Celebrity endorser’s credibility: effect on consumers’ attitude toward advertisement : Factors influencing vloggers credibility among viewers and their relation with attitude toward advertisement
Social media has become an attractive platform for companies to advertise their brands on and a common method is to pay internet celebrities to use their fame to promote the companies’ brands. One of these social media platforms is Youtube where “YouTubers” using their fame to promote brands on a da...
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Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle
2017
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ftluleatu:oai:DiVA.org:ltu-64645 2023-05-15T17:09:12+02:00 Celebrity endorser’s credibility: effect on consumers’ attitude toward advertisement : Factors influencing vloggers credibility among viewers and their relation with attitude toward advertisement Friis-Jespersen, Christopher 2017 application/pdf http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-64645 eng eng Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-64645 info:eu-repo/semantics/openAccess Celebrity endorsement endorser credibility Attitude towards advertisement consumers students vlogger Business Administration Företagsekonomi Student thesis info:eu-repo/semantics/bachelorThesis text 2017 ftluleatu 2022-10-25T20:48:49Z Social media has become an attractive platform for companies to advertise their brands on and a common method is to pay internet celebrities to use their fame to promote the companies’ brands. One of these social media platforms is Youtube where “YouTubers” using their fame to promote brands on a daily basis in form of video logs (vlogs). Studies has indicated that the more credibility an endorser has, the more likely the purchase intention is, but also higher retention for the advertised brand. Therefor the purpose of this study is to describe the factors of endorser credibility, benefiting endorsers in how they can increase their credibility. The study also looked at the relation between endorsers’ credibility and attitude towards the advertisement, benefiting companies in choosing the most profitable endorser. A quantitative study was conducted to answer the research purpose, where a questionnaire was sent out to students on LUT (Luleå University of Technology). The results of this study suggested that endorsers credibility consists of all the five factors that was looked at in this study which was trustworthiness, attractiveness, expertise, homogeneous and tie strength. Findings of this study also suggested a direct and positive relation between some factors of endorser credibility with attitude towards advertisement Bachelor Thesis Luleå Luleå Luleå Luleå University of Technology Publications (DiVA) |
institution |
Open Polar |
collection |
Luleå University of Technology Publications (DiVA) |
op_collection_id |
ftluleatu |
language |
English |
topic |
Celebrity endorsement endorser credibility Attitude towards advertisement consumers students vlogger Business Administration Företagsekonomi |
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Celebrity endorsement endorser credibility Attitude towards advertisement consumers students vlogger Business Administration Företagsekonomi Friis-Jespersen, Christopher Celebrity endorser’s credibility: effect on consumers’ attitude toward advertisement : Factors influencing vloggers credibility among viewers and their relation with attitude toward advertisement |
topic_facet |
Celebrity endorsement endorser credibility Attitude towards advertisement consumers students vlogger Business Administration Företagsekonomi |
description |
Social media has become an attractive platform for companies to advertise their brands on and a common method is to pay internet celebrities to use their fame to promote the companies’ brands. One of these social media platforms is Youtube where “YouTubers” using their fame to promote brands on a daily basis in form of video logs (vlogs). Studies has indicated that the more credibility an endorser has, the more likely the purchase intention is, but also higher retention for the advertised brand. Therefor the purpose of this study is to describe the factors of endorser credibility, benefiting endorsers in how they can increase their credibility. The study also looked at the relation between endorsers’ credibility and attitude towards the advertisement, benefiting companies in choosing the most profitable endorser. A quantitative study was conducted to answer the research purpose, where a questionnaire was sent out to students on LUT (Luleå University of Technology). The results of this study suggested that endorsers credibility consists of all the five factors that was looked at in this study which was trustworthiness, attractiveness, expertise, homogeneous and tie strength. Findings of this study also suggested a direct and positive relation between some factors of endorser credibility with attitude towards advertisement |
format |
Bachelor Thesis |
author |
Friis-Jespersen, Christopher |
author_facet |
Friis-Jespersen, Christopher |
author_sort |
Friis-Jespersen, Christopher |
title |
Celebrity endorser’s credibility: effect on consumers’ attitude toward advertisement : Factors influencing vloggers credibility among viewers and their relation with attitude toward advertisement |
title_short |
Celebrity endorser’s credibility: effect on consumers’ attitude toward advertisement : Factors influencing vloggers credibility among viewers and their relation with attitude toward advertisement |
title_full |
Celebrity endorser’s credibility: effect on consumers’ attitude toward advertisement : Factors influencing vloggers credibility among viewers and their relation with attitude toward advertisement |
title_fullStr |
Celebrity endorser’s credibility: effect on consumers’ attitude toward advertisement : Factors influencing vloggers credibility among viewers and their relation with attitude toward advertisement |
title_full_unstemmed |
Celebrity endorser’s credibility: effect on consumers’ attitude toward advertisement : Factors influencing vloggers credibility among viewers and their relation with attitude toward advertisement |
title_sort |
celebrity endorser’s credibility: effect on consumers’ attitude toward advertisement : factors influencing vloggers credibility among viewers and their relation with attitude toward advertisement |
publisher |
Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle |
publishDate |
2017 |
url |
http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-64645 |
genre |
Luleå Luleå Luleå |
genre_facet |
Luleå Luleå Luleå |
op_relation |
http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-64645 |
op_rights |
info:eu-repo/semantics/openAccess |
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1766065177195708416 |