Celebrity Endorsement and Social Media Influencer Marketing: Case Study in Ho Chi Minh City

The endorsement of celebrity has been demonstrated effectively in many researches, but still underestimated in social media influencer marketing. This study aims to investigate the effectiveness of celebrity endorsement and social media influencer marketing in influencing consumer behavior. By utilizing the Source Credibility Model and the Theory of Reasoned Action (TRA), this research conducts a conceptual framework to examine how perceived expertise, trustworthiness, and attractiveness of celebrities and influencers impact consumer attitudes and purchase intentions. An empirical study and PLS-SEM method was employed to analyze data collected from 368 adequate respondents to test the hypothesized relationships. Results show that attractiveness and expertise have positive impact on brand attitude, hence increase the intention to purchase. Findings contribute to identify factors that improve the legitimacy and effectiveness of endorsements, as well as proposing an integrative approach to combine traditional and influencer marketing efforts. This study also supplies to academic discourse in marketing and provides practical implications for brand managers navigating the evolving consumer landscape.