Impact Of Celebrity Endorsement Research Articles

Analysis of The Influence of Online Consumer Reviews, Seasonal Digital Advertising and Celebrity Endorsers on Repurchase Intention of E-Commerce Consumers

This research aims to see whether there is an influence of advertising, celebrity endorsers, and online consumer reviews on repurchase intention. This research takes the population, namely e-commerce consumers, throughout Indonesia. The researcher used the nonprobability sampling method, which was purposive sampling. The research utilized a sample size of 100 individuals. The data gathering procedure involves the dissemination of surveys to individuals who have made purchases on many occasions and have been exposed to advertising materials. The researcher employed quantitative methodologies within an explanatory research framework in this study. This study utilizes the Statistical Product and Service Solution (SPSS) application to employ multiple linear regression analysis approaches. The research findings presented in this study are based on the application of the Multiple Linear Regression Analysis method to the collected data. The impact of advertising on the intention to repurchase is evident. The impact of celebrity endorsers on repurchase intentions is negligible. The impact of online consumer reviews on repurchase intentions is negligible. The impact of advertising, celebrity endorsements, and online consumer evaluations on repurchase intentions is significant.

Impact of Celebrity Endorsement, Product Quality, and Brand Image on Purchasing Decisions and Customer Satisfaction of MS Glow Products in Pekanbaru City: A Formal Analysis

This study aims to determine how much influence celebrity endorsers, product quality and brand image have on purchasing decisions and customer satisfaction for MS Glow products in Pekanbaru city. The population of this study are all consumers who have bought and used ms glow products. This study used 147 respondents with non-probability sampling technique with purposive sampling method. This research analysis method uses path analysis with data processing using SPSS (Statistical Program Society Science) version 23 for windows. The results of this study indicate that (1) Celebrity endorser has a positive and significant effect on purchasing decisions; (2) Product quality has a positive and significant effect on purchasing decisions; (3) Brand image has a positive and significant effect on purchasing decisions; (4) Purchasing decisions have a positive and significant effect on customer satisfaction; (5) Celebrity endorser has a positive and significant effect on customer satisfaction through purchasing decisions; (6) Product quality has a positive and significant effect on customer satisfaction through purchasing decisions; (7) Brand image has a positive and significant effect on customer satisfaction through purchasing decisions.

Impact of Celebrity Endorsement and Reference Group on Customer Purchase Intention for Non-durable Goods

Consumer purchasing behaviour is impacted by a range of factors that must be identified. This study's main goal was to investigate how reference groups and celebrity endorsements affect consumers' choices for non-durable goods. Reference groups and celebrity endorsements both have a significant impact on how consumers choose products. The study's population encompassed customers from different age groups and sectors, including students, homemakers, bankers, teachers, and professionals in various fields. A total of 430 respondents received self-administered questionnaires through convenient sampling techniques, and 400 completed questionnaires were collected. The study's findings indicated that the reference group is a potent factor with a significant influence on consumer buying decisions, while the correlation between celebrity endorsements and consumer purchasing decisions was found to be weak.

Impact of Celebrity Endorsement on Sales of Cosmetics

Today, celebrity endorsement is becoming a multi-million dollar industry worldwide. In advertising, marketers have endorsed celebrities with their products and brands to increase their sales and change viewers' perception of their brand, which positively affects their purchasing behavior. This study focuses on celebrity endorsement and its impact on customer purchasing behavior and their perception of a company's product or brand. This study uses a quantitative method to find out the effect of celebrity endorsement on purchasing behavior. The data of 100 respondents are collected through a questionnaire and the results were analyzed. Respondents learned how they perceive a celebrity and its characteristics and how celebrity endorsement affects their purchasing behavior. The conclusion is that celebrity-endorsed ads are more attractive than non-endorsed ads. It also showed that celebrity endorsement has a significant impact on purchasing behavior. Finally, the results of the study further showed that celebrity popularity has a significant impact on customer purchasing behavior. The study focuses on understanding consumer buying behavior based on various factors such as age, gender, income, media and many other relevant variables.

