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Effect of Celebrity Attractiveness on Behavioral Change Intention: A Study on Celebrity Endorsed Social Advertisement
Get PDFSocial Advertising is defined as a form of communication, whichis aimed at attracting public attention to the most pressingproblems of society. The use of endorsement for the socialadvertisement is a common phenomenon. The communication andadvertising literature have shown that attractiveness of the sourceinfluences attitude and intentions of the message recipient. Inthis context, the study examines the impact of celebrityattractiveness on behavioural intentions. Research participants(N = 116) wereselected based on a convenient sampling process,consisting of students from M. G. University, Kottayam. Each of the participants was shown a social advertisement involving acelebrity. They completed a questionnaire that measured therespondent’s perception about celebrity’s attractiveness and socialadvertisement persuasion. Path analysis was used to evaluatethe hypothesis. The research found out that the attractiveness ofcelebrity will have an effect on attitude toward advertisementand message comprehension as well as in creating an intentionto change behaviour. The research used attractiveness factor forevaluating the celebrity. Other factors like match-up hypothesis,celebrity credibility, are not considered here. The researcher alsofailed to incorporate the time interval between the respondentviewing the advertisement and filling the questionnaire. Thefindings of the study suggest that the celebrity attractiveness willaffect the intention to change behaviour in a mediated mannerThis means the advertisers should consider the celebrityattractiveness before selecting the celebrity for advertising.Inearlier studies the impact of celebrity attractiveness is studiedusing attractiveness relevant product as stimuli but this study usesa social message as stimulus. This is very important for socialadvertisers who use celebrity endorsement marketing strategy
Editorial
Get PDFKnown as the next-generation e-commerce, m-commerce (mobile commerce) which enablesbuying and selling of goods and services through wireless hand-held devices such as cellulartelephone and laptop, has made great strides in Europe, the US and Asia. Despite its fastgrowth, there are a number of factors hindering its adoption. Shahir Bhatt and Amola Bhattanalyses those factors in the context of India and examines the relationship between themand the demographics
Linking Customer Loyalty to Customer Satisfaction and Store Image
Get PDFIndian grocery shoppers are supposed to have a liking towards aprimary store for the bulk of their purchases, though they mightoccasionally visit other stores for immediate purchases. They tendto spend twice as much in this main store compared to others.The specific objective of this research was to develop an empiricalmodel linking customer loyalty to customer satisfaction and storeimage and find the relationship between them. Data was collectedfrom 150 customers of leading supermarkets in Kochi, usinga structured closed-ended questionnaire through conveniencesampling method. A structural model was developed linking storeimage, customer satisfaction and customer loyalty where customersatisfaction and store image were proposed as antecedentsto customer loyalty. Store image and customer satisfactionhave a positive relationship with customer loyalty but the directrelationship between store image and customer loyalty was foundto be insignificant
Towards New Metophors for a Globalizing India:An Agenda for Management
No full textTowards New Metophors for a Globalizing India:An Agenda for Managemen
Coping with Psychological injuries in the workplace
No full textCoping with Psychological injuries in the workplac
Mindset-Correlation: The Secret Power of Social Networks in Organizations
Get PDFLeaders and Managers of human collectivities have been always concerned about the phenomenon of 'informal organizations' or 'soci'al networks' within the larger group or organizational totality. Plenty of direct and indirect evidences reveal that such networks of people contain the power to enhance or sabotage the course of an organization. Whether the organization is a family, a community, a group, an association, a small enterprise, a work unit, a business corporation, or even a nation; 'informal social networks' play a critical role
Quality Management and Competitive Benchmarking in HR
No full textQuality Management and Competitive Benchmarking in H
Sales Promotion and Sources of Consumer Based Brand Equity
No full textSales Promotion and Sources of Consumer Based Brand Equit