Log in

Relevant bibliographies by topics / Endorsement / Journal articles

To see the other types of publications on this topic, follow the link: Endorsement.

Journal articles on the topic 'Endorsement'

Author: Grafiati

Published: 4 June 2021

Last updated: 25 July 2025

Create a spot-on reference in APA, MLA, Chicago, Harvard, and other styles

Select a source type:

Consult the top 50 journal articles for your research on the topic 'Endorsement.'

Next to every source in the list of references, there is an 'Add to bibliography' button. Press on it, and we will generate automatically the bibliographic reference to the chosen work in the citation style you need: APA, MLA, Harvard, Chicago, Vancouver, etc.

You can also download the full text of the academic publication as pdf and read online its abstract whenever available in the metadata.

Browse journal articles on a wide variety of disciplines and organise your bibliography correctly.

1

Agrawal, Jagdish, and Wagner A. Kamakura. "The Economic Worth of Celebrity Endorsers: An Event Study Analysis." Journal of Marketing 59, no. 3 (1995): 56–62. http://dx.doi.org/10.1177/002224299505900305.

Full text

Abstract:

Celebrity endorsement has become a prevalent form of advertising in the United States. Despite extensive literature on the effects of celebrity endorsements on consumers’ brand attitudes and purchase intentions, little is known about the economic value of these endorsements. Research on this topic has typically focused on theories explaining how celebrity endorsements influence consumers’ attitudes and intentions. The authors assess the impact of celebrity endorsement contracts on the expected profitability of a firm by using event study methodology. Their approach assumes that the announcemen

APA, Harvard, Vancouver, ISO, and other styles

2

Cocker, Hayley, Rebecca Mardon, and Kate L. Daunt. "Social media influencers and transgressive celebrity endorsement in consumption community contexts." European Journal of Marketing 55, no. 7 (2021): 1841–72. http://dx.doi.org/10.1108/ejm-07-2019-0567.

Full text

Abstract:

Purpose This paper aims to elucidate instances whereby celebrity endorsements by social media influencers (SMIs) embedded within online consumption communities are perceived as transgressive by their fellow community members. In doing so, this study provides insights into the new challenges and considerations that such community contexts present for celebrity endorsement. Design/methodology/approach The research team conducted a longitudinal, netnographic study of the YouTube beauty community, involving an initial phase of netnographic immersion followed by an investigative netnography that ex

APA, Harvard, Vancouver, ISO, and other styles

3

Arismunandhar Sunarwia, Atdriansyah, Abdul Rahman Kadir, Djumidah Maming, Nuraeni Kadir, Dian A.S. Parawansa, and Fahrina Mustafa. "The Effect of Celebrity Endorsement on Repurchase Intention With Brand Attitude, Brand Credibility, and Brand Image as Intervening Variables on Product Somethinc." Economics and Business Journal (ECBIS) 1, no. 5 (2023): 773–84. https://doi.org/10.47353/ecbis.v1i5.90.

Full text

Abstract:

By taking into account the function of brand attitude, brand credibility, and brand image as intervening variables, this study seeks to assess the impact of celebrity endorsement on repurchase intention of SOMETHINC products. A common marketing tactic for influencing consumer views and behavior toward specific products is celebrity endorsement. This study employs a survey methodology, collecting information from participants using questionnaires that are given to those who are familiar with SOMETHINC goods and have interacted with relevant celebrity endorsements. Utilizing statistical analysis

APA, Harvard, Vancouver, ISO, and other styles

4

Md, Mozammel Hossain. "EFFECT OF CELEBRITY-ENDORSED CAMPAIGNS ON CONSUMER ENGAGEMENT AND SALES." International Journal of Marketing & Financial Management 13, no. 1 (2025): 15–26. https://doi.org/10.5281/zenodo.15034540.

