IMPACT OF INFLUENCER MARKETING AND CELEBRITY ENDORSEMENTS ON COSMETICS PURCHASING DECISIONS: MEDIATING ROLE OF BRAND AWARENESS
Amr Noureldin,
Alaa Elkhawaga,
Basma Elhariry,
Mohamed Aboueldahab
Abstract: This study explores how influencers and celebrities' impact female consumers' purchase decisions toward cosmetic products and the mediating role of brand awareness. Data were collected through an online survey of female respondents on social media sites in Egypt and analyzed using structural equation modeling SmartPLS V.4, with 394 valid responses. Specifically, influencer marketing is more effective than celebrity marketing in building awareness among female consumers and influencing their decisions to purchase cosmetics. This finding indicates that brand awareness acts as a crucial mechanism through which influencers and celebrities affect female consumers' purchase decisions. Nevertheless, the findings highlight the importance of brand awareness in mediating the effect of influencer marketing and celebrity endorsements on consumer purchasing decisions. The effect of influencers and celebrities on female consumers' purchase decisions is magnified when marketing is based on brand awareness. Consequently, marketing campaigns must focus on promoting brand awareness. Previous research has not extensively examined the mediating role of brand awareness in the relationship between influencer marketing/celebrity endorsements and purchase decisions. This research is one of the first studies to demonstrate that influencer marketing and celebrity endorsements positively impact female consumers' decisions through the mediating role of brand awareness.
Keywords: Influencer marketing, Celebrity endorsement, Brand awareness, Purchase decisions, Cosmetic products
DOI: 10.24874/IJQR20.01-01
Recieved: 21.10.2024 Accepted: 05.05.2025 UDC:
Reads: 111 
