The Mediating Effect of Customer Satisfaction in the Predictive Relation between Celebrity Advertising and Purchase Intentions in Telecom Industry in Ghana: University Students’ Perspective
Journal Title: International Journal of Business and Management Invention - Year 2018, Vol 7, Issue 3
Abstract
The study was conducted to assess the mediating impact of customer satisfaction on the predictive relation between celebrity advertising and purchase intention among university students in University of Cape Coast, Ghana. Descriptive survey design was used to survey 392 university students out of a total regular student population of 19389. The sample was selected systematically and issued with questionnaires through self-administration. A 100% return rate was recorded. An internal consistency of 0.806 was recorded for the instrument. Data analysis was done through SPSS (version 22.0) configured with process macro (v2.16.3). Regression analysis was conducted to test hypotheses of the study. Pearson product-moment correlation was conducted to test the relation between the variables. The findings indicated that customer satisfaction partially mediates the predictive relation between celebrity advertising roles and purchase intention among university students. Similarly, it was discovered that customer satisfaction fully mediates the predictive relation between celebrity personality characteristics and purchase intention. There was a statistically significant positive but moderate correlation between customer satisfaction and purchase intention. Businesses must employ celebrity advertising as part of their corporate communication strategy because such ads influences customers to patronize celebrity endorsed brands.
Authors and Affiliations
Henry Ameyaw Domfeh, Lawrence Yaw Kusi, Kwamena Minta Nyarku, Henry Ofori
Keywords
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