Predicting repurchase intention through characteristics of celebrity endorsers: the pivotal role of parasocial interaction and value-in-use

This study aims to analyze the influence of celebrity endorser characteristics on parasocial interaction, consumer engagement and value-in-use and investigates the implications of all three on repurchase intention.

Using a quantitative research design, data were collected from a sample of 305 consumers of beauty products labeled with celebrity approval. Sampling used a nonprobability sampling technique, specifically judgmental sampling. Hypothesis testing was carried out by applying covariance-based structural equation modeling.

This study found that similarity and authenticity affect parasocial interaction. Parasocial interaction subsequently has a positive impact on consumer engagement and value-in-use. Furthermore, parasocial interaction and value-in-use determine repurchase intention. Surprisingly, trustworthiness was not proven to affect parasocial interaction. Likewise, consumer engagement did not affect value-in-use or repurchase intention.

This study develops a new comprehensive model that emphasizes the critical role of parasocial interaction and value-in-use.