Full text

Abstract:

Abstract <em>Celebrity endorsements have become a prominent marketing strategy in Bangladesh, influencing consumer engagement and sales across various industries. This study aimed to assess the impact of celebrity-endorsed campaigns on consumer behavior, focusing on engagement, trust, and purchasing decisions. A quantitative research approach was adopted, with data collected from 400 respondents through structured surveys. Findings revealed that 72% of consumers actively engage with celebrity-endorsed advertisements, particularly on social media platforms like Facebook and YouTube. Additionall

APA, Harvard, Vancouver, ISO, and other styles

5

Erlita Khrisinta Dewi and Citra Ayu Nur Kholifah. "FENOMENA ENDORSEMENT SEBAGAI TREN MEDIA PEMASARAN DIGITAL DI INDONESIA." Nusantara Hasana Journal 1, no. 10 (2022): 152–62. http://dx.doi.org/10.59003/nhj.v1i10.834.

Full text

Abstract:

This study discusses the endorsement phenomenon as a digital marketing media trend. The theory used to discuss research problems is the Transcendental Phenomenological Theory of Edmund Husserl and marketing communication theory as the basis of the research. This research is a qualitative research with a descriptive design. The data used in this study are secondary data obtained from literature in the form of books, scientific papers, journals, articles, and other information related to the research title. The results of the study show that endorsements have been widely used by business people

APA, Harvard, Vancouver, ISO, and other styles

6

Zahrah, Ina Nafilla. "Vlogger and Brand Credibility Perception: A Systematic Literature Review of Endorsement Effectiveness in Youtube Vlogs." Jurnal Indonesia Sosial Teknologi 5, no. 2 (2024): 445–59. http://dx.doi.org/10.59141/jist.v5i2.905.

Full text

Abstract:

The presence of online celebrities, such as YouTube vloggers, has made online marketing efforts through endorsements even easier. This study analyses the effectiveness of endorsements on YouTube vlogs (video blogs) by assessing the perceived credibility of vloggers and brands. The research was carried out through the systematic literature review method by following various stages in the Preferred Reporting Items for Systematic Review and Meta-Analyses (PRISMA) model. Of the 16 available articles, 4 journal articles were produced, which discussed in detail the effectiveness of endorsements on Y

APA, Harvard, Vancouver, ISO, and other styles

7

Rochman, Taufik Nur, Samian Samian, and Corina D. Riantoputra. "LEADER ENDORSEMENT: THE ROLE OF LEADER PROTOTYPICALITY, LEADER EFFECTIVENESS AND EMPLOYEE’S ORGANIZATIONAL IDENTIFICATION." Jurnal Psikologi 19, no. 2 (2020): 108–21. http://dx.doi.org/10.14710/jp.19.2.108-121.

Full text

Abstract:

Leadership occurs when the individuals claimed capable of leading, received endorsements from their subordinates. Without endorsements (i.e., subordinates’ willingness to support and be directed by the leader), no leader will be able to direct and influence their subordinates. Using the Social Identity Theory of leadership, this research aimed to investigate the factors influencing leader endorsement. Through an online survey with good internal consistency (i.e., coefficient reliability ranging from .7 to .9), this study was able to collect data from 186 private employees across Indonesia. The

APA, Harvard, Vancouver, ISO, and other styles

8

Silalahi, Restina, and Marlina Setia Sinaga. "Analisis Pengaruh Endorsement dan Paid Promote terhadap Penjualan Online Shop dengan Teori Permainan." Journal of Mathematics Computations and Statistics 6, no. 1 (2023): 53. http://dx.doi.org/10.35580/jmathcos.v6i1.33154.

