Unveiling the psychological mechanisms behind sports celebrity social media endorsements

Abstract

This study aims to examine the influence of sports celebrities’ personalities as social media endorsers on customers’ purchasing intentions, considering the mediating role of perceived product quality. A quantitative research approach was employed to gather data from 228 millennial individuals aged between 23 and 41 years. An online survey was conducted using convenience nonprobability sampling. The collected data were analyzed using Smart PLS- Structural Equation Model (SEM). The findings indicate that aspects of sports celebrities’ personalities, such as likability, expertise, credibility, and physical attractiveness, significantly correlate with perceived product quality and positively impact customers’ intentions to purchase products or services. The study also confirms the mediating role of perceived product quality in this relationship. This study is the first to investigate the influence of sports celebrities’ personalities as social media endorsers on the purchase intentions of millennial individuals in Egypt, with a particular focus on the mediating role of perceived quality. The findings have important implications for marketers and businesses seeking to enhance their performance through social media platforms.

Keywords:

• Credibility
• expertise
• likeability
• perceived product quality
• physical attractiveness
• purchase intentions
• sports celebrity personality

REVIEWING EDITOR:

• Kaouther Kooli, Bournemouth University, United Kingdom of Great Britain and Northern Ireland

SUBJECTS:

• Business, Management and Accounting
• Marketing
• Research Methods in Management

1. Introduction

The modern era has transformed the way companies promote their products and services. Marketing has become more captivating and dominated by unique, attractive, and persuasive advertisements (Dwivedi et al., 2021). The widespread use of technology has enabled customers to gather more information about brands and has influenced their attitudes and purchase intentions (PI) (Hameed et al., 2023). It is crucial for companies to understand their potential customers and select the appropriate communication tools (Tri, 2022).

In today’s world, celebrity endorsement has become a lucrative industry worth millions of dollars (Azmi et al., 2022). Furthermore, the presence of social media holds significant importance in society and plays a crucial role in communication, marketing strategies, and advertisements (Yang & Sanchi, 2022). When a celebrity endorses a brand, it quickly spreads across the internet and social media platforms, increasing brand awareness, influencing consumer purchasing behavior (Khan et al., 2022), and boosting company revenue (Tri, 2022). Celebrity endorsers are believed to be more effective than non-celebrity endorsers in achieving desired outcomes, such as favorable attitudes toward the advertisement or endorsed brand, PI, and actual sales (Pagnoni, 2022). According to Khan and Maheshwari (2023), people are not only attracted to advertisements but also to the glamour of celebrities, viewing them as role models. Previous studies by Rafael et al. (2023), Juliana et al. (2022), Wang (2023), Sabita and Mardalis (2023), and others have argued that millennials are the age group most influenced by celebrity endorsements and are more likely to develop positive intentions and favorable attitudes toward the endorsed brand. Celebrities hold immense importance, and companies hire them as brand ambassadors, considering them an essential tool for product advertisement (Adam, 2022).

Sports celebrities are individuals who have gained fame and recognition in a specific sport (Pifer et al., 2015; Shank, 2009). They possess the ability to capture the attention of their fans and direct it towards a brand they endorse, thereby enhancing the brand’s credibility and creating a positive brand image. This, in turn, positively influences customers’ PI (Joseph et al., 2019; Voráček & Čáslavová, 2019). A key distinction between sports celebrities and non-sports celebrities is that sports celebrities are often perceived as heroes due to their accomplishments, such as winning medals, matches, or competitions for their country (Parry, 2020). They receive greater recognition compared to non-sports celebrities; thanks to the accolades they receive following their victories (Shuart, 2007). Sports celebrities are sought after as endorsers for both sports-related and non-sports-related products, leveraging the credibility and trustworthiness they have established through their on-field performance, as well as their marketable lifestyle and attractive appearance off the field (Arai et al., 2013; Rai et al., 2021). According to Von Felbert and Breuer (2020), sports celebrities are particularly effective in capturing customers’ attention.

In the field of celebrity endorsements and their impact on consumer behavior, previous studies have highlighted several gaps. While it has been established that internet celebrities influence PI, the underlying reasons for this influence remain insufficiently explored (Liang et al., 2022). Moreover, research often emphasized specific aspects of celebrity models without providing a comprehensive understanding of their overall significance (Bhadauria & Rizvi, 2023). Furthermore, there is a need for more extensive research into how celebrity personality affects PI across different cultural contexts (Hameed et al., 2023; Hu et al., 2023). Specifically, the effects of sports celebrities’ endorsements through social media have been understudied (Kunkel et al., 2020), including why customers engage with them and how it impacts brand endorsements (Chung & Cho, 2017). In addition, the effectiveness of endorsements depends heavily on the choice of celebrity, is an area that still needs further exploration. According to Ferreira et al. (2022), the unique influence of sports celebrities’ personalities in social media endorsements is underexplored when compared to other celebrities. Furthermore, the mediating role of Perceived Product Quality (PPQ) in the relationship between celebrity endorsements and consumer behavior has not been sufficiently explored (Arora et al., 2019). Consumers often base their purchase decisions not solely on the celebrity endorsement but also on their perception of the product’s quality.

