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
Related Articles
- EP ID EP725685
- DOI 10.47191/ijcsrr/V6-i12-89
- Views 109
- Downloads 0
Global Fear, Hopelessness and Media Overexposure of the Danger of COVID-19: A Cross-cultural Research
This study analyzes the role of mass media in inducing hopelessness and fear at the onset of the COVID-19 pandemic. It was conducted online in three Asian (China, India, and Indonesia) and three European (Bulgaria, Germa...
Enhancing Customer Service in Banking with AI: Intent Classification Using Distilbert
With the increasing demand for efficient and responsive customer service in the banking sector, artificial intelligence offers a promising solution. This paper presents a comparative analysis of artificial intelligence m...
Rethinking Tanzania's Foreign Policy Paradigm: An Examination of the Evolution of Economic Diplomacy from 2001 to 2004
This comprehensive review of Tanzania’s foreign policy since 2001 provides a nuanced examination of the country’s shift towards economic diplomacy, with a specific focus on the factors that contributed to this transforma...
Proposed Marketing Strategy to Increase Product Awareness Private Box (Case Study: CGV Cinemas Indonesia)
The entertainment sector is one of the most attractive industries for providing people’s needs for physically, psychologically, and emotionally engaging entertainment facilities. Along with the community’s desire for ent...
Adoption and Adaptation of Generative Artificial Intelligence in Organizations: Actions for Efficient and Responsible Use in Interaction with Collaborators
The aim of this work was to determine the actions needed to adopt and adapt Generative Artificial Intelligence (GenAI) for efficient and responsible use in the organization, without affecting the contribution of the coll...