Celebrity endorsement in social media contexts: understanding the role of advertising credibility, brand credibility, and brand satisfaction

Abstract

Online tutoring is a new phenomenon in Indonesia that is quite popular at the moment, especially after the pandemic. The emergence of online tutoring for schoolchildren provides families with an alternative option for educating their children; additionally, online learning becomes an effective alternative because it does not pose a health risk during a pandemic. Online tutoring marketing optimizes marketing strategies through digital content using celebrity endorsements. The purpose of this study was to examine the effects of a comprehensive new model of using celebrity endorsement based on its dimensions and its effect on brand satisfaction, advertising credibility, brand credibility, and repurchase intention. The data collection technique in this study was quantitative and involved distributing questionnaires to 175 respondents in the city of Jakarta. This study uses a structural equation model (SEM) with the SmartPLS tool. The results obtained are able to identify and measure the impact of celebrity endorsement in digital marketing strategies that have an impact on repurchase intention. The results of the study explain that all pathways proved to have a positive effect, unless expertise on repurchase intention has a negative effect. There are 6 hypotheses accepted and 8 hypotheses rejected. The biggest influence on repurchase intention is advertising credibility. In terms of the total indirect effect, only attractiveness and trustworthiness have a significant total effect on repurchase intention, while expertise does not have a significant total effect. The implications of this research can be used as a basis for determining a comprehensive strategy for online tutoring companies to retain their customers after the pandemic.