The attitude of university students towards celebrity endorsements through social media

Abstract

Purpose of the study: The study aims to identify the factors that influence students’ attitudes when celebrity endorsements are used through social media. It seeks to determine how effective endorsements are from the consumers’ point of view. Methodology: A study model was developed to show the effect of different factors on students’ attitudes. A quantitative approach was used for data collection to support the model. This study employed a survey method using a questionnaire to gather information from participants. Main findings: The findings show celebrity characteristics and social media advertisements affect students’ attitudes. The results were positive for students’ attitude towards celebrity endorsements through social media. Applications of the study: The study provides insights into how businesses should plan marketing campaigns and influence students’ attitudes towards celebrity endorsements through social media. Companies are encouraged to use social networks to track and respond to the opinions of their customers in a timely manner. Novelty/Originality of this study: There is a shortage of literature that is associated with celebrity endorsements through social media. This study aims to fill in the gap in knowledge and practice by identifying business opportunities and optimizing available marketing tools that can be used in order to gain a better image.