| Summary: | 碩士 === 國立臺灣科技大學 === 資訊管理系 === 104 === The rapid spread of social media has brought new ways for marketers to communicate and manage brands online. Celebrity endorsement has been a popular practice in social media, however, what contributes to its effectiveness hasn’t been fully understood. To address this issue, this study examines the effects of endorsement in social media towards brand attitude, merchandise attractiveness, and purchase intention based on the source credibility model and interaction effect. We propose source credibility elements: attractiveness, expertise, and trustworthiness, along with endorser’s interactivity to be positively related to consumer attitude. We tested these hypotheses by conducting online survey with 183 participants in Indonesia. This study demonstrated that brand attitude was influenced by endorser’s attractiveness and trustworthiness, meanwhile merchandise attractiveness was influenced by endorser’s expertise and trustworthiness. Both brand attitude and merchandise attractiveness were found to influence customer’s purchase intention.
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