An Investigation of Celebrities’ and Influencers’ Credibility Dimensions in Different Generations

Purpose – The main goal of this paper is to investigate the differences between celebrity and influencer dimensions of credibility and identification and how they affect purchase intentions and attitudes toward an endorsed product among generations X, Y, and Z. Design/Methodology/Approach – Our research model is based on the theories of source credibility and identification, as well as their impact on consumers’ attitudes toward endorsed products and their purchase intentions. As part of an experiment we performed, participants were shown advertisements of women’s sports apparel (leggings) combined with a picture of a celebrity or influencer before being asked questions about these ads to assess the response they evoked. Findings and implications – Our study shows that the attitudes and purchase intentions of all three generations are influenced by endorsers, with Gen Z members exhibiting significantly higher values. Their identification and credibility dimensions are significantly higher for influencers. While Gen Y has no preference as to the type of endorser, Gen X members who perceive celebrities to be more credible also exhibit a higher chance of purchase from their endorsements. Limitations – The study focuses on a single product category, which might differ from others in terms of consumer behavior. As using display ads is not typically the most natural way for endorsers to communicate with their target audience, its effects might differ from other types of communication. Although the celebrities used in the experiment are widely acclaimed internationally and locally, we assumed that the age of endorsers used does not affect their popularity among age groups. Also, the research only analyzes women who might behave differently from men. Originality – This paper adds to the body of understanding of how celebrities and social media influencers differ when it comes to their effect on consumer behavior by investigating such differences among generations X, Y, and Z.