The Influence of Celebrity Personality, Beliefs, and Values in Endorsements on Gen Z Consumers’ Purchase Intentions in Malaysia

Leong, Kai Hui (2025) The Influence of Celebrity Personality, Beliefs, and Values in Endorsements on Gen Z Consumers’ Purchase Intentions in Malaysia. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

This study examines the influence of celebrity personality, beliefs, and values on Gen Z consumers’ purchase intentions in Malaysia. With the rapid growth of digital media and the increasing visibility of public figures, celebrity endorsements have evolved into more than just promotional tools; they now embody dimensions of authenticity, identity, and social responsibility. The research investigates how a celebrity’s personality traits, communicated beliefs, and expressed values contribute to their credibility and perceived trustworthiness among Gen Z audiences. Using a quantitative research design, survey data were collected from Malaysian Gen Z consumers to analyze the extent to which these celebrity attributes shape consumer attitudes and purchasing decisions. The analysis focuses on identifying correlations and causal patterns that explain the psychological mechanisms behind endorsement effectiveness. The findings highlight that Gen Z consumers place significant emphasis on authenticity, ethical alignment, and value congruence when engaging with endorsed products. Unlike traditional audiences, they demonstrate heightened sensitivity toward whether a celebrity’s public image aligns with their own ideals and social expectations. The results underscore that endorsements rooted in shared values and relatable personalities enhance emotional connection, strengthen brand credibility, and positively influence purchase intentions. This study contributes to the broader understanding of consumer behavior in a digitalized context, offering practical insights for marketers in Malaysia to strategically select endorsers who resonate with the ethical, cultural, and social values of Gen Z. Such alignment not only fosters stronger consumer-brand relationships but also sustains long-term marketing effectiveness