EXPLORING THE IMPACT OF CELEBRITY BRAGGING TYPES ON CONSUMER PURCHASE INTENTIONS: UNVEILING THE ROLES OF SELF-PRESENTATION AND SELF-CONGRUITY

Abstract

As the internet celebrity economy thrives, companies prioritize celebrity endorsements. Celebrities often boast about luxurious lifestyles on social media, showcasing exclusive vacations and luxury products, yet scientific knowledge on how such bragging influences purchase intentions remains limited. This study examines the effects of celebrity bragging and humblebragging on purchase intention regarding luxury foreign products. The samples would be gathered using the convenience sampling technique, with the data gathered through online questionnaires shared in social media accounts, with respondents up to 296 people. The analysis method that would be implemented was the Structural Equation Modeling (SEM), using the SmartPLS 4.0 software. The results reveal the following: (1) Bragging negatively impacts purchase intention, while humblebragging has a positive effect. (2) Furthermore, the influence of bragging types on purchase intention is mediated by consumer self-presentation and self-congruity. Both bragging types enhance willingness to purchase through self-presentation; while bragging negatively and humblebragging positively affect purchase intention through the mediation of self-congruity. The study offers new insights into consumer behavior towards luxury products, presenting a fresh viewpoint on how individuals perceive and interact with celebrity content on social media. Our findings expand and deepen the existing literature on bragging on social media, thus, providing valuable practical implications for businesses to either utilize or avoid bragging and humblebragging in their marketing efforts.