Full text

Abstract:

Abstrak. Peningkatan jumlah pengguna internet memberikan inovasi terbaru dalam berbelanja yaitu online shop. Penjual dapat merepresentasikan insight penjualan dengan menggunakan strategi paid promote dan endorsement. Penelitian ini mengkaji pengaruh paid promote dan endorsement terhadap penjualan menggunakan teori permainan. Teori permainan adalah sebuah pendekatan matematis untuk merumuskan konflik dan persaingan yang melibatkan berbagai kepentingan serta memiliki keinginan untuk menang. Selanjutnya, digunakan analisis varians untuk menguji signifikansi pengaruh beberapa variabel independen t

APA, Harvard, Vancouver, ISO, and other styles

9

Mubarokah, Lailatul, Komarun Zaman, and Nur Aini Anisa. "Implementasi Layanan Endorsement pada Laksmi Muslimah Bridal Gown." Jurnal Ilmiah Fokus Ekonomi, Manajemen, Bisnis & Akuntansi (EMBA) 2, no. 02 (2023): 220–25. http://dx.doi.org/10.34152/emba.v2i02.828.

Full text

Abstract:

This study aims to determine the implementation of endorsement services on Laksmi Muslimah Bridal Gown. The data studied is the marketing process carried out by Laksmi before the endorsement (2007-2017) and after the endorsement (2018-2023). As well as observing the endorsement process carried out by Laksmi and the implementation carried out by Laksmi's endorsers on social media. The results of this study show some similarities between theory and practice that have been applied by Laksmi. Both in terms of endorser selection, as well as consistency in making endorsements, not only for new endor

APA, Harvard, Vancouver, ISO, and other styles

10

Veda, Varsha Reddy Bogollu, and Sathish Arumbi Sathish. "Celebrity endorsement theories: Review perspective." Multidisciplinary Reviews 7, no. 3 (2023): 2024043. http://dx.doi.org/10.31893/multirev.2024043.

Full text

Abstract:

The goal of this study is to examine existing theories in the field of celebrity endorsement and show how these theories can be used as a foundation for future research in this area. This article's theoretical framework takes a broad approach, aiming to bridge the gap between the efficacy of celebrity-endorsed advertisements and endorsement theory. A holistic theoretical framework is necessary to encompass the diverse landscape of celebrity endorsements seen in actual advertising campaigns. In terms of methodology, this article employs a qualitative approach to data collection and analysis, wh

APA, Harvard, Vancouver, ISO, and other styles

11

Aljasir, Shuaa. "Are Classic Theories of Celebrity Endorsements Applicable to New Media Used by Arabs? A Qualitative Investigation of Saudi Social Media Users." Journal of Creative Communications 14, no. 1 (2019): 15–30. http://dx.doi.org/10.1177/0973258618822608.

Full text

Abstract:

This study aims to investigate the extent to which classic celebrity endorsement theories are applicable when such endorsements are performed on interactive social media platforms. It utilizes phenomenological semi-structured interviews with 73 participants. The data analysis shows several perceived characteristics of convincing celebrity endorsements on social media from the Saudi users’ viewpoints. Trustworthiness is perceived when an endorsement discloses that it is a paid advertisement or uses indirect ways to endorse the product. When it comes to high-tech products, it is not necessary fo

APA, Harvard, Vancouver, ISO, and other styles

12

Mehmood, Asim, Sajjad hussain, and Azhar Naeem. "Impact of Celebrity Endorsements on Brands." International Journal of Circular Economy and Waste Management 2, no. 2 (2022): 1–10. http://dx.doi.org/10.4018/ijcewm.306212.

Full text

Abstract:

Celebrity endorsement is a very popular marketing type that has dominated the industry. This research paper analyses the impact of celebrity endorsement on brands. This form of marketing became common since television was born. It involves the feature of celebrities in the commercials to help people develop a connection with the brand. Three important attributes discussed in this paper are; brand perception, brand loyalty, and the buying behaviour of the consumer. This study also sheds light on a growing trend of endorsements by celebrities in Pakistan with the youth being the main focus of ma

APA, Harvard, Vancouver, ISO, and other styles

13

Arief, Annisa Gusridina, Ike Junita Triwardani, and Oji Kurniadi. "Motif dan Makna Endorsement Bagi Pelaku Bisnis Produk Fashion Wanita." Ganaya : Jurnal Ilmu Sosial dan Humaniora 7, no. 3 (2024): 345–57. http://dx.doi.org/10.37329/ganaya.v7i3.3129.

