Advanced

Effectiveness of Consumer Endorser in Social Media Advertisement - Impact on consumers' attitudes and behaviors

Preedanorawut, Sarinya; Tang, Xue Hui and Nguyen, Phuong Nhung (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:
author
Preedanorawut, Sarinya; Tang, Xue Hui and Nguyen, Phuong Nhung
supervisor
organization
year
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
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},
  keyword      = {Consumer endorsement,Credibility,Attractiveness,AIDA model,Social media advertisement,Management of enterprises,Företagsledning, management},
  language     = {swe},
  note         = {Student Paper},
  title        = {Effectiveness of Consumer Endorser in Social Media Advertisement - Impact on consumers' attitudes and behaviors},
  year         = {2011},
}