Da Fonseca, Helen2025-06-192024Da Fonseca, Helen . (2024). Exploring the role of social media influencers and brand ambassadors in influencing purchase intention [Masters dissertation, University of the Witwatersrand, Johannesburg]. WIReDSpace.https://hdl.handle.net/10539/45174A research report submitted in fulfillment of the requirements for the Master of Management, In the Faculty of Faculty of Commerce, Law and Management, Wits Business School, University of the Witwatersrand, Johannesburg, 2024This study investigates the comparative influence of social media influencers and celebrity brand ambassadors on purchase intention within the South African cosmetics industry, specifically targeting millennial and Generation Z consumers. Grounded in the Source Credibility Model, the research examines how credibility, trustworthiness, and expertise shape consumer decision-making. Social Media Influencer-Driven Purchase Intention (SIPI) and Brand Ambassador-Driven Purchase Intention (BAPI) were introduced as higher-order constructs to evaluate and compare which type of endorser has a stronger influence on overall purchase intention. A Structural Equation Modeling (SEM) methodology was used to analyse survey data collected from 130 respondents. The findings indicate that both Social Media Influencer-Driven Purchase Intention (SIPI) and Brand Ambassador-Driven Purchase Intention (BAPI) influence consumer purchase intention, with celebrity brand ambassadors exerting a more substantial effect due to their higher perceived credibility and expertise. Celebrity brand ambassadors were shown to play a pivotal role in enhancing consumer trust and confidence, making them more effective in driving purchase behaviour compared to social media influencers. These insights offer strategic guidance for marketers and brands looking to refine their influencer marketing strategies to better resonate with the evolving preferences of millennial and Generation Z consumers in the South African market.en© 2024 University of the Witwatersrand, Johannesburg. All rights reserved. The copyright in this work vests in the University of the Witwatersrand, Johannesburg. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of University of the Witwatersrand, Johannesburg.UCTDSocial media influencercelebrity brand ambassadorspurchase intentionDissertationUniversity of the Witwatersrand, JohannesburgSDG-8: Decent work and economic growthSDG-9: Industry, innovation and infrastructure