Bridging Brands And Buyers: The Role Of Social Media And Brand Attitude In Shaping Purchase Intention

Abstract

Purpose: This study investigates the combined impact of celebrity endorsement and social media on consumers' purchase intention, with a particular focus on the mediating role of brand attitude. It seeks to understand how celebrity attributes influence consumer perceptions and decision-making processes in the Pakistani context. Methodology: Using a quantitative research design, primary data was gathered from 350 respondents via structured online questionnaires. Regression and correlation analyses were conducted using SPSS to evaluate the relationships between variables. Key Findings: The findings reveal that celebrity endorsement positively affects purchase intention, and this effect is significantly mediated by brand attitude. Notably, attributes such as celebrity attractiveness and credibility are strong influencers. Social media acts as a powerful platform that amplifies these effects by enhancing consumer-brand interaction. Implications: The study offers actionable insights for marketers to strategically align celebrity traits with brand values and utilize social media as a high-impact channel. It emphasizes the importance of selecting celebrities whose image resonates with the target audience to optimize brand attitude and purchasing outcomes. Originality/Value: This research enriches the literature by integrating brand attitude as a mediator and analysing consumer behaviour in a digitally connected South Asian market.

Keywords: Celebrity Endorsement, Social Media Marketing, Brand Attitude, Purchase Intention, Consumer Behavior, Mediating Effect, Digital Marketing, South Asian Market, SPSS Analysis, Marketing Strategy