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...

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Bibliographic Details
Main Author:	Mohd Shahrir, Syara Izreen
Format:	Student Project
Language:	English
Published:	Faculty of Business and Management 2020
Subjects:	Market surveys. Including brand choice. Brand loyalty Purchasing. Selling. Sales personnel. Sales executives Social influence. Social pressure
Online Access:	http://ir.uitm.edu.my/id/eprint/28581/ http://ir.uitm.edu.my/id/eprint/28581/1/PPb_SYARA%20IZREEN%20MOHD%20SHAHRIR%20BM%20M%2020_5.pdf

id	uitm-28581
recordtype	eprints
spelling	uitm-285812020-03-11T07:00:11Z http://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 http://ir.uitm.edu.my/id/eprint/28581/1/PPb_SYARA%20IZREEN%20MOHD%20SHAHRIR%20BM%20M%2020_5.pdf Mohd Shahrir, Syara Izreen (2020) The efficacy of celebrity endorsement towards youngsters in purchase decisions / Syara Izreen Mohd Shahrir. [Student Project] (Unpublished)
repository_type	Digital Repository
institution_category	Local University
institution	Universiti Teknologi MARA
building	UiTM Institutional Repository
collection	Online Access
language	English
topic	Market surveys. Including brand choice. Brand loyalty Purchasing. Selling. Sales personnel. Sales executives Social influence. Social pressure
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
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.
format	Student Project
author	Mohd Shahrir, Syara Izreen
author_facet	Mohd Shahrir, Syara Izreen
author_sort	Mohd Shahrir, Syara Izreen
title	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_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_sort	efficacy of celebrity endorsement towards youngsters in purchase decisions / syara izreen mohd shahrir
publisher	Faculty of Business and Management
publishDate	2020
url	http://ir.uitm.edu.my/id/eprint/28581/ http://ir.uitm.edu.my/id/eprint/28581/1/PPb_SYARA%20IZREEN%20MOHD%20SHAHRIR%20BM%20M%2020_5.pdf
first_indexed	2023-09-18T23:20:34Z
last_indexed	2023-09-18T23:20:34Z
_version_	1777419403021778944

The efficacy of celebrity endorsement towards youngsters in purchase decisions / Syara Izreen Mohd Shahrir

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