The influence of celebrity credibility, attractiveness, and social media influence on trustworthiness, perceived quality, and purchase intention for natural beauty care products

IF 3.7 Q2 ENVIRONMENTAL SCIENCES
Md Shamim Hossain, Tarannum Islam, Md. Asaduzzaman Babu, Mehejabin Moon, Mehanaj Mim, Md Tamjid Ul Alam, Aditya Bhattacharjee, Most. Sadia Sultana, Mst. Mumtahina Akter
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引用次数: 0

Abstract

The growing importance of natural beauty care products among consumers is increasingly driven by social media networks, which play a substantial role in promoting sustainable consumption. This study examines the influence of Celebrity Credibility, Celebrity Attractiveness, and Social Media Influence on Trustworthiness and how Trustworthiness and Social Media Influence affect Perceived Quality and Purchase Intention for natural beauty care products. Drawing from the Stimulus-Organism-Response (SOR) Model, Theory of Planned Behavior (TPB), Source Credibility Theory (SCT), and Elaboration Likelihood Model (ELM), this study employs Partial Least Squares Structural Equation Modeling (PLS-SEM) to analyze the theoretical framework and model. Data were collected from a sample of consumers who engage with natural beauty care products on social media. The results indicate that Celebrity Credibility has the most significant effect on Trustworthiness, followed by Celebrity Attractiveness and Social Media Influence. Additionally, Social Media Influence significantly impacts Perceived Quality, which, in turn, drives Purchase Intention. Trustworthiness also plays a vital role in shaping both Perceived Quality and Purchase Intention. This study offers key insights into the psychological processes that drive consumer decisions in the context of social media marketing for natural beauty care products, emphasizing the importance of promoting sustainable consumption patterns.
名人可信度、吸引力和社交媒体对天然美容护理产品可信度、感知质量和购买意愿的影响
自然美容护理产品在消费者中的重要性日益增加,越来越多地受到社交媒体网络的推动,社交媒体网络在促进可持续消费方面发挥着重要作用。本研究考察了名人可信度、名人吸引力和社交媒体影响对可信度的影响,以及可信度和社交媒体影响如何影响自然美容护理产品的感知质量和购买意愿。本研究借鉴刺激-生物-反应(SOR)模型、计划行为理论(TPB)、来源可信度理论(SCT)和精化似然模型(ELM),采用偏最小二乘结构方程模型(PLS-SEM)分析理论框架和模型。数据是从在社交媒体上使用天然美容护理产品的消费者样本中收集的。结果表明,名人可信度对可信度的影响最为显著,其次是名人吸引力和社交媒体影响力。此外,社交媒体影响显著影响感知质量,进而推动购买意愿。诚信在塑造感知质量和购买意愿方面也起着至关重要的作用。本研究提供了在自然美容护理产品的社交媒体营销背景下驱动消费者决策的心理过程的关键见解,强调了促进可持续消费模式的重要性。
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来源期刊
Cleaner and Responsible Consumption
Cleaner and Responsible Consumption Social Sciences-Social Sciences (miscellaneous)
CiteScore
4.70
自引率
0.00%
发文量
40
审稿时长
99 days
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