THE ROLE OF CELEBRİTY CREDİBİLİTY MODEL ON PARA-SOCİAL RELATİONSHİP AND CELEBRİTY-SELF CONNECTİON

Abstract

The source credibility model is still one of the most popular topics in marketing communication studies. Advertisement research has examined this model as the celebrity credibility model and concluded that the perception of the celebrities as trustworthy, attractive, and expert results in positive consumer responses. However, celebrities are not only figures who endorse brands but also personas establish intense relationships with consumers, especially with their fans. What is not yet clear is the role of the celebrity credibility model in these consumer-celebrity relationships. This study aims to research the effect of the celebrity credibility model on para-social relationships with celebrities and celebrity-self connection, which result in purchase intention regarding the brand endorsed by the celebrity. Besides, the study investigates the mediation effects of para-social relationships and celebrity-self connection between celebrity credibility model and purchase intention. 366 questionnaires obtained by convenience sampling have been analysed by Structural Equation Modelling. Results have shown that the celebrity credibility model has potent in establishing para-social relationships with celebrities and celebrity-self connections. Moreover, para-social relationships and celebrity-self connection have vital mediator effects between celebrity credibility model and purchase intention. These results, which show that the celebrity credibility model can help establish relationships between celebrities and consumers, have potential to contribute to the celebrity literature.