October 10, 2025International Journal of Application on Economics and Business

Social Media Marketing and Celebrity Endorsement Impact on Purchase Intention Mediated by Brand Awareness

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Authors

ALAngelica LaurenceTarumanagara University SESanny EkawatiTarumanagara University

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Implication

Descriptive research shows social media marketing and celebrity endorsements affect purchase intentions in a population, indicating brand awareness plays a mediating role.

Key Points

Social media marketing and celebrity endorsements influence purchase intentions for Implora cosmetics.
Brand awareness acts as a mediator between social media marketing and purchase intention, as well as between celebrity endorsements and purchase intention.
The study used PLS-SEM to examine the connections among social media marketing, celebrity endorsements, brand awareness, and purchase intention.
Findings highlight the importance of focusing on social media marketing, celebrity endorsements, and brand awareness to enhance market competitiveness.

Cite This Study

Laurence et al. (2025) studied this question.

synapsesocial.com/papers/68e861857ef2f04ca37e3cd1 https://doi.org/10.24912/ijaeb.v3i3.1196-1207

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Implication

Descriptive research shows social media marketing and celebrity endorsements affect purchase intentions in a population, indicating brand awareness plays a mediating role.

Social Media Marketing and Celebrity Endorsement Impact on Purchase Intention Mediated by Brand Awareness

Discussion

Member takes

Implication

Key Points

Cite This Study

Social Media Marketing and Celebrity Endorsement Impact on Purchase Intention Mediated by Brand Awareness

Discussion

Member takes

Implication

Key Points

Cite This Study

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