Key impacts of celebrity endorsement in social media platforms on consumer purchase intention of the soft drink brands

Due to the rapid global expansion of social media, consumers are becoming increasingly sensitive in their purchasing decisions. Currently, celebrity plays a crucial role in influencing consumer purchasing behavior. However, this area has not received much attention, which presents an opportunity for the current study to fill this gap. Therefore, this research aims to investigate how companies leverage celebrity brand congruence to enhance their appeal to customers. To achieve this objective, this paper explores the connection between social media, celebrity endorsements, and consumer behavior in an environment where transparency and authenticity are important. By using a quantitative analysis, we conducted an online survey with 564 participants from diverse demographics. The findings from Structural Equation Modeling (SEM) reveal significant relationships as follows: celebrity brand congruence positively influences attitude toward the brand; celebrity expertise correlates with attitude toward the brand; celebrity attractiveness impacts attitude toward the brand; and celebrity trustworthiness enhances attitude toward the brand. Interestingly, the study identifies a powerful connection between attitude toward the brand and purchase intention. Finally, the research provides significant implications for marketers and brands in terms of using the influence of celebrities in developing marketing strategies to promote their business.