Cyber Celebrities and Their Impact on Purchase Decision

Abstract
The purpose of this research paper is to explore the impact of Cyberlebrities (cyber-celebrities) on influencing consumer purchase decisions. The research will specifically be applicable to Cyberlebrities who endorse beauty products. First, secondary research pertaining to the effectiveness of celebrity endorsements, youth receptivity, beauty products, and the relationship between the three variables of likability, trust, and relationship will be discussed. Thereafter, qualitative primary research conducted will comprise two focus groups exploring how these three variables affect participants’ perceptions of Cyberlebrities and the effectiveness of these Cyberlebrities in influencing the participants’ beauty product buying behaviors. Based on existing secondary research and the conducted primary research, suggestions will be offered to advertising practitioners to effectively utilise Cyberlebrities to capture a larger share of consumers. Keywords: Cyberlebrities, trust, likability, relationship, purchase decision

Table of Contents
Introduction
Literature Review
Celebrity Endorsements
Youth Receptivity
Beauty Products
Building Relationship and Trust
Trust, Likability, and Relationship
Methodology
Proposed Method
Sampling Method
Data Collection Procedure
Measurement
Findings and Discussion
Importance of Trust
Familiarity, Similarity, and Relatability
Sincerity
Lifestyle and Personality
Experience and Knowledge of Cyberlebrities
Reputation of Cyberlebrity
Content
Quality of Sponsored Review
Interrelationship between Variables
Other Findings
Perceptions
Personal Touch
Overcrowding Effect
Need for the Product
Price
Complexity of the Purchase Decision
Recommendations
Contributions and Limitations of Research
Future Research Directions
References
Appendix A
Appendix B
Appendix C

The Effectiveness of Sponsored Advertising by Cyberlebrities:
Beauty

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