Sports celebrity endorsement impact on purchase intention

This research aims to study celebrity endorsement in the context of social media when done by sports celebrities and its influence on purchase intention. Four dimensions have been studied: word mouth, brand image, trust, attitude. By relating these variables, we seek answer following questions: Will consumers be influenced a that they admire buy product/service from support? brand’s components valued as result endorsement? Using questionnaire shared networks, 303 valid answers obtained. Our statistical analysis has used structural equation model results analyzed using SmartPLS software, which confirmed all assumptions. Therefore, an impact attitude, trust. Furthermore, it directly affects The effectiveness verified this can thus help marketeers understand importance endorse brands. Implications for brands identified, based results.