Effectiveness of Consumer Endorser in Social Media Advertisement - Impact on consumers' attitudes and behaviors
(2011)Department of Business Administration
- Abstract
- The results of this study shows that the consumer endorser has positive effects in creating effectiveness in the social media advertisement, influencing consumers' attitudes and behaviors. Some characteristics of the endorser which are trustworthiness and attractiveness can create product awareness, interest and desire in the consumers leading to intention to buy. However, expertise of the consumer endorser can only create the awareness but cannot lead to interest, desire and intention to buy.
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/1982660
- author
- Preedanorawut, Sarinya ; Tang, Xue Hui and Nguyen, Phuong Nhung
- supervisor
- organization
- year
- 2011
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Consumer endorsement, Credibility, Attractiveness, AIDA model, Social media advertisement, Management of enterprises, Företagsledning, management
- language
- Swedish
- id
- 1982660
- date added to LUP
- 2011-06-01 00:00:00
- date last changed
- 2012-04-02 19:03:19
@misc{1982660,
abstract = {{The results of this study shows that the consumer endorser has positive effects in creating effectiveness in the social media advertisement, influencing consumers' attitudes and behaviors. Some characteristics of the endorser which are trustworthiness and attractiveness can create product awareness, interest and desire in the consumers leading to intention to buy. However, expertise of the consumer endorser can only create the awareness but cannot lead to interest, desire and intention to buy.}},
author = {{Preedanorawut, Sarinya and Tang, Xue Hui and Nguyen, Phuong Nhung}},
language = {{swe}},
note = {{Student Paper}},
title = {{Effectiveness of Consumer Endorser in Social Media Advertisement - Impact on consumers' attitudes and behaviors}},
year = {{2011}},
}