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Francisco Moreira
Instituto Superior de Contabilidade e Administração do Porto, Instituto Politécnico do Porto Rua Jaime Lopes Amorim, s/n 4465-004 S. Mamede de Infesta Portugal
Inês Pereira
Centro de Estudos Organizacionais e Sociais (CEOS.PP), Instituto Superior de Contabilidade e Administração do Porto, Instituto Politécnico do Porto Rua Jaime Lopes Amorim, s/n 4465-004 S. Mamede de Infesta Portugal
José Duarte Santos
Centro de Estudos Organizacionais e Sociais (CEOS.PP), Instituto Superior de Contabilidade e Administração do Porto, Instituto Politécnico do Porto Rua Jaime Lopes Amorim, s/n 4465-004 S. Mamede de Infesta Portugal
Paulo Botelho Pires
Centro de Estudos Organizacionais e Sociais (CEOS.PP), Instituto Superior de Contabilidade e Administração do Porto, Instituto Politécnico do Porto, Rua Jaime Lopes Amorim, s/n, 4465-004 S. Mamede de Infesta, Portugal
Vol 32 No 3 (2023), Articles, pages 1-21
Submitted: 01-10-2022 Accepted: 21-04-2023 Published: 20-08-2023
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This research aims to study celebrity endorsement in the context of social media when done by sports celebrities and its influence on purchase intention. Four dimensions have been studied: word of mouth, brand image, brand trust, and brand attitude. By relating these variables, we seek to answer the following questions: Will consumers be influenced by a sports celebrity that they admire to buy a product/service from a brand that they support? Will the brand’s components be valued as a result of celebrity endorsement? Using a questionnaire shared on social networks, 303 valid answers have been obtained. Our statistical analysis has used a structural equation model and the results have been analyzed using SmartPLS software, which has confirmed all the model assumptions. Therefore, celebrity endorsement has an impact on brand image, word of mouth, brand attitude, and brand trust. Furthermore, it directly affects purchase intention. The effectiveness of celebrity endorsement has been verified in the context of social media and this research can thus help marketeers understand the importance of using sports celebrities to endorse brands. Implications for brands have been identified, based on the research results.

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