社會化媒體的迅速普及，為行銷者溝通和管理品牌帶來了新的方式。名人代言已經在社群媒體中越來越流行，但是，什麼有助於其有效性尚未完全理解。為了解決這個問題，基於源可信度模型和互動效應的影響，本研究考察了代言的社群媒體對品牌的態度，商品的吸引力和購買意向。我們提出信息源可信度要素：吸引力，專業知識，守信，以代言人的互動會與消費者的態度有正關。我們收集了來自印尼183份的線上問卷樣本來驗證這些假設。這項研究指出，品牌態度會被代言人的吸引力和可信度影響，同時商品的吸引力也會被代言人的專業技術和可信賴所影響。品牌態度與商品的吸引力皆會影響顧客的購買意向。

The rapid spread of social media has brought new ways for marketers to communicate and manage brands online. Celebrity endorsement has been a popular practice in social media, however, what contributes to its effectiveness hasn’t been fully understood. To address this issue, this study examines the effects of endorsement in social media towards brand attitude, merchandise attractiveness, and purchase intention based on the source credibility model and interaction effect. We propose source credibility elements: attractiveness, expertise, and trustworthiness, along with endorser’s interactivity to be positively related to consumer attitude. We tested these hypotheses by conducting online survey with 183 participants in Indonesia. This study demonstrated that brand attitude was influenced by endorser’s attractiveness and trustworthiness, meanwhile merchandise attractiveness was influenced by endorser’s expertise and trustworthiness. Both brand attitude and merchandise attractiveness were found to influence customer’s purchase intention.

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