Exploring consumer responses to official endorsement: roles of credibility and attractiveness attributes in live streaming

Introduction Official endorsement, distinct from celebrity, expertise, and peer endorsement, introduces a new paradigm where local government officials use online platforms, particularly live streaming, to promote local products and brands.Methods This study examines the influence of official endorsement on consumer responses using the source credibility and source attractiveness models. We developed a framework that considers official credibility and attractiveness attributes as antecedents, and consumer perceived security and enjoyment as mediators, affecting purchase intention and local brand awareness. The study also incorporates variables such as consumer region and power distance belief.Results Data from 594 responses obtained through an online survey were analyzed using structural equation modeling. The results indicate that official credibility attributes (expertise, trustworthiness, government credibility) enhances consumer perceived security, while official attractiveness attributes (physical attractiveness, interaction friendliness, and similarity with consumers) increases consumer enjoyment. Both perceived security and enjoyment positively influence purchase intention and local brand awareness. These relationships are partially moderated by consumer region and power distance belief.Discussion This research pioneers the study of official endorsements, expanding the endorsement literature. It also provides practical insights for marketing professionals and government officials on leveraging official endorsements to enhance the value of local products and brands..