The study aims to address these gaps. The objective of this research is to examine the influence of sports celebrities’ personalities as social media endorsers on PI. Specifically, the study focuses on four dimensions of personality: likeability, expertise, credibility, and physical attractiveness, which are considered important factors that potentially influence PI. The study also investigates the mediating role of PPQ in the relationship between Sports Celebrity Personality (SCP) and PI. By shedding light on these critical factors, the study aims to provide valuable insights for both academics and practitioners. This will contribute to the understanding of celebrity endorsements and help marketers develop more effective strategies in today’s evolving consumer landscape. The remainder of this paper is organized as follows: firstly, a review of the literature, the conceptual framework, and the research hypotheses are presented. This is followed by a discussion of the research methodology, including sampling techniques, data collection, and measures. Subsequently, the data analysis and main findings are presented, followed by a discussion of the study’s implications. The final section presents the conclusion and suggestions for future research.

2. Literature review

Individuals frequently use social media platforms for various purposes such as connecting with others, entertainment, content sharing, and seeking assistance in purchasing decisions (Zafar et al., 2021). The interactivity, intimacy, and immediacy offered by social media have also transformed the way celebrities engage with their followers, allowing for closer relationships to be formed. This enhanced sense of intimacy contributes to customers’ perception of being closer to the celebrity (Gong & Li, 2017; Kim & Kim, 2020; Kim & Song, 2016). Furthermore, celebrities add value to advertisements and endorsed brands by increasing the trustworthiness of the source. Celebrity recommendations are often more persuasive when a parasocial relationship is established with the audience (Chung & Cho, 2017), and endorsements by celebrities can cultivate customers’ brand love (Zhou et al., 2020).

Sports celebrities have garnered significant attention in research due to their worldwide appeal, credibility, emotional connection with fans, and ability to endorse a wide range of products beyond sports-related items (Ferreira et al., 2022). Their alignment with brand values and influential presence on social media make them intriguing subjects for academic investigation (Smith et al., 2017). However, there remains a gap in understanding the impact of sports celebrities on purchasing intentions (Lacey & Kennett-Hensel, 2010). This study aims to uncover the underlying mechanisms behind sports celebrities’ influence on consumer decision-making processes, specifically how their unique personalities shape consumer perceptions and behaviors. Additionally, the mediating role of PPQ in celebrity endorsements requires further exploration (Bennett et al., 2022). By addressing these gaps, this research contributes to the understanding of the intricate dynamics between SCP, PPQ, and consumers’ purchasing intentions.

Considering the widespread use of sports celebrities in marketing and their impact on consumer behavior, it is important to understand the significance of this phenomenon (Felbert & Breuer, 2021; Shezi, 2022). Consumer preferences favor products endorsed by sports celebrities over non-celebrity endorsements (Janjua, 2013; Napi, 2015). This study aims to provide a comprehensive understanding of the role played by sports celebrities’ personalities and PPQ in shaping consumers’ purchasing intentions. By bridging the gap in the literature, this research offers valuable insights for marketers in developing more effective strategies to navigate the evolving consumer landscape.

2.1. Sports celebrity personality (SCP)

Personality encompasses the unique characteristics that distinguish a celebrity from others (Braunstein & Zhang, 2005; Joseph et al., 2019). Source credibility theory has been applied in the literature to examine the effectiveness of celebrity endorsements (Johnson & Kaye, 2009). Within the domain of digital communications, researchers have explored source credibility to understand its role in customers’ online behavior. For instance, Li (2013) investigated the impact of source credibility on the acceptance of information systems, while Zhang and Watts (2008) examined source credibility in relation to the adoption of information within online communities. Sussman and Siegal (2003) discovered a significant relationship between source credibility and the usefulness of information in knowledge transfer via emails. According to source credibility theory, the persuasiveness of a communication message is primarily influenced by the credibility of the endorser (Spry et al., 2011). Additionally, the endorser’s level of expertise and genuine character contribute to the believability of the advertisement. The likeability of the endorser positively influences customers’ attachment and belief towards the endorsed brand (Arai et al., 2013; Braunstein-Minkove et al., 2011). Celebrity attributes have been extensively studied (Knott & James, 2004). Factors that constitute the personality of a sports celebrity, as identified by McCormick (2018) and Braunstein and Zhang (2005), are considered reliable predictors of customer behavior and their intention to purchase or consume a product endorsed by the star athlete. The personality of a celebrity can significantly boost product sales and enhance customers’ ability to recall the endorsed product or brand (Esangbedo, 2011; Rai et al., 2021).

The perception of a celebrity endorser’s likeability can influence the audience’s response (Khatri, 2006). Furthermore, the likeability of a source can significantly impact attitudes and responses towards an advertising campaign (Hendrix, 2008). Likeability refers to the extent to which a celebrity is seen as cooperative, friendly, and associated with low levels of aggression and high levels of prosocial behavior (Van der Linden et al., 2010). A likeable endorser is more likely to elicit a positive response from the audience (Wymer & Drollinger, 2015), and when people like a celebrity, they are also more likely to like the brand associated with them (Abbas et al., 2018).

