Sports celebrity traits and millennial purchasing intentions: a cross-platform mixed-methods study

By explicitly comparing multiple social media platforms and integrating quantitative and qualitative evidence, this study advances endorsement research by demonstrating that celebrity trait effectiveness is platform-specific rather than uniform. While all examined traits shape consumer responses, their relative importance differs across platforms, highlighting the need for platform-sensitive endorsement strategies and careful selection of celebrity endorsers. This cross-platform, mixed-method perspective provides nuanced insights into how digital celebrities influence consumer behavior and offers practical recommendations for marketers seeking to optimize influencer strategies across diverse social media channels.