Love me, love my endorsed brand: unveiling the impact of Generation Z fan’s celebrity worship on online brand advocacy

Purpose: This study aims to investigate the interrelationship among consumers, celebrities and brands within social media environments. It proposes a theoretical framework based on an integrative approach that combines parasocial relationship theory and the meaning transfer model. Design/methodology/approach: This study collected data from 342 Generation Z fans, and structural equation modeling was used for the analysis. Findings: The results revealed that social media use strongly affects celebrity worship, but its impacts on brand love and online brand advocacy are weak. Celebrity worship significantly influences brand love; however, the relationship with online brand advocacy is nonsignificant, highlighting the crucial mediating role of brand love. The mediating effects of celebrity worship and brand love significantly strengthened the relationship between social media use and online brand advocacy. Originality/value: By using an integrative approach, this study advances the understanding of the dynamics of consumer–brand relationships, revealing the serial mediating path that highlights the roles of celebrity worship and brand love.