Expertise refers to the extent to which a communicator is perceived by customers as a credible source of information (Hovland et al., 1953). Customers prefer endorsers who are talented, aware, attentive, experienced, competent, and more skillful than those lacking these qualities (Khan, 2020). Information provided by an endorser perceived as having expertise is considered more important and believable than information provided by someone with less expertise (Braunsberger & Munch, 1998). Expertise in specific areas can make a celebrity a credible source, such as when an athlete endorses shoes or a beautiful model endorses makeup (Abbas et al., 2018). For an endorsement to be successful, expertise is considered a crucial component that positively affects attitudes towards communication and generates higher intentions towards the endorsed product (Daneshvary & Schwer, 2000; Kumar & Ramana, 2019).

It is important for the audience to perceive the celebrity endorser as trustworthy and providing valid information (Ohanian, 1991). Credibility influences attitudes, product evaluations, PI, and the effectiveness of the advertisement (Hunt, 2001). The credibility of a celebrity endorser’s personality is essential for retaining and attracting customers and influencing their intentions towards products/services (Khan, 2020). Credibility refers to the perception of customers regarding the certainty of information and the degree of confidence in the endorser’s intentions to communicate valid assertions. Thus, source credibility encompasses the positive characteristics of an endorser or communicator that influence customers’ acceptance of a message. Celebrities are often viewed by customers as credible sources of information about the products they endorse (Goldsmith et al., 2000; Mateen Khan, 2019). The perceived credibility of the endorser is considered a major factor in the effectiveness of communication (McGarry & Hendrick, 1974). Audience persuasion is influenced by the credibility and trustworthiness of the spokesperson (Erdogan et al., 2001; McGinnies & Ward, 1980).

Physical attractiveness refers to the degree to which a communicator or endorser’s facial appearance elicits favorable reactions from others. The physical attractiveness of a celebrity can influence how the audience responds to a communication message. A physically attractive person is often perceived to possess more positive qualities and virtues compared to someone who is unattractive (Alley & Hildebrandt, 1988; Hatfield & Sprecher, 1986). Physical beauty is considered an easily noticeable personal characteristic, which can influence initial interactions and later perceptions of other personal attributes (Dion et al., 1972). As a result, an attractive endorser may generate a positive reaction and influence the audience’s perception of the communication message (Baker & Churchill, 1977). Advertisers often select attractive celebrities to benefit from their celebrity status and physical appeal (Abbas et al., 2018; Mateen Khan, 2019). In the light of this discussion, the following hypotheses are proposed:

• H1: Sports Celebrity Personality (SCP) (H1.a. Likability, H1.b. Expertise, H1.c. Credibility, H1.d. Physical Attractiveness) positively influences Perceived Product Quality (PPQ).

2.2. Impact of perceived product quality (PPQ) on purchase intentions (PI)

The impact of PPQ on PI has received considerable attention from researchers and practitioners (Cronin & Taylor, 1992; Parasuraman et al., 1996). PPQ refers to customers’ judgment about the overall superiority or excellence of a product compared to other alternatives (Zeithaml, 1988). It is a general impression of a brand, often based on factors such as performance, reliability, or brand reputation (Aziz & Jeong, 2018). When a product is perceived as higher quality, customers are more likely to purchase it (Chi et al., 2009). The relationship between perceived quality and PI has been extensively studied in the marketing literature, particularly for services (Tsiotsou, 2006). Scholars argue that there is a relationship between product quality and PI, whether it is direct or indirect (Tsiotsou, 2005). Therefore, the following hypothesis is proposed:

• H2: Perceived Product Quality (PPQ) positively influences Purchase Intentions (PI).

2.3. Mediating role of perceived product quality (PPQ)

The mediating role of PPQ has been investigated in previous studies, particularly in the context of celebrity endorsements. Celebrities are often used in advertisements because customers are more inclined to emulate their lifestyle, behavior, or values and have psychological connections with them (Foong & Yazdanifard, 2014; Fraser et al., 2016). Previous studies have reported an increase in sales during endorsement periods or a direct effect on PI (Ahmed et al., 2014; Chung et al., 2013; Lee & Koo, 2015; Nguyen & Huynh, 2018; Ong & Ong, 2015). However, some studies suggest that celebrity credibility may not have a direct impact on PI but can affect attitudes toward the advertised product (Knoll & Matthes, 2017). Celebrity endorsement can also improve brand image, especially when the brand has low awareness (Chan et al., 2013; Lee & Koo, 2015; Liu et al., 2007; Liu & Brock, 2011). Additionally, the credibility of the endorser can influence PPQ (Chang, 2014; Dwivedi et al., 2016), and the endorser’s credibility can affect customers’ general attitudes toward products (Amos et al., 2008; Goldsmith et al., 2000). Therefore, this study proposes the following hypotheses:

• H3. Sports Celebrity Personality (SCP) (H3.a. Likability, H3.b. Expertise, H3.c. Credibility, H3.d. Physical Attractiveness) positively influences Purchase Intentions (PI).

• H4: Perceived Product Quality (PPQ) mediates the relationship between Sports Celebrity Personality (SCP) (H4.a. Likability, H4.b. Expertise, H4.c. Credibility, H4.d. Physical Attractiveness) and Purchase Intentions (PI).

2.4. The millennial perspective

Millennials encompass individuals born between 1982 and 2000, placing them in the age bracket of 23 to 41 years old as of 2023, according to the United States Census Bureau (2015). Millennials are considered a crucial demographic for businesses (Raghavan & Pai, 2023). Millennials actively use social media and are influenced by celebrities endorsing products on these platforms. Remarkably, this generation exerts substantial influence with their purchasing power (Ghosh & Islam, 2023). Their influence extends across various industries. Furthermore, millennials are considered early adopters of social media (Laureckis Mollà, 2023). They are deeply involved in online interactions and rely on peer recommendations and the guidance of influential figures. This is where the sporty celebrities come into the equation (Na et al., 2020) because they are considered to have the ability to significantly shape millennials’ perceptions and attitudes (Doyle et al., 2022). Millennials hold different views on marketing and are more likely to trust recommendations from peers and influencers (Chopra et al., 2021). Hence, the selection of millennials is rooted in their relevance as a target audience, their considerable market influence, their active presence on social media platforms, and their distinctive traits.

3. Materials & methods

A quantitative research method approach in the form of questionnaires was adopted. The sample consisted of millennials in Egypt aged from 23 to 41 years old during the period from February to April. Convenience nonprobability sampling was used since similar studies such as Tri (2022), Rai et al. (2021), Wang et al. (2013), Yoo et al. (2000), and many others, adopted this technique as well. A close ended questionnaire was used for the process of data collection. The survey was distributed online via Google forms. Respondents were requested to respond to statements related to the main constructs of the study, considering the previously provided conceptual model. For pre-testing, the researcher conducted a pilot study, where a total of 30 respondents were given the survey and were requested to provide their feedback and comments, to find if there were any unclear expressions and avoid any deficiencies in the study’s design. The sample size calculated in the study was based on the following formula (Nyalungwe et al., 2022): $$n=\frac{z^2\text{\hspace{0.17em}*\hspace{0.17em}p\hspace{0.17em}*\hspace{0.17em}}\left(1-p\right)}{e^2}=\frac{{\left(1.96\right)}^2\text{\hspace{0.17em}*\hspace{0.17em}}\left(0.5\right)\left(0.5\right)}{{0.1}^2}\approx 96.04\approx 97<228$$

Based on that, and to obtain a margin of error of 0.1, the sample size needed to exceed 97 respondents. After distributing the survey, a total of 279 responses were received, and after screening the incomplete responses, the final sample included 228 valid answers. Informed consent, including full disclosure, was obtained from all participants prior to the study. The Institutional Review Board of Badr University in Cairo (BUC) granted full ethical approval for this research study. The approval number is BUC-IACUC-230827-36. The Board has thoroughly reviewed the research protocol and determined that the use of documented verbal consent is an acceptable alternative due to the remote data collection methods. Participant confidentiality and anonymity were ensured through secure data storage and analysis. The study adhered to ethical standards set by the Institutional Review Board of BUC, which confirmed the appropriate consent and data protection measures.

The questionnaire started with demographic questions, which were developed by the researcher, including age, gender, and favorite sports celebrity. The other sections that followed included the measurement items that were derived from previously validated instruments, as shown in Table 1, using a five-point Likert scale ranging from one- strongly disagree to five- strongly agree. The measurement items referred to sports celebrities in a general sense, without any specific limitations on the type of sports celebrities, the sports they are associated with, or the industries/products they endorse (Appendix).

Table 1. Constructs measurement.

Variables	Source of Measures
Sporty Celebrity Personality (SCP)	McCormick (2018)
Perceived Product Quality (PPQ)	Akoglu and Özbek (2022)
Purchase Intentions (PI)	Priyankara et al. (2017)

The measurement items were adapted to fit the context of the study and incorporate social networking platforms. For data analysis, descriptive statistics were conducted using SPSS, whereas the Structural Equation Modeling (SEM) using the Smart Partial Least Squares (PLS) Software was utilized to test the hypothesized model.

4. Results

4.1. Descriptive analysis

Table 2 presents the demographics of the 228 respondents. The sample consisted of 92 females (40%) and 136 males (60%). Most of the respondents 71 (31.14%) were between 23 and 27 years, followed by 67 (29.39%) who were aged from 27-32 years. The majority had chosen Nike as their favorite brand 184 (80.7%), followed by Adidas brand 40 (17.54%) and then Under Armour brand 4 (1.75%). Most of the sample reported that their favorite sports celebrity was Mohamed Salah 72 (31.58%), followed by Lionel Messi 40 (17.54%), while both Michael Jordan and Lebron James had 28 respondents each (12.28%). In addition, Cristiano Ronaldo, and Farida Osman both had equal votes as their favorite sports celebrity 12 (5.26%), but Serena Williams was chosen by only 8 respondents (3.51%).

Table 2. Sample characteristics.

Variable	Category	Frequency	Percentage
Gender	Female	92	40.35
	Male	136	59.65
Age	23-27	71	31.14
	27-32	67	29.39
	32-36	43	18.86
	36-41	47	20.61
Favorite Brand	Adidas	40	17.54
	Nike	184	80.7
	Under Armour	4	1.75
Favorite Sport Celebrity	Armando Broja	2	0.88
	Chris Bumstead (CBUM)	4	1.75
	Cristiano Ronaldo	12	5.26
	Farida Osman	12	5.26
	Kobe Bryant	5	2.19
	Kyrie Irving	3	1.32
	Lebron James	28	12.28
	Lionel Messi	40	17.54
	Kylian Mbappé	4	1.75
	Michael Jordan	28	12.28
	Mohamed Salah	72	31.58
	Neymar Júnior	6	2.63
	Nour El Sherbini	4	1.75
	Serena Williams	8	3.51

Source: Based on calculations using SPSS Software.

4.2. Confirmatory factor analysis (CFA)

The study utilized a collinearity approach to identify any evidence of Common Method Bias (CMB). Therefore, the Variance Inflation Factor (VIF) was calculated to assess multicollinearity. According to Kock (2017), if the VIF values are below five, CMB can be considered negligible, which has been the case in this study. Subsequently, Confirmatory Factor Analysis (CFA) was employed. The reliability of the variables was evaluated using Cronbach’s Alpha. Table 3 presents the Cronbach’s Alpha values for each variable, all of which exceeded 0.7. Hence, the statements effectively summarize the contributing variables in the study (Vellone et al., 2013). To further verify the accuracy of the statements in capturing the factors, both the Composite Reliability (CR) and Average Variance Extracted (AVE) were computed. Each factor exhibited a CR above 0.7 and an AVE above 0.4, indicating that the assumptions can be applied to consider the elements (Fornell & Larcker, 1981; Shrestha, 2021). According to Chen and Tsai (2007) and Amora (2021), if reliability and validity measures fall within an acceptable range and the loadings are significantly lower than the critical value, it is still acceptable to retain the statement as it does not undermine the foundations of the factor’s reliability and validity.

Table 3. Reliability and validity analysis.

	Construct	Loadings	Cronbach’s Alpha	Composite Reliability (CR)	Average Variance Extracted (AVE)	Inner VIF
Likeability	L1	0.828	0.908	0.923	0.549	3.099
	L2	0.787
	L3	0.550
	L4	0.719
	L5	0.857
	L6	0.832
	L7	0.734
	L8	0.716
	L9	0.771
	L10	0.542
Expertise	E1	0.817	0.867	0.882	0.471	3.049
	E2	0.689
	E3	0.775
	E4	0.588
	E5	0.200
	E6	0.765
	E7	0.624
	E8	0.789
	E9	0.717
Credibility	C1	0.870	0.927	0.937	0.556	4.533
	C2	0.678
	C3	0.691
	C4	0.857
	C5	0.676
	C6	0.755
	C7	0.811
	C8	0.765
	C9	0.682
	C10	0.743
	C11	0.648
	C12	0.733
Physical Attractiveness	A1	0.864	0.902	0.916	0.557	2.854
	A2	0.753
	A3	0.759
	A4	0.690
	A5	0.828
	A6	0.732
	A7	0.391
	A8	0.719
	A9	0.869
Perceived Product Quality	P1	0.413	0.763	0.833	0.513	1.278
	P2	0.860
	P3	0.854
	P4	0.643
	P5	0.717
Purchase Intention	I1	0.769	0.880	0.918	0.738	1.476
	I2	0.936
	I3	0.844
	I4	0.879

Source: Based on calculations using Smart PLS.

4.3. Structural equation model (SEM)

Figure 1 illustrates the construction of relationships among the variables within the Structural Equation Model (SEM). SEM is used to investigate the impact of variables on each other and gives an understanding of the phenomenon. After using Confirmatory Factor Analysis (CFA), the assumptions required for SEM, as recommended by Cepeda-Carrion et al. (2018), were satisfied.

Figure 1. Structural equation model of the phenomenon.

As presented in Table 4, discriminant validity was confirmed using the Fornell-Larcker Criterion, where the square root of Average Variance Extracted (AVE) exceeded the correlation coefficients of other constructs, as recommended by Afthanorhan et al. (2021).

Table 4. Fornell larker criterion discriminant validity analysis.

	Expertise	PPQ	Physical Attractiveness	PI	Credibility	Likeability
Expertise	0.727
PPQ	0.377	0.716
Physical Attractiveness	0.762	0.22	0.746
PI	0.366	0.449	0.257	0.859
Credibility	0.751	0.304	0.739	0.239	0.746
Likeability	0.603	0.368	0.608	0.142	0.817	0.741

Source: Based on Calculations using Smart PLS.

As shown in Table 5, expertise (p-value = 0.000), credibility (p-value = 0.001) and physical attractiveness (p-value = 0.000) had a positive significant impact on PPQ at a 99% confidence level. In addition, expertise (p-value = 0.000), credibility (p-value = 0.000) and physical attractiveness (p-value = 0.000) had a positive significant impact on PI at a 99% confidence level. Whereas likability had a positive significant impact on both PPQ (p-value = 0.041) and PI (p-value = 0.023) at a 95% confidence level. At a 99% confidence level, PPQ (p-value = 0.000) had a positive significant impact on PI. This shows that PPQ mediates the relationship between SCP and PI. To understand the type of mediation effect PPQ has on the relationship, the mediating effect were further studied. Based on Holland et al. (2017), PPQ served as partial mediator since the existence of PPQ has not eliminated the direct effect of SCP on PI. In investigating the impact of the factors on PI, results revealed that expertise (β = 0.446) had the highest coefficient and hence, the highest impact on PI, followed by physical attractiveness (β = 0.386), likeability (β = 0.385), and credibility (β = 0.301). On the other hand, credibility (β = 0.483) had the highest impact on PPQ, followed by expertise (β = 0.466), likeability (β = 0.398), and physical attractiveness (β = 0.342).

