Global ETD Search
Search theses and dissertations gathered from participating repositories worldwide. Every result links back to the library that holds it. No account is needed.
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Showing 1 to 14 of 14 for “"Celebrity endorsement"”.
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Social Butterflies: How Social Media Influencers are the New Celebrity Endorsement
… Ample research is available on the effects of celebrity endorsements but currently there is a gap in research pertaining to the consumer's perspective towards SMIs and SMIs effects on consumers. The online experiment completed in this thesis addressed how promotion of a product by a SMI affects …
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Negative Celebrity Endorsement Publicity and Stock Returns: The Importance of Proactive Firm Reactions
… time commercials in the United States feature celebrity endorsers. Previous research has identified numerous benefits of this powerful marketing strategy. Unfortunately, celebrities have been increasingly involved in negative publicity in the recent past. Using event study methodology, I …
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Social Media and the Mediating Role of Perceived Authenticity in Covert Celebrity Endorsement: Influencing Factors
… thesis analyses the factors that influence the celebrity endorser’s perceived authenticity and its impact on the promoted brand in covert social media marketing. To examine consumer behaviour, the Persuasion Knowledge Model and Attribution Theory were integrated, and a theoretical framework was …
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An Exploration of American Adolescents' Beverage Intake and Views on Celebrity Endorsement of Beverage Products to Inform Policies that Promote Healthy Beverage Guidelines
… dollars) of the 77 million US dollars spent on celebrity marketing targeted to American adolescents promoted sugar-sweetened beverages (SSB) associated with obesity and type 2 diabetes. Research is limited on how celebrity endorsement influences adolescents' SSB choices and intake. This M.S. …
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An Examination of Celebrity Endorsement Used to Promote Branded Food and Beverage Products to American Children, Adolescents and Young Adults to Inform Policies to Promote Healthy Food Environments
Celebrity endorsement is a global billion-dollar business used by food, beverage and restaurant companies to influence dietary behaviors that may contribute to overweight and obesity. Evidence suggests that existing government policies and industry self-regulatory programs in the United States (US) …
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Intimacy issues : a content analysis of intimacy levels and engagement rates between celebrities and influencers.
… the inclusive nature of Instagram to employ celebrity endorsement and/or influencer techniques. Though the two strategies are different, individuals outside the industry often confuse them, resulting in lower engagement rates and credibility. The purpose of this research is to establish the …
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Analysis of Food and Beverage Marketing in the Public School Setting
… nutrient promoted, theme, and inclusion of celebrity endorsement. Descriptive statistics were then computed for the purpose of a) describing the extent to which food and beverage marketing was present and the nature of this marketing; b) examining the degree to which the marketing was …
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Fashion Meets Twitter: Does the Source Matter? Perceived Message Credibility, Interactivity and Purchase Intention
… with varying message sources (the brand itself, celebrity endorser, friend/acquaintance). Online interactivity and purchase intention of potential customers were also assessed to examine if a particular message source and its credibility increase the likelihood of online engagement with the …
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Influencer persona and audience engagement : an analysis of the user decision-making differences between traditional and short-video-based social media
… a new marketing method that takes on the idea of celebrity endorsement, is a growing phenomenon. The ever-increasing influence of social media as seen in society today places it as a key modern-day content-driven marketing movement. The atmosphere of different social media platforms, the persona …
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The Banality of the Social: A Philosophy of Communication of Social Media Influencer Marketing
… influencer marketing emerges as a new form of celebrity endorsement in which those finding fame on the Internet engage in word-of-mouth marketing for brands and organizations on their own personal social media pages, blurring the line between organic and sponsored content. According to Arnett …
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The Effect of Endorser Credibility on Purchase Intention based on Golf Products’ Attribute: Elaboration likelihood Model Perspective. Golf Equipment vs. Golf Apparel
… study is to examine the main features of a sport celebrity which make them credible as an endorser such that it influences the consumer’s purchase intention based on the products’ attributes. The study used a non-probability sample, a convenient sample method, limiting the generalization …
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Investigating the Marketing Strategies Implemented by Aston Martin and BMW and its Impact on Consumer Behaviour in the UK
… that appropriate and strategic marketing like celebrity endorsement, and social media marketing are effective in changing consumer attitudes and building trust. The survey result showed that customer-centric marketing strategies have a major effect on the development of business growth in the …