Indicators to Measure the Influence of Celebrity Personality and Humor Ads on Consumer Purchasing Intentions
Journal Title: International Journal of Current Science Research and Review - Year 2023, Vol 6, Issue 12
Abstract
Humorous advertising is considered the most effective marketing tool. However, on the other hand, consumers still identify the credibility of celebrities who star in advertisements. Companies need to determine which aspects of these two things are effective in increasing consumer purchasing intentions according to the type of product and target market. Apart from that, this research also measures endorsed brand credibility, transfer of brand image, attitude toward ads and e-word of mouth. This measuring tool was tested on a sample of 30 women who had seen a funny endorsement video from a famous comedian digital in Indonesia. The data was processed using IBM SPSS Statistics 26. The test results showed that the measuring instrument consisting of 7 constructs and 49 items met the validity and reliability criteria. Therefore, this particular measurement instrument was prepared for use in further research purposes.
Authors and Affiliations
Zulfa Hazimah, Indrawati . ,
Keywords
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- EP ID EP725685
- DOI 10.47191/ijcsrr/V6-i12-89
- Views 114
- Downloads 0
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