Answers are grounded in this paper and cite their sources.
Quantitative analysis reveals celebrity endorsements and E-WOM significantly increase purchase intention for Puma apparel in Surabaya City.
This study attempts to examine the effects of electronic word-of-mouth (E-WOM) and celebrity endorsements on Surabaya City consumers' intentions to buy Puma apparel. 112 respondents who have seen Puma ads with celebrity endorsers participated in this quantitative study using a purposive sample procedure. The datas were collected through an online questionnaire. Partial Least Square (PLS)-based structural equation modeling (SEM) is the data analysis method employed. Considering the results of the study, both celebrity endorsers and electronic word-of-mouth (E-WOM) significantly and favorably influence consumers' intentions to make purchases. Puma may use these results as a guide to create marketing plans that are more successful.
No takes yet. Share an insight, caveat, or question.
Hatibie et al. (2025) studied this question.
Synapse has enriched 10 related papers. Consider them for comparative context: