MODERATING ROLE OF THE MEDIA IN CELEBRITY ENDORSEMENT AND PRODUCT ADOPTION

Abstract

This study aims to extend knowledge by linking celebrity endorsement to the adoption theory by examining the role of the media as a moderating factor. This adds value to the present knowledge of celebrity endorsement literature and further explains the media's role in the relationship. The research adopted a quantitative methodology approach. Questionnaires were used to collect the data. Having taken 500 responses from respondents, including 30 Business Executives and 470 consumers. Both stratified and simple random sampling methods were used to select the business executives and consumers, respectively. The study used a test moderation approach for the analysis of the data. The outcome of the study has proved that for an endorsement to be effective, it depends on the vibrancy of the media used that are mostly used by the targeted audience. The results suggest that if the right medium and the appropriate vehicles are used to convey messages, then the effectiveness of endorsement promo is ensured. The study found that Celebrity endorsement could be used to speed up the acceptance of products and services successfully through media moderation. This creates awareness in the communities, which comes through social learning from each other. It was revealed that media could alter and make consumers adjust their behavior towards accepting such endorsed brands, which would result in adoption. The multiplicity of the media has made the social system more cohesive and interactive and has accelerated the time taken for the spread of endorsed product information, which has improved adopters’ access to information. Management should note that the media platform drives the circulation of product and service information because it creates community awareness. This adds value to the present knowledge of celebrity endorsement literature and further explains the media's role in the relationship. Celebrity endorsement and adoption models were applied to capture media influence on customers' behavior towards endorsed products and service acceptance.