A Study on Impact of Social Media Engagement on Celebrity Credibility

Abstract

This study aims to investigate credibility of two popular celebrity endorsers of our country -Shah Rukh Khan and Amitabh Bachchan. It includes a detailed and structured questionnaire and primary data that has been collected for regression analysis. Three independent variables have been taken for measuring social media engagement -Consumption, Contribution and Affection which directly impact credibility in terms of Attractiveness, Trustworthiness and Expertise. Likert scale and Ohanian's Semantic Differentiation scale have been implemented for measuring engagement and credibility respectively. The sample size has been taken in the range of ages 18 -22 as the youth is the most active on social media along with a minimum of 200 responses for accurate results. D. Hypothesis H0:The consumption of content on social media does not have an impact on celebrity attractiveness H1: The consumption of content on social media has an impact on celebrity attractiveness H0: The contribution made on social media does not have an impact on celebrity attractiveness H2: The contribution made on social media has an impact on celebrity attractiveness H0: The affection towards celebrities on social media does not have an impact on celebrity attractiveness H3: The affection towards celebrities on social media has an impact on celebrity attractiveness H0: The consumption of content on social media does not have an impact on celebrity trustworthiness H4: The consumption of content on social media has an impact on celebrity trustworthiness H0: The contribution made on social media does not have an impact on celebrity trustworthiness H5: The contribution made on social media has an impact on celebrity trustworthiness H0: The affection towards celebrities on social media does not have an impact on celebrity trustworthiness H6: The affection towards celebrities on social media has an impact on celebrity trustworthiness H0: The consumption of content on social media does not have an impact on celebrity expertise H7: The consumption of content on social media has an impact on celebrity expertise H0: The contribution made social media does not have an impact on celebrity expertise H8: The contribution made on social media has an impact on celebrity expertise H0: The affection towards celebrities on social media does not have an impact on celebrity expertise H9: The affection towards celebrities on social media has an impact on celebrity expertise E. Research MethodologyThe purpose of methodology is to describe the process involved in research work. This includes the overall research design, data collection method, the field survey and the analysis of data. An examination procedure comprises of stages or steps that guide the venture from its origination through the last investigation, suggestions and extreme activities. The examination procedure gives an orderly, arranged way to deal with the exploration extend and guarantees that all parts of the examination venture are reliable with each other and here we take in consideration the overall method...