Beschreibung
Usefulness of endorsement of social media in marketing and how celebrity endorsement is managed in the same domain have not been adequately answered in the current literature. More specifically in spite of numerous theoretical and empirical studies that examine celebrity endorsement on traditional media, few studies have attempted to examine the relationship between Source Characteristics and Consumer Purchase Intention in the domain of social media. Furthermore, whether this relationship is differ from Male to Female not empirically investigated. Thus the purpose of this study is to examine the effectiveness of celebrity endorsement towards consumers purchasing intention. This study combines Source credibility and Source Attractiveness theories to oversee Source Characteristics factors on Consumers Purchasing Intention. As a result, Source Attractiveness dimensions namely Source Familiarity, Source Likeability and Source Similarity been introduced to the Source Characteristics, which is the main theoretical contribution.
Autorenporträt
Udanee Samarasinghe is a Marketing Lecturer at SLIIT Business School, Sri lanka. She has obtained her first degree from University of Kelaniya and MBA from PIM, Sri Lanka. Her research interests are Celebrity endorsement, Brand equity, Service Quality. She is a member of British Academy of Management, United Kingdom.
Herstellerkennzeichnung:
BoD - Books on Demand
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