PILOTING AN INSTRUMENT TO DETERMINE THE ROLE OF ENDORSER’S CREDIBILITY AND IDENTIFICATION IN ADVERTISEMENTS: ANALYSING THE MODERATING EFFECT OF CELEBRITY VERSUS SOCIAL MEDIA INFLUENCER

The aim of this research was to perform instrument validation and reliability through exploratory factor analysis (EFA). The questionnaire items were adapted from different established studies. The questionnaire consisted of 10 variables. Following subject-tovariable ratio of 10:1, a sample of 100 was determined. Data was collected online from four universities across Pakistan – one each from Peshawar, Islamabad, Lahore and Karachi. Validity was assessed using EFA with Promax rotation, which successfully extracted 10 factors. Pattern Matrix after rotation also confirmed the 10-factor structure. All factor loadings were greater than 0.5. Component Correlation Matrix also confirmed distinctness of components and their theorized correlations. Reliability was assessed by computing Cronbach Alpha. Alpha values exceeded 0.7 for all the constructs confirming the internal consistency of items. This study formulated a valid and reliable instrument capable of capturing the complex interplay between endorsers’ attributes, consumer attitudes, and purchase intentions in today's multifaceted advertising landscape.