The impact of celebrity endorsements on the buying behavior of Rowan University students age 18-24

The purpose of this study was to determine the persuasiveness of celebrity endorsements on the purchase decisions of Rowan University students age 18-24, with specific regard to digital media players. The hypothesis of the study is that majority of Rowan students age 18-24 are persuaded to buy digital media players that are endorsed by celebrities they view favorably. The information gathered in the secondary research was used to develop questions for focus groups. The author of the study conducted two pre-test focus groups, after which the questions were modified. Once the questions were refined and finalized, the author conducted eight eight-person focus groups. Upon reviewing the results from the focus groups, the author found that most Rowan University students are not persuaded to purchase digital media players that are endorsed by celebrities they view favorably. The hypothesis was rejected.

Name thesis:degree_name

M.A. Public Relations

Level thesis:degree_level

Thesis

Discipline thesis:degree_discipline

Public Relations/Advertising

Year dc:date.available

2011

Author dc:creator

• Esangbedo, Reginald

Contributors dc:contributor

• Basso, Joseph

• Consumer behavior; College students
• Public Relations and Advertising

Repository record dc:identifier

https://rdw.rowan.edu/etd/88

OAI identifier oai:identifier

oai:rdw.rowan.edu:etd-1087