Unveiling the Mediating Role of Brand Image in the Relationship between Celebrity Endorsements and Purchase Intention

This study explores the significant role of celebrity endorsement and brand image in influencing consumers' purchase intention for skincare products. The results show that celebrity endorsement effectively attracts customers' attention. Social media platforms like TikTok serve as a means for celebrities to showcase and demonstrate the benefits of the skincare products they endorse. The content uploaded on TikTok arouses consumers' curiosity and desire to purchase the products. A strong brand image is also proven to increase purchase intention. Customers' positive judgments help build a favorable brand image. The TikTok Shop feature facilitates consumers in finding and buying the desired skincare products. Brands with uniqueness in terms of names, logos, colors, and attractive product packaging are more easily recognized and remembered by consumers, encouraging repeat purchases. Demographic data indicates three skincare brands dominate as customers' purchased products, likely due to the support of celebrity promotions and appropriate social media marketing. This finding aligns with previous research stating that celebrity endorsement is a powerful tool for marketers in increasing purchase intention when executed carefully. Brand image mediates the relationship between celebrity endorsement and purchase intention through enhanced perceptions of product quality and value perceived by consumers.