Impact of Celebrity Endorsements and Online Reviews on Health Product Purchases in Pakistan

Syed Muhammad Fauzan Ali; Fahad Ahmed Khan; Syed Abdul Aleem Shah; Bakht Zaman; Bushra Khan; Ramesh  Kumar; Syed Muhammad Farhan; Muhammad Ahsan

Impact of Celebrity Endorsements and Online Reviews on Health Product Purchases in Pakistan

Authors

Syed Muhammad Fauzan Ali Baqai Institute of Health Management Sciences, Baqai Medical University, Karachi, Pakistan Author https://orcid.org/0000-0003-2627-6112
Fahad Ahmed Khan Baqai Institute of Health Management Sciences, Baqai Medical University, Karachi, Pakistan Author https://orcid.org/0009-0003-2136-0822
Syed Abdul Aleem Shah Baqai Institute of Health Management Sciences, Baqai Medical University, Karachi, Pakistan Author https://orcid.org/0009-0006-1454-1694
Bakht Zaman Baqai Institute of Health Management Sciences, Baqai Medical University, Karachi, Pakistan Author https://orcid.org/0009-0008-6140-2616
Bushra Khan Baqai Institute of Health Management Sciences, Baqai Medical University, Karachi, Pakistan Author https://orcid.org/0009-0003-9733-1307
Ramesh Kumar Baqai Institute of Health Management Sciences, Baqai Medical University, Karachi, Pakistan Author https://orcid.org/0009-0005-2810-3129
Syed Muhammad Farhan Baqai Institute of Health Management Sciences, Baqai Medical University, Karachi, Pakistan Author https://orcid.org/0009-0004-9869-7041
Muhammad Ahsan Baqai Institute of Health Management Sciences, Baqai Medical University, Karachi, Pakistan Author https://orcid.org/0009-0009-6412-7418

Keywords:

Celebrity endorsement, online reviews, health products, consumer behaviour, well-being, traditional marketing

Abstract

Background of the study: The increasing role of celebrity endorsements and online customer reviews in shaping consumer behaviour in Pakistan's health and wellness sector is notable. This research focuses on understanding the impact of celebrity influencers’ credibility and attractiveness on consumer attitudes and purchase intentions toward health products.
Methodology: The study employed a five-point Likert scale to gather data, which was analyzed using Structural Equation Modeling (SEM) through Smart PLS software. The research incorporated consumer attitudes as a moderating factor to evaluate the combined effectiveness of celebrity endorsements and social media strategies.
Results: The findings reveal that celebrity endorsements significantly enhance consumer attitudes and purchase intentions, particularly when the celebrities are perceived as credible and appealing. Furthermore, online reviews are crucial in influencing purchasing decisions, underscoring the importance of customer feedback on digital platforms.
Conclusions: This study provides valuable insights into consumer behaviour in Pakistan's health and wellness sector, emphasizing the strategic integration of celebrity endorsements with social media marketing. By aligning these strategies, marketers can influence consumer behaviour and boost product sales.

References

1. Ahmed, R., Seedani, S., Ahuja, M., &Paryani, S. (2015). Impact of celebrity endorsement on consumer buying behavior. Available at SSRN. https://doi.org/10.2139/ssrn.2666148

2. Akhlaq, A., & Ahmed, E. (2016). Gender differences among online shopping factors in Pakistan. Organizations and Markets in Emerging Economies, 7(1), 74-86. https://doi.org/10.15388/omee.2016.7.1.14216

3. Alawadhi, R., & Örs, M. (2020). Effect of celebrity endorsement on consumers purchase intention in the mediation effect of brand image. İşletmeAraştırmalarıDergisi, 12(1), 454-468.

4. Anshu, K., Gaur, L., & Singh, G. (2022). Impact of customer experience on attitude and repurchase intention in online grocery retailing: A moderation mechanism of value Co-creation. Journal of Retailing and Consumer Services, 64, 102798.

5. Ata, S., Arslan, H. M., Baydaş, A., &Pazvant, E. (2022). The effect of social media influencers’ credibility on consumer’s purchase intentions through attitude toward advertisement. ESIC Market, 53(1), e280-e280

6. Attia, S. T., & Attia, M. T. (2017). The impact of celebrity endorsement and fit on purchase intentions among Egyptian Muslim males and females. International Journal of Islamic Marketing and Branding, 2(4), 317-334.

7. Bukhari, F., Hussain, S., Ahmed, R. R., Streimikiene, D., Soomro, R. H., & Channar, Z. A. (2020). Motives and role of religiosity towards consumer purchase behavior in western imported food products. Sustainability, 12(1), 356. https://doi.org/10.3390/su12010356

8. Calvo-Porral, C., Rivaroli, S., & Orosa-González, J. (2021). The influence of celebrity endorsement on food consumption behavior. Foods, 10(9), 2224. https://doi.org/10.3390/foods10092224

9. Chen, H. S., Liang, C. H., Liao, S. Y., & Kuo, H. Y. (2020). Consumer attitudes and purchase intentions toward food delivery platform services. Sustainability, 12(23), 10177

10. Chen, T., Samaranayake, P., Cen, X., Qi, M., & Lan, Y. C. (2022). The impact of online reviews on consumers’ purchasing decisions: Evidence from an eye-tracking study. Frontiers in Psychology, 13, 865702

11. Chin, J. Y. (2019). The effect of social media influencers featured in beauty care products advertisements on purchase intention among UCSI University students. JurnalPengajian Media Malaysia, 21(2), 103-116.

