the beauty and skincare industries are growing so rapidly.The sway of a celebrity
According to the study, people want others to notice how healthy and beautiful their skin looks and the increasing use of social media and the comparative culture that goes with it, is one of the reasons the beauty and skincare industries are growing so rapidly. 

They found that celebrity endorsement – as an ethos strategy of marketing – influences consumer buying intentions and that most marketers are willing to invest a large amount of money to be able to use the services of celebrity endorsers to market their products. 

By linking a product to a celebrity’s profile – their beliefs, habits and their physical features – the product becomes more attractive, according to the researchers. The celebrity endorsement would be considered ‘good attractiveness’ for the brand.

Consumer and endorser relationship
Online promotion featuring celebrity endorsement is not only to attract consumers’ attention but also to increase leeway of persuasion, according to the study. Celebrities that can create bonds, facilitate relationships with consumers and describe the characteristics of a brand show that attractiveness has a positive effect on the attitude consumers have toward a brand.

Shaping consumers’ attitudes toward the brand is an important element in increasing consumers’ intentions to purchase. If a brand is trusted, the frequency of purchase will be higher than if a brand is not trusted. 

A celebrity endorser’s attractiveness will improve consumer purchase intentions as well, the study finds. Consumers are persuaded through identification when they notice anything intriguing about a celebrity endorsement. In other words, customers will mostly imitate the actions, pursuits and attitudes of the celebrity endorser.

Purchase intentionsPeople want others to notice how healthy their skin looks because of the comparative culture.
The study finds that when customers begin to build thoughts about a brand, brand attitudes and consumer purchase intentions start to emerge. If a consumer has favorable opinions toward the brand, the consumer will have increased purchasing intentions.

There is a positive correlation between brand attitudes and consumer purchase intentions. Customer attitudes toward advertising can promote consumer purchase intentions, which can subsequently be mediated by positive views about companies. A positive brand attitude enhances consumer purchasing intentions.

Higher credibility and perception of an endorser’s attractiveness in an advertisement can influence the audience to receive information and affect the audience’s willingness to buy the product. 

The study finds that celebrity endorsers’ attractiveness can increase consumer purchase intentions. Good credibility can increase positive brand attitudes and good credibility can increase purchase intentions of consumers. Finally, a positive brand attitude might boost purchase intentions.

Another Indonesia-based study revealed that green brand positioning, green brand attitude and green brand knowledge were all crucial factors to consider when consumers decided whether or not to buy green cosmetics.

By Mieke Meintjes