Impact of Celebrity Endorsement in Marketing Campaigns on Customers

A celebrity's fame and reputation are used to promote a brand or product by celebrity endorsement, sometimes also called as celebrity branding or celebrity advertising. Nonprofit groups that exploit a celebrity's fame to promote a cause or collect money for it are examples of other use cases. Alternatively, event marketers may use a celebrity's notoriety and appeal to generate buzz and prestige for their virtual or hybrid event. It's not necessary for your chosen celebrity to be a movie star. Great branding efforts have been created by brands using several people like musicians, athletes, social media celebrities, or even artificial characters like cartoon characters. So there can be two requirements for choosing of celebrity endorsements first one is according to image which means does our values matches with that celeb and the other one is following that is the reach of the celeb how much people follow them. Then the question arises of why we use celebrities as a marketing tool or advertising for our brand so there are several reasons in favour of it.

Potentially Misleading Weight Loss Advertisements Targeting Men: Examining Influence of Celebrity Athlete Endorsement on Ad Believability and Purchase Intentions

Given the prevalence of false or exaggerated claims in advertisements for weight loss products, as well as risks associated with use of unproven dietary supplements and exercise plans, they are subject to heightened scrutiny from regulators. However, celebrity athlete endorsers are increasingly featured in advertisements promoting weight loss products targeting men. This study employed a 2x2 (athlete endorser vs. non-celebrity; plausible vs. unrealistic advertising claim) experimental design, whereby participants (n= 292) were exposed to one of four ad conditions. Results suggest the athlete endorser was perceived as more credible than a non-celebrity, being rated as more expert. Significant differences were observed in ad believability, fit perceptions, brand attitudes, and purchase intentions. Findings suggest, the presence of a celebrity athlete endorser made weight loss advertisements more believable to consumers, even when ads contained obviously false claims. Given the health risks associated with certain weight loss behaviors and supplements, the impact of celebrity endorsers on consumer choices is important. Implications for potential consumers, regulators, and celebrity athlete endorsers are discussed.

The Impact of Celebrity Endorsements on the Cryptocurrency Industry Through a Multi-Level Latent Class Analysis and Software-Based Approach. (Multidisciplinary Study)

The Impact of Celebrity Endorsements on the Cryptocurrency Industry Through a Multi-Level Latent Class Analysis and Software-Based Approach. (Multidisciplinary Study)

Impact of Celebrity Endorsement on Consumer Buying Behavior in India

Impact of Celebrity Endorsement on Consumer Buying Behavior in India

Impact of celebrity endorsement on purchase decision-making of students in Centro Escolar University-Manila towards beauty products

This study aims to determine the impact of celebrity endorsement on the purchase decision-making of the consumers represented by the students in Centro Escolar University Manila towards beauty products. This descriptive correlational quantitative study will use Spearman Rank Correlation to quantify the relationship between the dependent and independent variables. The respondents will be selected using the proportionate sampling technique, and the sample size will be computed using Slovin's formula. There will be four sections of the questionnaire containing: (1) socio-demographic profile of the respondents, (2) types of celebrity endorsers, (3) impact of celebrity endorsements on purchase decision making based on their different quality attributes, (4) relationship of identified qualities of celebrity endorsers to respondents purchase decision making. The collection of data was conducted through Google forms to examine the objectives of the study and was analyzed using the statistical tool Spearman Rank Correlation to further analyze the results of the study at 0.05 alpha levels. The research concluded that there was a significant relationship between consumers’ purchase decision-making and attractiveness (r= 0.263), expertise (r=0.291), and credibility (r=0.122) traits of endorsers. The overall results show that attractiveness has a weak positive correlation with the purchase decision-making of the respondents towards beauty products while traits of expertise and credibility have a negligible positive correlation.