Table 5. Structural path analysis result.

Hypothesis	Path Analysis	Original Sample	Standard Error	Result of Hypothesis Testing
H1.a	Likeability -> Perceived Product Quality	0.398**	0.243	Supported
H1.b	Expertise -> Perceived Product Quality	0.466***	0.237	Supported
H1.c	Credibility -> Perceived Product Quality	0.483***	0.268	Supported
H1.d	Physical Attractiveness -> Perceived Product Quality	0.342***	0.269	Supported
H2	Perceived Product Quality -> Purchase Intention	0.409***	0.150	Supported
H3.a	Likeability -> Purchase Intention	0.385**	0.219	Supported
H3.b	Expertise -> Purchase Intention	0.446***	0.230	Supported
H3.c	Credibility -> Purchase Intention	0.301***	0.297	Supported
H3.d	Physical Attractiveness -> Purchase Intention	0.386***	0.223	Supported
Mediating Effect
H4.a	Likeability -> Perceived Product Quality -> Purchase Intention	0.363***	0.109	Supported
H4.b	Expertise -> Perceived Product Quality -> Purchase Intention	0.491***	0.118	Supported
H4.c	Credibility -> Perceived Product Quality -> Purchase Intention	0.375***	0.111	Supported
H4.d	Physical Attractiveness -> Perceived Product Quality -> Purchase Intention	0.399***	0.105	Supported

*** p-value < 0.01.

** p-value < 0.05, “” p-value > 0.05.

Source: Based on Calculations using Smart PLS.

As shown in Table 6, the R² value of 0.617 indicates that 61.7% of the variation in PPQ and 57.9% of the variation in PI are explained by likeability, expertise, credibility, and physical attractiveness. The cross-validated redundancy measure (Q²) is the measure used to evaluate the model. Barroso et al. (2009) argued that if Q² > 0, this proves that the model has a predictive relevance. Moreover, the root of mean square of residuals (SRMR) is used to measure the goodness of fit. As argued by Ximénez et al. (2022), if the values are close to zero, then the model is considered an excellent fit for data. Findings revealed that SRMR was equal to 0.029, and hence, is considered a relatively good measure.

Table 6. Model evaluation.

	SSO	SSE	Q^2	R Square	R Square Adjusted
PPQ	285.000	264.847	0.371	0.617	0.657
PI	228.000	191.231	0.361	0.579	0.508

SRMR = 0.029, d_ULS = 20.367, d_G = 19.211, Chi-Square = 2801.448, NFI = 0.645.

Source: Based on Calculations using Smart PLS.

5. Discussion

The study’s findings provided empirical evidence supporting the hypothesized relationship between source characteristics of celebrity endorsers and PPQ (H1.a, H1.b, H1.c, and H1.d). This result is consistent with previous studies conducted by Pornpitakpan (2004), and Ohanian (1991). However, it is important to note that the current research focused specifically on sports celebrities, which represents a distinct category compared to the non-sports celebrities examined in prior literature.

All dimensions of SCP were found to be significant, although with varying degrees. Among these dimensions, likability was found to have a positive impact on PPQ, which aligns with prior research on non-sports celebrities. For instance, Abbas et al. (2018) noted that when individuals have a positive opinion of a celebrity, they are also more likely to hold favorable attitudes towards the brand endorsed by that celebrity.

The study’s findings also revealed that the level of expertise of a sports celebrity positively influenced PPQ, which is consistent with research by Düsenberg et al. (2016) and Ohanian (1991). Additionally, Rungruangjit (2022) argued that internet celebrities who possess greater competence and experience tend to generate more positive perceptions of the endorsed products or brands. Lou and Kim (2019) added that expertise is crucial in persuading customers. This suggests that the importance of endorser expertise may be a consistent finding across both sports and non-sports celebrity contexts.

The results further demonstrated that the credibility of the celebrity significantly affected PPQ, as indicated by Park and Lin (2020). Credible endorsers, who possess better abilities and higher persuasive power, have a greater impact on customers (Awasthi & Choraria, 2015). The trustworthiness of celebrity endorsers is also important in influencing and persuading customers, leading to a parasocial relationship between followers and the celebrity (Lou & Kim, 2019; Rungruangjit, 2022). These findings on the importance of credibility and trustworthiness align with prior research on non-sports celebrities.

Furthermore, physical attractiveness was found to have a significant association with PPQ. Tri (2022) reported that attractive celebrities have a higher likelihood of impressing customers. Various studies have confirmed that attractive celebrities stimulate customers’ intrinsic desires to achieve their ideal self-image, resulting in increased motivation, more positive attitudes, and better perceptions of the brand (Hennig-Thurau et al., 2004; Liang et al., 2022). This suggests that the impact of physical attractiveness on consumer perceptions may be a consistent finding across both sports and non-sports celebrity endorsers.

The findings also revealed that PPQ had a significant impact on PI (H2), which is consistent with prior studies on non-sports celebrities (Boulding & Kirmani, 1993; Dodds et al., 1991; Rao et al., 1999; Tsiotsou, 2006). This relationship has been supported by empirical research, where the attitude-based factor of PPQ was found to have a strong association with PI for both sports and non-sports celebrities (Wells et al., 2011).

