Main Article Content
Purpose: The purpose of this paper is to investigate the impact of attractiveness of consumer endorser, trustworthiness of consumer endorser and expertise of consumer endorser on review and rating given by consumer endorser. The source credibility model has been used for the purpose of this study. Design/Methodology/Approach: The final data of 249 samples of age group between 17 to more than 45 years of age was analysed for the purpose of this study. The data was collected through Google forms (online). The statements in questionnaire were based on source credibility model. For purpose of the study null hypothesises were formed and tested. Regression was performed to test the hypothesis of the study. SPSS and AMOS are used to test the hypothesis in the current study.
Findings: It is evident from the result of the study that all null hypotheses got rejected. Which reflects that attractiveness of consumer endorser, trustworthiness of consumer endorser and expertise of consumer endorser have significant impact on review and rating by consumer endorser.
Limitation: The source credibility model has been studied with reference to consumer endorsement creating customer value. Further researches can include purchase intention of consumer as and when affected by endorsement. Review and ratings impact on consumer’s attitude and purchasing pattern can be studied by future researchers. Different industries and sectors can also be part of study.
Originality/Value: The study can be used to understand what is the relevance of review and rating done by consumer endorse? It has huge managerial implication which signifies that attractiveness, trustworthiness and expertise of consumer endorser play a crucial role. The results can help many researchers of consumer behaviour; managers engaged in advertisement planning and brand management for a better way of communication of product and services as a part of usefulness and usage to end users.