Effectiveness of Consumer Endorser in Social Media Advertisement - Impact on consumers' attitudes and behaviors

Sammanfattning: The results of this study shows that the consumer endorser has positive effects in creating effectiveness in the social media advertisement, influencing consumers' attitudes and behaviors. Some characteristics of the endorser which are trustworthiness and attractiveness can create product awareness, interest and desire in the consumers leading to intention to buy. However, expertise of the consumer endorser can only create the awareness but cannot lead to interest, desire and intention to buy.