INVESTIGATING THE EFFECT OF THE CREDIBILITY OF CELEBRITY ENDORSEMENT ON THE INTENT OF CONSUMERS TO BUY DIGITAL WALLETS IN INDIA

The study deals with investigating the effectiveness of celebrity endorsers’ reputation on the buying intentions of customers towards Digital Wallet in India. The study used the common TEARS model to understand the effect on purchasing intentions. To achieve the desired objectives, a descriptive study was conducted in which a standardized questionnaire was administered using convenience sampling to 284 respondents residing in the Delhi & NCR area. Using SPSS and AMOS, data was analysed. As a test of statistics, one sample Wilcoxon Signed Rank test and Structural Equation Modelling were applied. The results of the study have validated the (limited) application of the TEARS model in India’s digital wallet service sector. The purchasing intentions of consumers for the use of digital wallets in India were significantly influenced by all five source reputation constructs and accounted for 42 percent of the variance in purchasing intentions