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Young consumers are increasingly using online reviews and celebrity influence to make purchase decisions. The purpose of this study is to ascertain the influence of online customer reviews, celebrity influencer’s attractiveness, celebrity influencer’s credibility on female millennials’ purchase intention of beauty products.

To validate the research questions and hypotheses, data were obtained from young female consumers using an electronic self-administered survey questionnaire that was close ended. A total of 203 valid responses were obtained from which data were analysed by making use of structural equation modelling Mplus and the Statistical Package for the Social Sciences version 28.

The obtained results showed that the seven hypotheses of the study were positive. However, two hypotheses were negative, namely, celebrity influencer attractiveness did not have a significant influence on the attitude of consumers; and brand loyalty was not significantly correlating with young female consumers’ purchase intention of beauty products.

Given that millennials are known to be active users of social media and often consult online peer product reviews, marketers and practitioners of beauty industry should improve the effectiveness and usability of beauty influencers and online reviews to attract female millennial consumers.

This research contributes to understanding young female consumers’ attitudes towards purchasing beauty products, especially the combined influence of group influence (online reviews) and media influence (celebrity beauty influencers) on such attitudes.

This research delved into the intricate dynamics between celebrity endorsements and consumer behavior focusing on eco-friendly wine product. This study aims to understand the relationship between attitudes toward the celebrity endorser (CATT), perception of wine as eco-friendly (PECO), overall positive attitude toward the product (PATT) and the intention to purchase (PINT).

The present study relies on a large sample of 478 US citizens. Mediation moderation analysis is adopted for data analysis.

The findings revealed a full mediation effect where the influence of CATT on PINT is primarily through PECO and PATT. This suggests that the celebrity's endorsement indirectly affects purchase intention by first influencing perceptions of the product's eco-friendliness and the overall product attitude. Notably, perceiving wine as eco-friendly leads to a favorable product attitude, subsequently enhancing purchase intentions. While CATT significantly impacts both PECO and PATT, its effect is more potent on PATT, emphasizing that the celebrity's overall image might align more closely with the general product attitude than specific attributes like eco-friendliness.

Recognizing the complex landscape of the wine market, the research emphasizes the necessity for comprehensive marketing strategies that consider both the direct and mediated impacts of celebrity endorsements. The findings offer a foundational framework for understanding the nuanced interplay of celebrity endorsement, product perception and purchase intention in the context of the wine market.

The purpose of this paper is to obtain perceptions from three distinct millennial segments about human and nonhuman brands related to travel. Specifically, inter and intra relationships between human and nonhuman brand credibility and equity constructs were investigated.

Three millennial generational segments representing 571 respondents familiar with human and nonhuman brands, were investigated to explore their human and nonhuman brand credibility and equity perceptual issues. Structural equation modeling was employed to test the study hypotheses. Multi-group analysis was used to observe group differences.

Selected millennial segments were found to have differences in their behavior pertaining to human and nonhuman brand constructs. All hypotheses of the overall model were accepted. For group differences, a significant difference was observed. Gen Z was found to be different in emulating humans and their linked nonhuman brands when compared to both younger and older Gen Y segments.

Study findings contribute to the marketing and tourism branding literature, as do findings related to generational differences.

The authors suggested implications for hospitality and tourism marketing professionals under the headings of emotional attachment, entertaining content, use of social media and exploring brands online. Implications including multicultural, brands with strong values and engaging with brands can be helpful for hospitality managers in attracting millennials.

Social implications suggest behavioral differences related to three sub-groups of generational cohorts involving millennials.

This is the first study dedicated to observing millennial perceptions for human and nonhuman brands.

The aim of this paper, which analyses the use of sports celebrities in advertising discourse, is to understand the strategic use to which brands put them in their commercial and corporate communication on Instagram.

To this end, a content analysis was performed on the Instagram posts of the brands Santander, Movistar, Red Bull and Iberdrola during the period 2021-2022.

The results indicate that, strategically speaking, these brands use the celebrity endorsement strategy to pursue emotional objectives and to adopt a position depending on the type of user. Likewise, these findings show that they single out uniqueness as the principal celebrity characteristic, while also mainly leveraging sports values, especially competence. These values represented by sports celebrities are markedly social in nature, which implies that they enjoy a degree of public recognition that is transferred to the brand to which they lend their image.

The conclusions connect celebrity endorsers with strategic branding issues and aspects of sports.

An empirical approach is followed here to study the representation of sports celebrities in the advertising of well-known brands linked to the sports world.

As the superiority of sports celebrities' endorsements has been questioned, the purpose of this study is to identify various types of endorsers' direct and indirect effects on consumers' purchase intentions.

Empirical data were collected from 240 useful responses to an online experiment, and research hypotheses were tested using (moderated) serial mediation analyses.

The study's findings indicate that an endorser has a positive influence on consumers' purchase intentions through their perceptions of the advertisement and the endorsed brand. A moderated serial mediation analysis finds differences in the four types of endorsers analyzed. A sports celebrity is the most effective type of endorser in increasing consumers' purchase intentions, whereas endorsements by company managers and peer consumers, while also positive, are less effective in influencing advertising outcomes. An expert's endorsement is comparable to that of a manager but not significant.

The generalizability of the study's findings is limited because of a restricted data sample, the use of fictitious endorsers and the limited number of product categories and brands analyzed.

The study systematically analyzes the behavioral influence of four types of endorsers on consumers' purchase intentions, mediated by their perceptions of the advertisements and the endorsed brand. The results of this analysis extend the current state of endorsement research, indicating that endorsements should be integrated into companies' marketing strategies and provide marketing professionals practical guidance on which type of endorser is most effective in influencing advertising outcomes.

Digitalization in marketing activities has made it easier for people to make purchase decision. This platform encourages every firm to optimize digitalization as part of its marketing strategy. Optimization of attractive digital marketing involves advertising attractiveness, influencer marketing and online customer reviews. This study aims to investigate advertising attractiveness, influencer marketing and online customer reviews on purchase decision.

The study was conducted with a quantitative approach. A total of 120 respondents were involved in this study by using convenience sampling techniques in data collection. Multiple linear regression was used to analyze the data.

The results of the study show that influencer marketing and online customer reviews have an impact on online purchase decision. Meanwhile, advertising attractiveness does not show any influence on purchase decision.

Despite the start-ups have modified the website by increasing the content to make it more informative, it seems that customers are not interested in making a purchase. Therefore, notwithstanding the role of website attractiveness, the use of physical attractiveness is still considered an effective way to encourage customers to make purchasing decisions. In this way, a firm needs to make adjustments between the customers' personality, lifestyle and attitudes and endorsers.

This study developed previous empirical studies which a positive relationship between advertising attractiveness, influencer marketing, online customer reviews and purchase decision. The development of the model was carried out by elaborating variable indicators. In addition, the source of increasing credibility was not based on physical attractiveness, but rather emphasizes the website quality.