Influence of Celebrity Endorsement on Customer Behavioral Intention: The Case of Oppo Smartphone among Millenials in Hanoi

Abstract

This research aimed to examine the influence of celebrity endorsement on customer behavioral intentions of Oppo smartphone user in Hanoi, Vietnam. This research was limited to 125 respondents who belong to the millennial generation or simply called as the “millenials”, thus, the study used purposive sampling to make sure that the respondents are all current users of Oppo smartphone. There were four independent variables being studied, these include, Endorser’s Attractiveness (EA), Endorser’s Trustworthiness (ET), Endorser’s Expertise (EE) and the Fit between the endorser and endorsed product (TF), dependent variable is Customer Behavioral Intention (BI) on Oppo Smartphone. Quantitative analysis includes reliability and validity test, classical assumption test and linear multiple regressions to answer the hypothesis testing through F-test, T-test and adjusted coefficient determination at significance level of 95%. The result of this study indicated that Endorser’s Trustworthiness (ET) has no significant influence on Customer Behavioral Intention (BI) of Oppo smartphone among Millenials in Hanoi. The variables such as Endorser’s Attractiveness (EA), Endorser’s Expertise (EE) and The Fit between the endorser and the endorsed product (TF) have significantly positive influence on Customer Behavioral Intention on Oppo Smartphone among Millenials in Hanoi, Vietnam. The study concluded that the popularity and demand for Oppo smartphone will be maintained or at least extend its life cycle in the market by maintaining a strong position through having an attractive backup plans, such as looking for other credible celebrities, focusing on product quality, and expanding distribution channels.