Full text

Abstract:

Digital-based marketing, especially through endorsement activities with influencers, has become a significant phenomenon in women's fashion online businesses. Businesses are competing to find innovations in promotion to increase their business. Endorsement, as a form of collaboration between businesses and influencers, plays an important role in achieving this goal. This research aims to explore and analyze the meaning and motives behind their decision to use endorsements. This research uses a a phenomenological approach to obtain a clear picture and information about the meaning and motives o

APA, Harvard, Vancouver, ISO, and other styles

14

Hidayanti, Nur Fitri, Rahmat Rahmat, and Aprilian Nabila. "Fenomena Endorsement terhadap Etika Bisnis Islam." Journal of Sharia Economy and Islamic Tourism 5, no. 1 (2024): 43. http://dx.doi.org/10.31764/jseit.v5i1.27957.

Full text

Abstract:

Abstract: This research aims to analyze the phenomenon of endorsement in the context of Islamic business ethics using a descriptive qualitative method. Through interviews and observations with consumers, the findings reveal that respondents agree that endorsements are effective in increasing sales. However, respondents feel that this practice is not fully aligned with Sharia principles. Some influencers tend to downplay the shortcomings of products, which can pose a risk of deception and contradict the value of honesty in Islam. This study recommends that business practitioners and influencers

APA, Harvard, Vancouver, ISO, and other styles

15

Jaikumar, Saravana, and Arvind Sahay. "Celebrity endorsements and branding strategies: event study from India." Journal of Product & Brand Management 24, no. 6 (2015): 633–45. http://dx.doi.org/10.1108/jpbm-06-2014-0640.

Full text

Abstract:

Purpose – The purpose of this study is to evaluate the economic value of celebrity endorsements to Indian firms based on their branding strategy – corporate or house-of-brands – and their “congruence” or “fit” with the celebrity. The overall economic value of endorsements to firms in India, a moderately collectivist culture, is also assessed. Design/methodology/approach – Standard “event study” methodology is used to evaluate the economic value of endorsements under different branding strategies (47 endorsement announcements – 25 corporate brands and 22 house-of-brands). The impact of the leve

APA, Harvard, Vancouver, ISO, and other styles

16

Ayuningtyas, Felicia Neva. "Strategi Promosi Endorsement oleh Digital Influencer dalam Etika Bisnis Islam." Jurnal Ekonomika dan Bisnis Islam 4, no. 3 (2022): 160–73. http://dx.doi.org/10.26740/jekobi.v4n3.p160-173.

Full text

Abstract:

AbstractPromotions by means of endorsements are widely used in this digital era to inform consumers of products. Endorsement activities with services from digital influencers were chosen because they have a big impact on influencing their followers. In its application, endorsement activities are still found that are not in accordance with the principles of promotion according to Islamic business ethics. This research aimed to find out how digital influencers do endorsement according to Islamic business ethics. This research uses a qualitative method with a descriptive approach. Techniques used

APA, Harvard, Vancouver, ISO, and other styles

17

Mathew, Nicole Asmussen. "Dumping Trump and Electoral Bumps: The Causes and Consequences of Republican Officeholders’ Endorsement Decisions." Forum 17, no. 2 (2019): 231–55. http://dx.doi.org/10.1515/for-2019-0015.

Full text

Abstract:

Abstract Endorsement of the party’s nominee by the vast majority of that party’s top elected officials is a foregone conclusion in most presidential campaigns. But in 2016, Republican lawmakers were slow to endorse Donald Trump, lackluster in their enthusiasm, and a substantial number never endorsed or withdrew their endorsements by the campaign’s end. What explains lawmakers’ decisions to endorse, and the timing and strength of their endorsements? I find that primary endorsements were most likely to come from anti-immigration moderates, but as the campaign wore on, conservatives and members f

APA, Harvard, Vancouver, ISO, and other styles

18

Pink, Sophia L., James Chu, James N. Druckman, David G. Rand, and Robb Willer. "Elite party cues increase vaccination intentions among Republicans." Proceedings of the National Academy of Sciences 118, no. 32 (2021): e2106559118. http://dx.doi.org/10.1073/pnas.2106559118.