The significant relationships between sports celebrities’ likeability, expertise, credibility, and physical attractiveness and PI align with prior research on celebrity endorsements (H3.a, H3.b, H3.c, and H3.d). These findings emphasize the importance of selecting sports celebrities with these desirable traits to effectively influence consumer behavior and drive PI, which is consistent with the prior literature on non-sports celebrities (Renton, 2009). Likable sports celebrities generate positive attitudes towards endorsed products (Leahy, 2012), while experts and credible celebrities foster trust and reliability, leading to increased PI (Mohd Suki, 2014; Sertoglu et al., 2014). Additionally, consumers are naturally attracted to physically attractive celebrities, which can enhance their perceptions of endorsed products and boost PI, a pattern observed for both sports and non-sports celebrities (Park & Lin, 2020).

However, the generational and cultural context of the Egyptian millennial sample may have shaped the strength and patterns of these relationships. Younger generations in Egypt, like the millennials in this study, tend to have a stronger affinity for celebrity figures and a heightened sensitivity to their personal characteristics (Attia & Attia, 2017; Darwish & Huber, 2003). This generational factor, coupled with the cultural emphasis on social status and the opinions of influential figures in Egypt, could have amplified the importance of source characteristics like likeability, expertise, credibility, and attractiveness in driving product perceptions and purchase intentions among the study participants.

In investigating the overlooked mediating role of PPQ in the proposed model, the study found that PPQ positively mediated the relationship between SCP (likeability, expertise, credibility, and physical attractiveness) and PI (H4.a, H4.b, H4.c, and H4.d). These results are consistent with Chin et al. (2020), Lee and Koo (2015), and Sallam and Wahid (2012), who found a significant relationship between celebrity personality and PI, with attitudes serving as a mediator.

The cultural and generational context of the Egyptian millennial sample may have also influenced the strength of the mediating role of PPQ. In a society like Egypt, where social status and the opinions of influential figures are highly valued, the perceptions and attitudes formed towards celebrity-endorsed products may play an even more pivotal role in shaping purchase intentions (Azab, 2011; Kamel, 2020; Shi et al., 2021). The younger millennial generation’s heightened sensitivity to celebrity characteristics and their strong parasocial connections to these figures could further accentuate the mediating impact of PPQ on the relationship between source characteristics and purchase intentions.

Overall, this study emphasizes the importance of source characteristics of celebrity endorsers in influencing PPQ and PI. Business owners and managers aiming to enhance their performance through social media should consider the crucial dimensions of an endorser’s personality to increase the effectiveness of their advertising campaigns.

6. Implications

This study makes a significant contribution to the existing literature on celebrity endorsements and offers valuable insights for practitioners on how to effectively utilize sports celebrities to improve PI. The theoretical contribution of this study adds to the body of knowledge in the field. It addresses a gap identified in previous studies by investigating the influence of source characteristics of celebrity endorsers (SCP) on PI. While some studies have explored the relationship between SCP and PI, such as Liang et al. (2022), and others have focused on specific elements of celebrity endorsements, like Bhadauria and Rizvi (2023), this study examines each dimension of SCP separately. Furthermore, it responds to the recommendation for studies that explore the influence of SCP on PI across different cultures, as suggested by Hameed et al. (2023) and Hu et al. (2023). Previous research has mainly examined celebrity endorsements in general, neglecting the specific impact of sports celebrities, despite evidence suggesting that celebrity athletes have greater influence and capture more attention from customers compared to non-sport celebrity endorsers (Von Felbert & Breuer, 2020). Additionally, this study reveals the mediating effect of PPQ between SCP and PI, which has not been extensively investigated in previous literature.

This study has several practical implications. Advertising plays a crucial role in brand promotion and creating awareness among the target audience. Businesses should carefully select appropriate marketing channels and choose sports celebrities as endorsers to effectively communicate their messages and succeed in the market. Social media and sports celebrities can be leveraged to establish meaningful relationships with customers and reach the desired target audience. Given that SCP significantly influences PPQ, which in turn affects PI, brand managers should consider these factors when selecting sports celebrities to endorse their products. It is essential to evaluate not only the popularity of the sports celebrity but also their likability, expertise, credibility, and physical attractiveness as perceived by the target audience. The alignment between the chosen sports celebrity and the product or brand is crucial. Businesses can incorporate athlete endorsements in marketing campaigns and advertisements to enhance the image of their products. They can also offer exclusive discounts or promotions to customers who follow specific athletes or teams, creating a win-win situation. Celebrities and their agents can benefit from these findings as well. Agents can market celebrities to brands that align with their personalities, and celebrities should endorse brands that enhance their credibility and suitability, ensuring that endorsements and advertisements are authentic to their own lifestyles and values.

7. Conclusion

The widespread use of social media and extensive media coverage has significantly increased the presence of athletes in the media. Social media has become a vital source of information, surpassing traditional advertising channels (McCormick, 2018). Sports celebrities and famous athletes have become integral to advertising campaigns for various brands (Renton, 2009), endorsing products and brands that may be unrelated to their professional background, such as cars, financial services, internet services, soft drinks, and more (Liu et al., 2007; Liu & Brock, 2011).

