Abstract

Advertisements have played a critical role in our daily lives. The divergent sections of society may need advertisement for various reasons, from information sharing to consumer persuasion to decision-making on purchasing. Nowadays, choosing Internet celebrity endorsement is one of the most popular strategies for companies or individuals to build successful brand development. Some theories, like Source Credibility Theory, Source Attractiveness Theory, and Meaning Transfer Theory, provide an explicit viewpoint of celebrity endorsement to explain how the Internet celebrity endorsement process influences consumers' perceptions and behavior. Therefore, this research developed and examined the relationships among Internet celebrity endorsement, brand perception, and customer purchase intention. With 250 useful survey questionnaires collected, path analysis with smartPLS was used to test the research model. The findings showed that celebrity’s attractiveness, expertise, and credibility significantly positively impact brand perception and customer online purchase intention. Besides, the most influential factor in building brand perception is the attractiveness of the Internet celebrity endorsement. Furthermore, consumers’ brand perception also has a positive direct impact on online purchase intention. Finally, discussions and implications are also proposed to conclude this study.