Abstract:
This study aims to reanalyze and reconfirm the relationships of
celebrity endorsements and E-WOM on consumer purchasing intentions and
examine the indirect influence of celebrity endorsements and e-WOM and trust
as the mediation of purchase intentions. This study is the first in Indonesia to
analyze the above mediating relationships. The data are from 100 Instagram
users responding to online questionnaires and analyzed with PLS-SEM. The
results showed that celebrity endorsement and e-WOM positively influence
consumer confidence and purchasing intentions by mediating trust variables.
This research highlights the role of influence in creating positive buzzes to the
promoted sales.
