The Business Potential of Using Celebrities for Advertising
Eon, Paul (2024)
Eon, Paul
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202403265211
https://urn.fi/URN:NBN:fi:amk-202403265211
Tiivistelmä
Advertising is omnipresent in our society. We see it everywhere, every day. There are countless brands all over the world, and countless ways to advertise. Many brands or companies use celebrities to promote the products or services they sell. Many studies have already been carried out into the impact of advertising on consumers, while few have examined the effects of using celebrities in advertising campaigns. Three credibility factors - trust, expertise and attractiveness are at the heart of the research. The aim was to identify the factors behind the connection that is established by certain brands through advertising campaigns using a celebrity as the main character. Given the research questions and objectives, a quantitative survey was carried out. This research technique used a quantitative questionnaire to gather data from a sample of the target population for analysis. A deductive approach where quantitative data were collected through a survey questionnaire with a mono research method. The online survey questionnaire was answered by 102 participants. According to the data calculated by SPSS software, none of the credibility factors influence purchase intentions. In fact, neither expertise, credibility nor trustworthiness are significant (sig >0.1). However, there is an effect of Attitude towards the brand on Intention to purchase. Attitude towards the brand is significant (sig. <0.001) with the coefficient 0.372. In conclusion, the author argues that purchase intention is determined exclusively by attitude towards the brand, independently of celebrity credibility.