Fashion and Fame: Unraveling the Role of Celebrity Endorsements in the Digital Era

This study investigates the role of celebrity endorsement in shaping consumer behavior within the digital-era luxury fashion industry. Drawing on Social Identity Theory, the Theory of Planned Behavior, the Elaboration Likelihood Model, and Parasocial Interaction Theory, we examine how celebrity attributes, the entertainment-fashion intersection, and emotional engagement influence customer purchase behavior (willingness to spend and purchase intention). Data from 858 young consumers in Hanoi, Vietnam, were analyzed using structural equation modeling. Findings reveal that celebrity trustworthiness and consumer emotional trust are paramount drivers of endorsement effectiveness. Trust in celebrity endorsement serves as a critical mediator, channeling the influence of social media advertising toward purchase behavior. Importantly, this endorsement-to-purchase pathway is strengthened by brand awareness and brand association, which positively moderate the relationships between both influencer endorsement and trust in celebrity endorsement on purchase behavior. These insights offer practical implications for luxury brands, social commerce platforms, and influencers seeking to forge stronger, more authentic connections with consumers in burgeoning markets like Vietnam.