Micro-celebrities' interactive impact on brand attitude and purchase intentions

Purpose
Due to growing interest in micro-celebrity endorsements as a brand communication strategy, further research is needed to understand their influence on consumers. This study aims to assess the impact of a micro-celebrity’s cosmetic product endorsement on Instagram on young female followers’ brand attitudes and purchase intentions.

Design/methodology/approach
Primary data were collected from 435 female micro-celebrity followers. The impact of micro-celebrity endorsement on follower’s attitude toward brands and purchase intention was assessed using structural equation modeling. The research model was tested for validity and reliability using confirmatory factor analysis.

Findings
The engagement level of micro-celebrities in digital spaces, significantly contributes to positive brand outcomes. Endorsement of a product by an Instagram micro-celebrity significantly impacts purchase intention and brand attitude. Micro-celebrity endorsement is confirmed as a strategy to significantly impact purchase intention.

Practical implications
This study offers important implications for marketers. Managers should leverage micro-celebrity endorsements to promote products and create meaningful connections with consumers. The digital landscape plays an important role in shaping consumer behavior in the context of micro-celebrity endorsement and social media engagement.

Originality/value
The paper provides originality as it validates a model that evaluates the influence of micro-celebrity endorsement on consumers without an established assessment scale. In building this model, the study also incorporates a unique attribute of micro-celebrity endorsement: the “engagement level” of micro-celebrity influencers with their followers, which distinguishes the same from traditional celebrity endorsement.