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 110
- Downloads 0
Adulticidal Activities and Synergistic Effects of Citrus Aurantiifolia Peels and Hyptis spicigera Leaves Essential Oils against Anopheles gambiae s.l. (Diptera: Culicidae)
Research on new plant-based insecticides meets the need for an alternative to address mosquito resistance to synthetic insecticides. This study assessed the adulticidal activity and synergistic effects of essential oils...
The Influence of Staff Participation, SOP Compliance, System Integration, and Management Commitment on the Data Quality of Telecommunication Tower Assets at XYZ Ltd
This study aims to examine the influence of staff participation, compliance with standard operating procedures (SOPs), system integration, and management commitment on the quality of telecommunication tower asset data at...
Evaluation of Onion peels as Feed Additive on Blood Profile Broiler
The purpose of this study was to assess how adding garlic peel (Allium sativum L.), shallot peel (Allium ascalonicum L.), and onion peel (Allium cepa L.) as additives to the blood profile. The material used was 189 one-d...
The Role of Driving Actors in the Social Capital Utilization in the Community
Population density and lower class marginalization due to the development of elite areas have alienated a community over its identity. The driving actors behind every social change exist, and they utilize a change throug...
A Study of Farmer Profiles under Climate Change Conditions in Sumenep District Indonesia
The purpose of the study was to determine the profile of beef cattle farmers in Sumenep District and to determine the economic activities of beef cattle farming in Sumenep District before and during climate change which...