Proceedings of 32nd International Business Research Conference
23 - 25 November, 2015, Rendezvous Hotel, Melbourne, Australia, ISBN: 978-1-922069-89-4
Does Celebrity Directly Influence Credibility, Attitudes and
Intention to Support Social Enterprise
Sri Rahayu Hijrah Hati
The purpose of this study is to examine the effects of celebrity on credibility, attitudes
and intention of the consumers’ in social entrepreneurship research context by
applying the Dual Credibility Model (DCM). A total of 214 completed questionnaires
was distributed via an online survey. Celebrity, credibility, attitudes and intention of
consumers were measured using likert and semantic differential scale. Advertising
stimulus were given to measure the consumers’perceptual reaction of the endorser
credibility. Structural equation modelling using Lisrel were employed to assess the
effects of the celebrity on credibility, attitudes and intention.The celebrity level of the
endorser or positively and significantly influenced the social enterprise organizational
credibility, social entrepreneur personal credibility, attitude towards the ad and
support intention. Attitude towards the brand was the only variable which was not
influenced by the celebrity variable.
Keywords: Celebrity,
Entrepreneurship
Leader
Credibility,
Organization
Credibility,
Social
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Sri Rahayu Hijrah Hati, Management Department Faculty of Economics and Business, Universitas
Indonesia, Depok-Indonesia, Email:hijrahhati@yahoo.com