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Celebrity endorser’s credibility: effect on consumers’ attitude toward advertisement: Factors influencing vloggers credibility among viewers and their relation with attitude toward advertisement
Luleå University of Technology, Department of Business Administration, Technology and Social Sciences.
2017 (English)Independent thesis Advanced level (professional degree), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

Social media has become an attractive platform for companies to advertise their brands on and a common method is to pay internet celebrities to use their fame to promote the companies’ brands. One of these social media platforms is Youtube where “YouTubers” using their fame to promote brands on a daily basis in form of video logs (vlogs). Studies has indicated that the more credibility an endorser has, the more likely the purchase intention is, but also higher retention for the advertised brand. Therefor the purpose of this study is to describe the factors of endorser credibility, benefiting endorsers in how they can increase their credibility. The study also looked at the relation between endorsers’ credibility and attitude towards the advertisement, benefiting companies in choosing the most profitable endorser. A quantitative study was conducted to answer the research purpose, where a questionnaire was sent out to students on LUT (Luleå University of Technology).

The results of this study suggested that endorsers credibility consists of all the five factors that was looked at in this study which was trustworthiness, attractiveness, expertise, homogeneous and tie strength. Findings of this study also suggested a direct and positive relation between some factors of endorser credibility with attitude towards advertisement

Place, publisher, year, edition, pages
2017. , p. 62
Keywords [en]
Celebrity endorsement, endorser credibility, Attitude towards advertisement, consumers, students, vlogger
National Category
Business Administration
Identifiers
URN: urn:nbn:se:ltu:diva-64645OAI: oai:DiVA.org:ltu-64645DiVA, id: diva2:1117789
Educational program
Business and Economics, master's level
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Examiners
Available from: 2017-08-21 Created: 2017-06-29 Last updated: 2017-08-21Bibliographically approved

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Friis-Jespersen, Christopher
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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf