The role of perceived religiosity in strengthening celebrity endorser’s credibility dimensions

This present study investigates the moderating effect of celebrity endorsers’ perceived religiosity in the relationship between dimensions in source credibility theory and consumers’ purchase intention. A self-administered survey was conducted using mock-up stimuli to 505 respondents in major univer...

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Autores principales:	Sahat Aditua Fandhitya Silalahi, Fachrurazi Fachrurazi, Achmad Muchaddam Fahham
Formato:	article
Lenguaje:	EN
Publicado:	Taylor & Francis Group 2021
Materias:	source credibility theory perceived religiosity celebrity endorsement trustworthiness expertise attractiveness Business HF5001-6182 Management. Industrial management HD28-70
Acceso en línea:	https://doaj.org/article/f88fccc4dfe240d7b6a3352665c80ee6
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spelling	oai:doaj.org-article:f88fccc4dfe240d7b6a3352665c80ee62021-12-02T16:37:39ZThe role of perceived religiosity in strengthening celebrity endorser’s credibility dimensions2331-197510.1080/23311975.2021.1956066https://doaj.org/article/f88fccc4dfe240d7b6a3352665c80ee62021-01-01T00:00:00Zhttp://dx.doi.org/10.1080/23311975.2021.1956066https://doaj.org/toc/2331-1975This present study investigates the moderating effect of celebrity endorsers’ perceived religiosity in the relationship between dimensions in source credibility theory and consumers’ purchase intention. A self-administered survey was conducted using mock-up stimuli to 505 respondents in major universities located in Jakarta, Indonesia. Subsequently, exploratory and confirmatory factor analysis was employed, followed by regression analysis using AMOS 24.0 to test the hypotheses. The results revealed that endorsers’ perceived religiosity significantly strengthened the influences of trustworthiness and attractiveness dimensions toward consumers’ purchase intention. Conversely, perceived religiosity did not significantly strengthen the effect of expertise on consumers’ purchase intention. Theoretically, this present study fulfills the knowledge gap of the influence of perceived religiosity construct on the relationship between source credibility dimensions and consumers’ purchase intention. While practically, this present study provides suggestions for marketers to involve the celebrity’s perceived religiosity dimensions to increase their endorsement campaigns’ credibility and effectiveness.Sahat Aditua Fandhitya SilalahiFachrurazi FachruraziAchmad Muchaddam FahhamTaylor & Francis Grouparticlesource credibility theoryperceived religiositycelebrity endorsementtrustworthinessexpertiseattractivenessBusinessHF5001-6182Management. Industrial managementHD28-70ENCogent Business & Management, Vol 8, Iss 1 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	source credibility theory perceived religiosity celebrity endorsement trustworthiness expertise attractiveness Business HF5001-6182 Management. Industrial management HD28-70
spellingShingle	source credibility theory perceived religiosity celebrity endorsement trustworthiness expertise attractiveness Business HF5001-6182 Management. Industrial management HD28-70 Sahat Aditua Fandhitya Silalahi Fachrurazi Fachrurazi Achmad Muchaddam Fahham The role of perceived religiosity in strengthening celebrity endorser’s credibility dimensions
description	This present study investigates the moderating effect of celebrity endorsers’ perceived religiosity in the relationship between dimensions in source credibility theory and consumers’ purchase intention. A self-administered survey was conducted using mock-up stimuli to 505 respondents in major universities located in Jakarta, Indonesia. Subsequently, exploratory and confirmatory factor analysis was employed, followed by regression analysis using AMOS 24.0 to test the hypotheses. The results revealed that endorsers’ perceived religiosity significantly strengthened the influences of trustworthiness and attractiveness dimensions toward consumers’ purchase intention. Conversely, perceived religiosity did not significantly strengthen the effect of expertise on consumers’ purchase intention. Theoretically, this present study fulfills the knowledge gap of the influence of perceived religiosity construct on the relationship between source credibility dimensions and consumers’ purchase intention. While practically, this present study provides suggestions for marketers to involve the celebrity’s perceived religiosity dimensions to increase their endorsement campaigns’ credibility and effectiveness.
format	article
author	Sahat Aditua Fandhitya Silalahi Fachrurazi Fachrurazi Achmad Muchaddam Fahham
author_facet	Sahat Aditua Fandhitya Silalahi Fachrurazi Fachrurazi Achmad Muchaddam Fahham
author_sort	Sahat Aditua Fandhitya Silalahi
title	The role of perceived religiosity in strengthening celebrity endorser’s credibility dimensions
title_short	The role of perceived religiosity in strengthening celebrity endorser’s credibility dimensions
title_full	The role of perceived religiosity in strengthening celebrity endorser’s credibility dimensions
title_fullStr	The role of perceived religiosity in strengthening celebrity endorser’s credibility dimensions
title_full_unstemmed	The role of perceived religiosity in strengthening celebrity endorser’s credibility dimensions
title_sort	role of perceived religiosity in strengthening celebrity endorser’s credibility dimensions
publisher	Taylor & Francis Group
publishDate	2021
url	https://doaj.org/article/f88fccc4dfe240d7b6a3352665c80ee6
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The role of perceived religiosity in strengthening celebrity endorser’s credibility dimensions

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