MODERATED MEDIATION EFFECTS OF CELEBRITY ENDORSER CREDIBILITY AND ENDORSEMENTS ON CONSUMER INVOLVEMENT’S RELATIONSHIP WITH PURCHASING BEHAVIOUR IN NIGERIA

This quantitative research study investigates the intricate interplay between consumer involvement, consumer purchasing behaviour, and the moderating and mediating effects of perceived credibility of celebrity endorser and celebrity endorsements in Nigeria. The study, conducted through a survey employing a purposive sampling technique, targeted a vast population of 41,543,028 registered MSMEs in Nigeria. The sample size of 501 participants, carefully selected to represent the diverse landscape of MSMEs, provided a robust foundation for analysis. A total of 460 meticulously filled questionnaires were returned, forming the dataset for the Partial Least Squares Structural Equation Modelling (PLS-SEM) analysis. The findings revealed that consumer product knowledge did not significantly influence consumer purchasing behaviour, aligning with similar findings in existing literature. Consumer product experience also demonstrated a non-significant effect on purchasing behaviour, challenging assumptions prevalent in previous studies. Surprisingly, celebrity endorsement exhibited a counterintuitive outcome, indicating that an increase in celebrity endorsements led to a decrease in consumer purchasing behaviour. The perceived credibility of celebrity endorsers emerged as a crucial factor, showing a positive influence on purchasing behaviour. Further exploration into conditional relationships revealed that perceived credibility of celebrity endorsers played a significant moderating effect in the relationship between consumer product experience and consumer purchasing behaviour through the mediating role of celebrity endorsement. Conversely, this moderating effect was not observed in the relationship between consumer product knowledge and consumer purchasing behaviour through the mediating role of celebrity endorsement.

1 01 Dec, 2024

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