eWOM, Brand Image, Celebrity Endorsement, and Purchase Intention in Z Generation: Evidence in Indonesia

Halim, Laurentia Verina and Yuwanto, Listyo and Handoko, Florencia Desmonda and Kurniawan, Angella Damarratri (2024) eWOM, Brand Image, Celebrity Endorsement, and Purchase Intention in Z Generation: Evidence in Indonesia. In: Management in Marketing Communications. IntechOpen, pp. 1-23. (In Press)

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Abstract

Advertising and marketing face rapidly changing situations and conditions. The decline in the number of traditional media audiences combined with the increased use of the internet and social media has created a new order, including in marketing communications. The following paper presents two applied studies that link purchase intention with E-WOM, brand image, and celebrity endorsement on social media in generation Z through Online stores. Quantitative methods are used by distributing questionnaires through social media. The number of respondents in the first study was 394 and in the second study was 468. The result of the first study showed that: (1) e-WOM has a positive and significant relationship with purchase intention and (2) brand image does not function as a mediator between e-WOM and purchase intention The result of the second study was a significant relationship between celebrity endorsement and purchase intention with a correlation value of 0.312 and p<0.05. From these two studies, discussion, conclusions, and implications are drawn.

Item Type:	Book Section
Uncontrolled Keywords:	E-WOM, Brand image, Celebrity endorsement, Social Media, Purchase Intention, Z generation
Subjects:	B Philosophy. Psychology. Religion > BF Psychology
Divisions:	Faculty of Psychology > Department of Psychology
Depositing User:	Verina Halim 188005
Date Deposited:	17 Jul 2024 02:08
Last Modified:	17 Jul 2024 02:08
URI:	http://repository.ubaya.ac.id/id/eprint/46729

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