PERCEPTION OF CELEBRITIES IN SOCIAL ADVERTISING BY ADOLESCENTS DEPENDING ON THEIR SEX
Journal Title: Marketing Identity - Year 2016, Vol 4, Issue 1
Abstract
Presented scientific study represents partial results of extended scientific project focused on celebrity preferences of adolescents in social advertising. The application of celebrities in analyzed category of advertisement is quite a frequented practice, whose success is based on an achievement of attention which such people easily obtain due to their popularity and social status. Achieved results show differences in popularity rate of individual celebrities according to category of their profession, as well as they also refer to important differences between male and female recipients. These results suggest that for branding in case of social advertising, the most effective celebrities are entertainers, artists and politicians.
Authors and Affiliations
Milan Džupina, Dana Hodinková, Oľga Chalányová
Keywords
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