| Issue |
E3S Web of Conf.
Volume 402, 2023
International Scientific Siberian Transport Forum - TransSiberia 2023
|
|
|---|---|---|
| Article Number | 08026 | |
| Number of page(s) | 11 | |
| Section | Sustainable Transport Economics and Policy | |
| DOI | https://doi.org/10.1051/e3sconf/202340208026 | |
| Published online | 19 July 2023 | |
The relationship between celebrity endorsement and purchase decisions
Imam Abdulrahman Bin Faisal University, Dammam, Saudi Arabia
* Corresponding author: afnan.k.almotairi@gmail.com
This paper aims to study the impact of celebrity endorsements on purchase intention in Saudi Arabia. Questionnaire was developed using three independent variables Celebrity’s Attractiveness, Expertise Trustworthiness and one dependent variable i.e., customer’s Purchase Intensions. Data was collected using online questionnaire tool i.e., UDQuest. 117 respondents participated in the survey. Survey results shows that Celebrity’s attractiveness plays a pivotal role in shaping customer’s purchase intentions.
© The Authors, published by EDP Sciences, 2023
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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