Internet Celebrities’ Impact on Luxury Fashion Impulse Buying
Open accessAbstract
This study investigates how the endorsements of Internet celebrities (ICs) may drive consumer trust in their marketing campaigns, and subsequently affect impulse buying in relation to luxury fashion brands. Drawing on the framework of persuasion with a particular emphasis on the role of receivers, this study identifies five main characteristics, namely, the popularity of ICs, identification, IC adoration, social distance, and the perceived fit that may contribute to promoting impulse buying. A survey was conducted with 585 followers of IC in China. The findings reveal that trust is an essential factor that affects impulse buying. Identification and perceived fit both significantly contribute to increasing impulse buying through trust. Alternatively, large social distance may impair the relationship between trust and impulse buying. We conclude with implications for marketers that luxury fashion brands should seek cooperation not only with the most popular, but also with the most relevant ICs. An IC with a humble and relatable image can earn consumers’ trust and lead to an enhanced endorsement effect.
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Commodities endorsed by popular streams are more likely to be accepted by numerous consumers, which in turn fortifies their influence.
“As a result, the commodities endorsed by popular streams are more likely to be accepted by numerous consumers, which in turn fortifies their influence [104].”
From Consumers purchase intention in live-streaming e-commerce: A consumption value perspective and the role of streamer popularity (2024) · cites this paper as [104]
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“, [9,12,26]), expertise exerts impact on platform engagement [24,27], and trustworthiness contributes to brand awareness and buying intention [25,28].”
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- Authors
- Chen, M., Xie, Z., Zhang, J., & Li, Y.
- Affiliations
- Zhejiang University (CN)
- Corresponding author
- Xie, Zhaohan
- Venue
- Journal of Theoretical and Applied Electronic Commerce Research
- Publisher
- MDPI AG
- Published
- 2021-09-19
- Volume
- 16
- Issue
- 6
- Pages
- 2470-2489
- ISSN
- 0718-1876 (ISSN-L)
- OpenAlex
- W3200457347
- Cited by
- 56
- References
- 7
- Citations by year
- 2026: 4 · 2025: 11 · 2024: 17 · 2023: 14 · 2022: 9 · 2021: 1
- FWCI
- 14.20
- Type
- journal article
- Language
- en
- Open access
- gold
- doi.org
- Licence
- Locations
- Journal of theoretical and applied electronic commerce research (publishedVersion, cc-by)
- DOAJ (DOAJ: Directory of Open Access Journals) (submittedVersion, cc-by-sa)
- Funders
- National Natural Science Foundation of China (70671092, 70971116, 90924304)
- Topics
- Social Sciences › Sociology and Political Science › Digital Marketing and Social Media
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Retail Behavior Studies
- Keywords
- internet celebrities, luxury fashion, impulse buying, celebrity endorsement, consumer trust, persuasion, social distance, identification, perceived fit, celebrity popularity, influencer marketing
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