Date of Award

Summer 2020

Document Type

Open Access Thesis



First Advisor

Deborah Brosdahl

Second Advisor

Joohyung Park


Today social media is rapidly growing. Many social media users, specifically Instagram users, are from the Millennial generation (born between 1982 and 1999), and Generation-Z (born between 2000 and 2020) (, 2020). They love to share their life through social media, especially by posting and viewing others’ photos and videos on Instagram. Celebrity endorsement of products and brands has shown to increase both brand awareness and sales for companies. The purpose of this study is to investigate social media influence of celebrities on consumers’ brand choices. A conceptual model is developed to investigate the influences of physical attractiveness, celebrity credibility, celebrity-brand congruence, celebrity’s activeness on social media, perceived brand credibility, and a consumers’ attitude towards the brand being endorsed and intentions to choose a celebrity-endorsed brand. The findings of this study will add knowledge to the field of celebrity endorsements on social media, with regard to the Generation-Z and Millennial generations.