THE ROLE OF CELEBRITY ENDORSEMENT TOWARDS PURCHASE BEHAVIOR SMART PHONE CONSUMER IN KARACHI, PAKISTAN

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.