12. Dar, T. M., & Tariq, N. (2021). Celebrities and influencers: Have they changed the game of online marketing? European Journal of Business and Management Research, 6(1), 106-111. https://doi.org/10.24018/ejbmr.2021.6.1.696

13. Deshbhag, R. R., & Mohan, B. C. (2020). Study on influential role of celebrity credibility on consumer risk perceptions. Journal of Indian Business Research, 12(1), 79-92

14. Ford, J. B. (2018). What do we know about celebrity endorsement in advertising? Journal of Advertising Research, 58(1), 1-2.

15. Health and wellness market size and growth 2024 to 2033. (2023). Vision Research Reports. Available at https://www.visionresearchreports.com/health-and-wellness-market/38526

16. Immanuel, D. M., & HS, A. B. (2021). The impact of using influencer on consumer purchase intention with attitude towards influencer and brand attitude as mediator. JurnalAplikasiManajemen, 19(4), 766-781

17. Ishaq, S., Badar, H., & Javed, H. (2021). Factors influencing female purchase behavior for organic cosmetic products in Pakistan. Global Social Sciences Review, 6(1), 396-407. https://doi.org/10.31703/gssr.2021(VI-I).40

18. Ittefaq, M., Seo, H., Abwao, M., Baines, A. (2022). Social media use for health, cultural characteristics, and demographics: A survey of Pakistani millennials. Digital Health, 8. https://doi.org/10.1177/20552076221089454

19. Macheka, T., Quaye, E. S., &Ligaraba, N. (2024). The effect of online customer reviews and celebrity endorsement on young female consumers’ purchase intentions. Young Consumers, 25(4), 462-482

20. Mohamad, B., Abdullah, S. N., Akanmu, M. D., & Raji, R. A. (2022). To what extent are credibility and attractiveness of social media influencer important in developing positive brand image and customer attitude?. In Mixed Methods Perspectives on Communication and Social Media Research (pp. 180-201). Routledge

21. Nafees, L., Cook, C. M., Nikolov, A. N., & Stoddard, J. E. (2021). Can social media influencer (SMI) power influence consumer brand attitudes? The mediating role of perceived SMI credibility. Digital Business, 1(2), 100008

22. Nivetha, T., Uma, K., & Olive, P. F. (2020). A study on consumer purchasing behavior towards herbal products using theory of planned behavior (TPB). International Journal of Current Microbiology and Applied Sciences, 9(8), 3290-3296.

23. Park, S. Y., & Yim, M. Y. C. (2020). Do celebrity endorsements benefit familiar luxury brands? A perspective from social adaptation theory. Journal of Current Issues & Research in Advertising, 41(1), 20-35. https://doi.org/10.1080/10641734.2019.1682082

24. Redjeki, F., Aripin, Z., &Ruchiyat, E. (2024). ANALYSING THE INFLUENCE OF INTERNET CELEBRITY SHORT VIDEOS ON VIEWER BEHAVIOUR: BEAUTY AS A PERSUASIVE FACTOR. KRIEZ ACADEMY: Journal of development and community service, 1(7), 31-44

25. Stollfuß, S. (2020). Communitainment on Instagram: Fitness content and community-driven communication as social media entertainment. SAGE Open, 10(2). https://doi.org/10.1177/2158244020919535

26. Tian, S., & Li, J. Y. (2022). Effects of celebrity, social media influencer, and peer endorsements on consumer responses toward a celebrity-owned brand: the role of source credibility and congruency. International Journal of Internet Marketing and Advertising, 17(1-2), 133-161

27. Tran, V. D., & Nguyen, T. D. (2022). The impact of security, individuality, reputation, and consumer attitudes on purchase intention of online shopping: The evidence in Vietnam. Cogent Psychology, 9(1), 2035530

28. Uddin, S. M. S., Fernandes, E. A., Merchant, R. Z., Saulat, U., & Tabish, M. (2022). Post-COVID-19, online consumer purchase behavior in Pakistan. International Journal of Experiential Learning & Case Studies, 7(2), 185-200.

29. Ullah, N., Zada, S., Siddique, M. A., Hu, Y., Han, H., Vega-Muñoz, A., & Salazar-Sepúlveda, G. (2021). Driving factors of the health and wellness tourism industry: A sharing economy perspective evidence from KPK Pakistan. Sustainability, 13(23), 13344. https://doi.org/10.3390/su132313344

30. Vergura, D. T., Zerbini, C., &Luceri, B. (2020). Consumers’ attitude and purchase intention towards organic personal care products. An application of the SOR model. Sinergie Italian Journal of Management, 38(1), 121-137

31. Vukmirović, V., Kostić-Stanković, M., & Domazet, I. (2020). Influenserikao segment digitalnemarketinškekomunikacije-stavovigeneracije Y. Marketing, 51(2), 98-107.

32. Zaremohzzabieh, Z., Ismail, N., Ahrari, S., & Samah, A. A. (2021). The effects of consumer attitude on green purchase intention: A meta-analytic path analysis. Journal of Business Research, 132, 732-743

Downloads

Published

31-10-2024

Issue

Vol. 1 No. 3 (2024): Archive of Management and Social Sciences

Section

Original Articles

License

This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite

Impact of Celebrity Endorsements and Online Reviews on Health Product Purchases in Pakistan. (2024). Archives of Management and Social Sciences , 1(3), 45-59. https://amss.alliednexuspublisher.com/index.php/1/article/view/35