The Influence of Social Media Celebrity Endorsement on Beer and Wine Purchase Behaviour
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The Influence of Social Media Celebrity Endorsement on Beer and Wine Purchase BehaviourData
2023Cita bibliográfica
Calvo-Porral, C., Rivaroli, S. and Orosa-González, J. (2023), "The influence of social media celebrity endorsement on beer and wine purchase behaviour", International Journal of Wine Business Research, Vol. 35 No. 3, pp. 390-412. https://doi.org/10.1108/IJWBR-10-2022-0037
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https://doi.org/10.1108/IJWBR-10-2022-0037
Resumo
[Abstract] Purpose: This study examines whether and how social media celebrity endorsement influences consumers’ beer and wine purchase behavior and what are the characteristics of the celebrities that exert greater influence.
Methodology: Based on the source credibility, source attractiveness theoretical models, and on the match-up theory a model of consumer purchase behaviour was proposed. Then, this model is empirically analysed through multiple group Structural Equation Modelling (SEM).
Findings: Findings indicate that celebrity’s recommendations exert a different influence pattern on consumer purchase behaviour depending on the product category: congruence is the most relevant variable in beer endorsement; while expertise is the most influencing factor in wine celebrity recommendations.
Value: This study extends the literature on celebrity endorsement providing an empirical examination of the social media celebrity characteristics that influence consumer purchase behaviour of beer and wine.
Palabras chave
Beer
Wine
Celebrity endorsement
Purchase behaviour
Social media
Wine
Celebrity endorsement
Purchase behaviour
Social media
Descrición
This version of the article has been accepted for publication, after peer review, but is not the Version of Record and does not reflect post-acceptance improvements, or any corrections. The Version of Record is available online at: https://doi.org/10.1108/IJWBR-10-2022-0037
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© 2023, Emerald Publishing Limited. This AAM is provided for your own personal use only. It may not be used for resale, reprinting, systematic distribution, emailing, or for any other commercial purpose without the permission of the publisher.
ISSN
1751-1062