Abstract:
This study has aimed to examine the determinants of purchase behavior in the context of
mobile phone consumers of Karachi, Pakistan. The quantitative approach has been used for
data collection and 239 sample responses have been gathered. The data analysis has been
performed using PLS-SEM through Smart PLS version 3.2.9. The results have identified that
attractiveness has a positive and significant effect on purchase intention. The expertise has a
positive and significant effect on purchase intention. The trustworthiness has a positive and
significant effect on purchase intention. The purchase intention has a positive and significant
effect on purchase behavior. Moreover, findings ofthe study revealed that celebrity expertise
had a positive impact on purchase intention, therefore recommends that, before selecting
endorsement, managers should concentrate on the sector of expertise of celebrities. By doing
so, managers can ensure that there is healthy celebrity-product/brand match-up which
influences positive purchasing intentions among their followers.
