The efficacy of celebrity endorsement towards youngsters in purchase decisions / Syara Izreen Mohd Shahrir
Celebrity endorsement practice has become an effective marketing method for companies to communicate to customers about their products. The study's objective is to examine the impact of celebrity endorsement on the purchase decision of young people. Celebrity expertise, celebrity attractiveness...
| Main Author: | |
|---|---|
| Format: | Student Project |
| Language: | English |
| Published: |
Faculty of Business and Management
2020
|
| Subjects: | |
| Online Access: | https://ir.uitm.edu.my/id/eprint/28581/1/PPb_SYARA%20IZREEN%20MOHD%20SHAHRIR%20BM%20M%2020_5.pdf |
| _version_ | 1796902727412875264 |
|---|---|
| author | Mohd Shahrir, Syara Izreen |
| author_facet | Mohd Shahrir, Syara Izreen |
| author_sort | Mohd Shahrir, Syara Izreen |
| collection | UITM |
| description | Celebrity endorsement practice has become an effective marketing method for companies to communicate to customers about their products. The study's objective is to examine the impact of celebrity endorsement on the purchase decision of young people. Celebrity expertise, celebrity attractiveness and celebrity trustworthiness are the characteristics of celebrity endorsement included in this study. The study was carried out in Kuala Lumpur using convenience sampling, especially on the youngsters. Using a standardized questionnaire, data were obtained from 338 respondents and the findings were analysed using SPSS 25. The analysis showed that celebrity expertise, celebrity attractiveness and celebrity trustworthiness have a positive relationship with the purchase decision. Based on the observations, a range of recommendations were made for businesses and also for future research purposes in order to achieve better results. |
| first_indexed | 2024-03-06T02:09:30Z |
| format | Student Project |
| id | uitm.eprints-8581 |
| institution | Universiti Teknologi MARA |
| language | English |
| last_indexed | 2024-03-06T02:09:30Z |
| publishDate | 2020 |
| publisher | Faculty of Business and Management |
| record_format | dspace |
| spelling | uitm.eprints-85812020-03-11T07:00:11Z https://ir.uitm.edu.my/id/eprint/28581/ The efficacy of celebrity endorsement towards youngsters in purchase decisions / Syara Izreen Mohd Shahrir Mohd Shahrir, Syara Izreen Market surveys. Including brand choice. Brand loyalty Purchasing. Selling. Sales personnel. Sales executives Social influence. Social pressure Celebrity endorsement practice has become an effective marketing method for companies to communicate to customers about their products. The study's objective is to examine the impact of celebrity endorsement on the purchase decision of young people. Celebrity expertise, celebrity attractiveness and celebrity trustworthiness are the characteristics of celebrity endorsement included in this study. The study was carried out in Kuala Lumpur using convenience sampling, especially on the youngsters. Using a standardized questionnaire, data were obtained from 338 respondents and the findings were analysed using SPSS 25. The analysis showed that celebrity expertise, celebrity attractiveness and celebrity trustworthiness have a positive relationship with the purchase decision. Based on the observations, a range of recommendations were made for businesses and also for future research purposes in order to achieve better results. Faculty of Business and Management 2020 Student Project NonPeerReviewed text en https://ir.uitm.edu.my/id/eprint/28581/1/PPb_SYARA%20IZREEN%20MOHD%20SHAHRIR%20BM%20M%2020_5.pdf The efficacy of celebrity endorsement towards youngsters in purchase decisions / Syara Izreen Mohd Shahrir. (2020) [Student Project] <http://terminalib.uitm.edu.my/28581.pdf> (Unpublished) |
| spellingShingle | Market surveys. Including brand choice. Brand loyalty Purchasing. Selling. Sales personnel. Sales executives Social influence. Social pressure Mohd Shahrir, Syara Izreen The efficacy of celebrity endorsement towards youngsters in purchase decisions / Syara Izreen Mohd Shahrir |
| title | The efficacy of celebrity endorsement towards youngsters in purchase decisions / Syara Izreen Mohd Shahrir |
| title_full | The efficacy of celebrity endorsement towards youngsters in purchase decisions / Syara Izreen Mohd Shahrir |
| title_fullStr | The efficacy of celebrity endorsement towards youngsters in purchase decisions / Syara Izreen Mohd Shahrir |
| title_full_unstemmed | The efficacy of celebrity endorsement towards youngsters in purchase decisions / Syara Izreen Mohd Shahrir |
| title_short | The efficacy of celebrity endorsement towards youngsters in purchase decisions / Syara Izreen Mohd Shahrir |
| title_sort | efficacy of celebrity endorsement towards youngsters in purchase decisions syara izreen mohd shahrir |
| topic | Market surveys. Including brand choice. Brand loyalty Purchasing. Selling. Sales personnel. Sales executives Social influence. Social pressure |
| url | https://ir.uitm.edu.my/id/eprint/28581/1/PPb_SYARA%20IZREEN%20MOHD%20SHAHRIR%20BM%20M%2020_5.pdf |
| work_keys_str_mv | AT mohdshahrirsyaraizreen theefficacyofcelebrityendorsementtowardsyoungstersinpurchasedecisionssyaraizreenmohdshahrir AT mohdshahrirsyaraizreen efficacyofcelebrityendorsementtowardsyoungstersinpurchasedecisionssyaraizreenmohdshahrir |