The Impact of Celebrity Endorsement on Consumer Repurchase Intentions: The Mediating Role of Brand Trust in E-Commerce

This study investigates the impact of celebrity endorsement on consumer repurchase intentions in the context of e-commerce, with consumer trust acting as a mediating variable. Online shopping is becoming more and more popular, and brands make more use of celebrity figures to influence people's behavior in purchasing. While celebrity endorsements have been shown to enhance brand visibility and perception, their effect on long-term consumer actions such as repurchase intention remains underexplored. In order to conduct this research, a quantitative cross-sectional design is used along with data collection from 250 online consumers of Pakistan through a structured questionnaire made from the validated scales. Structural Equation Modelling (SEM) is used to analyse the data to examine the direct and indirect relationships among the variables. Findings show that celebrity endorsement positively affects repurchase intentions, and this relationship is significantly mediated by consumer trust. This study is a contribution to marketing literature by examining how the trust generated from endorsements can facilitate customer loyalty in e-commerce. It may have practical implications for marketers and e-retailers.