Impact of celebrity endorsement on purchase decision-making of students in Centro Escolar University-Manila towards beauty products

Impact of celebrity endorsement on purchase decision-making of students in Centro Escolar University-Manila towards beauty products

The Impact of Celebrity Endorsements on the Artificial Inflation of the Cryptocurrency Industry

The Impact of Celebrity Endorsements on the Artificial Inflation of the Cryptocurrency Industry

The Impact of Celebrity Endorsements on the Artificial Inflation of the Cryptocurrency Industry

The Impact of Celebrity Endorsements on the Artificial Inflation of the Cryptocurrency Industry

Impact of Celebrity Endorsement on Consumer Buying Behaviour of Jewellery : A Study in Odisha

The largest gold jewellery market in the world is located in India. Gold has merged into the Indian mentality and has become an indispensable component of Indian society. In India, gold jewellery is the most popular type and is in high demand since buying gold on auspicious events like festivals, weddings, and birthdays is seen as good luck. Due to the expansion of organized shops, customer purchasing habits are significantly shifting.Companies spend a lot of money on celebrity advertising in today's cutthroat market as they work diligently to establish a place in the thoughts of the consumer. It is considerably more difficult for businesses to draw clients to their goods and services due to the cutting-edge competition and the introduction of new advertising methods. Almost every jewellery brand is roping on celebrities in order to attract more and more customers. This study was conducted to know the impact of celebrity endorsement on consumer buying behavior of jewellery in Odisha. A sample of 200 consumers was taken from different regions of the state. Data collected was analyzed using Percentage analysis and chi-square test. It has been found that celebrity endorsement has a positive impact on consumers buying jewellery and due to high making charges a great chunk of consumers don’t prefer branded jewellery which are endorsed by celebrities.

Does religiosity matter in celebrity endorsement and advertising effectiveness? Evidence from the tourism sector

Malaysia is one of the countries where celebrities are commonly featured in advertisements to promote products to consumers through traditional and social media platforms. In this digital age, scholars are debating about whether celebrity endorsement can translate to effective advertising. Religion has become a significant factor because it can lead to a desire for responsible consumption. In the context of consumerism, religiosity can facilitate Muslim consumers' purchasing decisions since Islam encourages its adherents to follow Sharia values as a way of life. Based on a survey of 300 Muslim consumers, the findings revealed that religiosity moderates the positive effect of celebrity endorsement on advertising effectiveness. Specifically, the impact of celebrity endorsement on advertising effectiveness is greater when the religiosity level is high rather than low. From the practical standpoint, marketers should prioritise the celebrity selection process to comply with the teachings of Islam.

STUDY ON THE CONSUMER BUYING BEHAVIOUR TOWARDS FMCG INFLUENCED BY CELEBRITY ENDORSEMENTS

This project entitled to study the impact of celebrity endorsement on the consumer perception towards the fast moving consumable good brands. It aims to analyze the influence of celebrities' attributes (attractiveness, expertise, trustworthiness, popularity) on the buying behaviour of people living in India. The research was done by collecting information through a structured close ended questionnaire from 71 responses in India. This paper investigates the impact of celebrity endorsement on buyers' purchasing conduct of Fast Moving Consumer Goods (FMCG). It means to break down the impact of celebrities' properties (allure, mastery, dependability, prevalence) on the purchasing conduct of individuals living in India. The whole data are gathered utilizing organized questionnaires from seventy one respondents in India. The consequences of graphic investigation uncover that celebrity endorsement has a positive effect on purchasing conduct of a larger part of individuals. It has additionally been recognized from the examination that respondents positioned brand as the most predominant factor affecting their purchasing conduct while they positioned celebrity endorsement as a forward need. The consequence of inferential investigation uncovers that a huge relationship exists between celebrities' properties and buy intention of FMCG. Since Indian FMCG organizations are in critical need of a good limited time system, this investigation gives valuable knowledge to FMCG organizations and advertisers in India.

