The Influence of Social Media Celebrity Endorsement on Beer and Wine Purchase Behaviour

Abstract

[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.