Open AccessINFLUENCE OF DIGITAL MEDIA MARKETING AND CELEBRITY ENDORSEMENT ON CONSUMER PURCHASE INTENTION
Author(s) -
Raj Kumar Singh,
Bijay Prasad Kushwaha,
Tushita Chadha,
Vivek Anand Singh
Publication year - 2021
Publication title -
journal of content, community and communication
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.183
H-Index - 4
eISSN - 2456-9011
pISSN - 2395-7514
DOI - 10.31620/jccc.12.21/12
Subject(s) - advertising , business , nonprobability sampling , digital media , marketing , digital marketing , conceptual framework , sociology , computer science , population , social science , demography , world wide web
Digital media marketing and celebrity endorsement have a significant impact on consumer purchase intent. The digital media marketing tools give marketers a competitive advantage in influencing customers and driving purchase intent toward their offerings. The study aims to examine the effectiveness of digital media as well as the impact of celebrity endorsements on consumer purchase intentions. The purposive sampling technique was used to collect responses from 523 residents of the tri-city Chandigarh using a structured questionnaire. The findings advocate that celebrity endorsement is a substantial marketing tool for driving consumer purchase intention via digital media platforms. The indirect effect of celebrity endorsement on consumer purchase intention was also significant when digital marketing media was used as a meditating variable. The data analysis and validation of the conceptual framework were carried out using the PLS-SEM. The study's implications are discussed.