Impact of celebrity endorsement on attitudes toward voluntary blood donation

The use of celebrities to promote voluntary blood donation is a recurrent practice but no study to our knowledge has addressed the subject. This study showed that he persuasives characteristics of celebrities commonly considered in the commercial field are not all adapted to the social context. Indeed, in the context of solicitation of voluntary blood donation, the study showed that the reliability and notoriety of the celebrity in addition to the feelings of the audience toward him must be the determining attributes. In addition, the results revealed that the reliability and notoriety of the celebrity are the factors that favorably influence the attitude towards voluntary blood donation.

INFLUENCE OF DIGITAL MEDIA MARKETING AND CELEBRITY ENDORSEMENT ON CONSUMER PURCHASE INTENTION

Digital media marketing and celebrity endorsement have a significant impact on consumer purchase intent. The digital media marketing tools give marketers a competitive advantage in influencing customers and driving purchase intent toward their offerings. The study aims to examine the effectiveness of digital media as well as the impact of celebrity endorsements on consumer purchase intentions. The purposive sampling technique was used to collect responses from 523 residents of the tri-city Chandigarh using a structured questionnaire. The findings advocate that celebrity endorsement is a substantial marketing tool for driving consumer purchase intention via digital media platforms. The indirect effect of celebrity endorsement on consumer purchase intention was also significant when digital marketing media was used as a meditating variable. The data analysis and validation of the conceptual framework were carried out using the PLS-SEM. The study's implications are discussed.

Personality and the Impact of Celebrity Endorsements on Instagram

Celebrities are famous people who often belong to entertainment industry. They are known to have a strong influence on people’s behavior. In the digital age this impact has expanded to include the online arena. Celebrities increasingly utilize Instagram, an online social network, to promote commercial products. It is important to learn to what extent people are influenced by this type of promotion and what sort of people are likely to be swayed by it. Research has demonstrated that people’s personalities have a strong impact on their behaviors online. However, until now, these investigations have not included the relationship between personality and the degree of celebrity influence through social networks. This study examines how much the personality of a user is related to the degree to which he or she is influenced by these Celebrity Instagram messages. Participants comprised 121 students (34 males, 87 females). They answered questionnaires which focused on their personality and were asked about the degree of influence celebrities exerted upon them through Instagram. Results showed that people who are characterized as being open and having an internal locus of control are more resistant to such celebrity influences. This paper demonstrates that the personality of a recipient is likely to influence the degree of impact that a celebrity endorsement is likely to produce. The implications of these results are discussed.

Impact of Celebrity Endorsement and Breaking News Effect on the Attention of Consumers

Abstract In the last decade, the new means of communication have determined substantial changes in human behavior and in the way individuals interact with each other. Besides the numerous benefits and opportunities that have arisen throughout the digitalization process, both for individuals as well as for private companies and state institutions, the widespread use of the Internet has generated vulnerabilities and threats. One of the most consistent concerns related to the new means of communication, especially social media platforms, refers to fake news. In recent years, major events including the 2016 presidential election in the US, Brexit, and the emergence of the COVID-19 pandemic have proven the negative effects of fake news on society. In this paper, we use an eye-tracking experiment to determine the unconscious reactions of consumers regarding the attraction potential of a fake news manner written article about a celebrity couple. The results of the experiment for this magazine’s article, with a fake title about the celebrity couple, show that the participants focus their attention on celebrities and fake titles mostly. The picture of the celebrities and the fake title of the article beats the other areas from the article and less on the information in the text. The research proves empirically that consumers are more attentive to celebrity pictures and fake breaking news titles and less to real information in the article. To sum up, testimonials and fake news play an important role in attracting publicity and influencing consumer behavior.

Impact of Celebrity Endorsement on Consumer Purchasing Behaviour among Young-Adults of Sri Lanka for the Beverage Industry

Impact of Celebrity Endorsement on Consumer Purchasing Behaviour among Young-Adults of Sri Lanka for the Beverage Industry