This study aimed to bridge the gap in previous literature by examining the impact of SCP (likability, expertise, credibility, and physical attractiveness) on PPQ. It also explored the mediating role of PPQ in the relationship between SCP and PI. The study collected 228 surveys from millennials aged 23 to 41, using convenience non-probability sampling. Hypotheses were tested using Smart PLS. The findings indicated the significance of likability, expertise, credibility, and physical attractiveness as dimensions of SCP on PPQ. The study also identified PPQ as a significant mediator between SCP and PI. These results align with previous research on celebrity endorsement and personality theory, emphasizing the importance of selecting suitable celebrity endorsers who align with the brand’s image and target audience. The study provides practical insights for marketers and brand managers on how to effectively utilize sports celebrities in marketing and advertising activities.

The study has some limitations that future research can address. Firstly, the research was conducted on a relatively small sample size and within the context of Egypt, which may limit the generalizability of the findings. Future research should explore the impact of these factors on PI in different cultural contexts. Secondly, the study focused solely on millennial individuals, and the effects of these personality dimensions may differ among other age groups, leading to varying perceptions of endorsed products or brands. Therefore, it is recommended to examine other age groups in future studies. Thirdly, this study employed a quantitative approach to analyze the findings, which does not provide insights into how sports celebrities inspire customers. Future studies could incorporate qualitative research methods, such as interviews, to obtain firsthand experience-based results and gain a deeper understanding of the perception of SCP on PI. Fourthly, this study explored the influence of sports celebrities in a general sense, without a specific focus on the type of sports celebrities, the sports they are associated with, or the industries/products they endorse. Future studies can target specific types of sports celebrities, such as athletes from popular sports or sports celebrities in specific industries or product categories to allow for a more detailed understanding of consumer preferences. Fifthly, the study focused exclusively on the four dimensions of SCP and their impact on PI, without considering the effects of demographic variables such as gender and education. Including these variables could provide more comprehensive results. Furthermore, future studies can explore issues such as overexposure, overshadowing, and overuse of celebrity endorsers, the negative impact of celebrity endorsement, other personal attributes like popularity, familiarity, similarity, and match-up congruence, and social characteristics such as peer influence in measuring PI.

Appendix: Survey

Please answer the following Questions:

What is your gender?

Female

Male

What is your age?

23-27

27-32

32-36

36-41

What is your favorite athletic/sportswear brand?

Adidas

Nike

Under Armour

Who is your favorite sport celebrity?

Armando Broja

Chris Bumstead (CBUM)

Cristiano Ronaldo

Farida Osman

Kobe Bryant

Kyrie Irving

Lebron James

Lionel Messi

Kylian Mbappé

Michael Jordan

Mohamed Salah

Neymar Júnior

Nour El Sherbini

Serena Williams

Please rate your level of agreement with the following statements, from 1 (Strongly Disagree) to 5 (Strongly Agree).

Likeability:

The sports celebrity is charitable.

The sports celebrity is modest.

The sports celebrity is very charming.

The sports celebrity is humorous.

The sports celebrity is honest.

The sports celebrity has the ability to connect with their fan base.

The sports celebrity displays morality.

The sports celebrity is charismatic.

The sports celebrity is kind.

The sports celebrity spends time with fans.

Expertise:

The sports celebrity has superior athletic skills.

The sports celebrity is a team player.

The sports celebrity is an extremely talented athlete.

The sports celebrity shows leadership abilities.

The sports celebrity is goal-oriented.

The sports celebrity is at the peak of their career.

The sports celebrity is courageous.

The sports celebrity is enthusiastic.

The sports celebrity has a high level of technicality.

Credibility:

The sports celebrity is responsible.

The sports celebrity is well-spoken.

The sports celebrity is intelligent.

The sports celebrity is dignified.

The sports celebrity is positive.

I agree with the sports celebrity’s lifestyle.

The sports celebrity is ethical.

The sports celebrity serves the community.

The sports celebrity is friendly.

I agree with the sports celebrity’s behavior.

I agree with the sports celebrity’s way of life.

The sports celebrity shows good sportsmanship.

Physical Attractiveness:

The sports celebrity has a lot of media attention.

The sports celebrity is recognizable.

The sports celebrity is physically attractive.

The sports celebrity is physically fit.

The sports celebrity is outgoing.

The sports celebrity is energetic.

The sports celebrity is distinctively looking.

The sports celebrity is masculine/feminine.

The sports celebrity is entertaining when they play.

Perceived Product Quality:

The product/service is reliable.

The product/service is durable.

The product/service is suitable for my purpose.

I need to have this product/service.

The product/service is superior to other brands.

Purchase Intention:

The sport celebrity helps me select a product or service.

The sport celebrity affects my intention in making a purchase.

The sport celebrity influences me to use a certain product or service.

I evaluate the product according to the sport celebrity.

Disclosure statement

No potential conflict of interest was reported by the author(s).

Data availability statement

The data generated and/or analyzed during the current study are available from the author upon request.

Additional information

Notes on contributors

Dina El-Shihy

Dina El-Shihy is an Assistant Professor of Marketing with a PhD. She has a passion for education and research, having worked in academia for several years. Her research focuses on marketing and digital technologies, like SEOs, social media, AI chatbots, and push-notifications. She has published her work and participated in several international conferences and workshops. Throughout her career, Dr. Dina has developed skills in lecturing, research, coaching, and public speaking, which she applies to deliver high-quality education and share her knowledge with students and the broader research community.