Full text

Abstract:

Overcoming the COVID-19 pandemic requires motivating the vast majority of Americans to get vaccinated. However, vaccination rates have become politically polarized, and a substantial proportion of Republicans have remained vaccine hesitant for months. Here, we explore how endorsements by party elites affect Republicans’ COVID-19 vaccination intentions and attitudes. In a preregistered survey experiment (n = 1,480), we varied whether self-identified Republicans saw endorsements of the vaccine from prominent Republicans (including video of a speech by former President Donald Trump), from the Dem

APA, Harvard, Vancouver, ISO, and other styles

19

Gauns, Karuna Krishna, Subhash Kizhakanveatil Bhaskaran Pillai, Kaustubh Kamat, Ruey Feng Chen, and Ling-Chen Chang. "Impact of Celebrity Endorsement on Consumer Buying Behaviour in the State of Goa." IIM Kozhikode Society & Management Review 7, no. 1 (2017): 45–58. http://dx.doi.org/10.1177/2277975217733897.

Full text

Abstract:

Celebrities have been involved in endorsing various activities since the eighteenth century. This article focuses on five aspects: to examine the present status of literature available on the effect of celebrity endorsement on consumer buying behaviour; to identify whether there is any association between the three groups of consumers (supporters/neutral/opposers of celebrity endorsement); applying multi-logit analysis to identify the probability of a consumer in becoming a supporter/neutral/opposer of the celebrity endorsement based on demographic profiles of consumers; to examine the celebri

APA, Harvard, Vancouver, ISO, and other styles

20

Earley, Penelope, and S. David Brazer. "Exploring State Policy Regarding Teachers Removing License Endorsements: Short Term and Long Term Policy Implications. Vol. 13 No. 47." education policy analysis archives 13 (November 30, 2005): 47. http://dx.doi.org/10.14507/epaa.v13n47.2005.

Full text

Abstract:

This study explores and begins baseline documentation of state policies governing teachers' voluntary removal of endorsement areas from their licenses. Through a survey of state licensure officers we find that most states allow teachers to remove endorsements, though the specifics of how this can be done vary from state to state. The No Child Left Behind Act and the Individuals With Disabilities Education Act may help motivate teachers to remove endorsements. By defining teacher qualifications and setting expectations that all students will achieve adequate yearly progress on state examination

APA, Harvard, Vancouver, ISO, and other styles

21

Moh Anis. "Akibat Hukum Endorsement yang Dilakukan oleh Anak di Bawah Umur Perspektif Hukum Islam." Al-Huquq: Journal of Indonesian Islamic Economic Law 5, no. 2 (2023): 169–90. http://dx.doi.org/10.19105/alhuquq.v5i2.10144.

Full text

Abstract:

Perkembangan teknologi informasi saat ini telah mengubah strategi pemasaran dari metode tradisonal menjadi pemasaran online (endorsement). Endorsement yang berkembang belakangan ini telah banyak yang melibatkan anak di bawah umur yang dijadikan alat untuk mempromosikan produk tertentu. Tulisan ini bertjunan untuk mengetahui aspek hukum endorsement yang melibatkan anak dibawah umur sebagai modelnya yang dilibatkan oleh selebriti atau public figure. Penelitian ini merupakan penelitian hukum normatif dengan pendekatan konseptual dan pendekatan perundang-undangan. Jenis data yang digunakan adalah

APA, Harvard, Vancouver, ISO, and other styles

22

Effrianti, Yeka, and Eka Sri Wahyuni. "Promosi Melalui Endorse Pada Produk Kosmetik Wardah Ditinjau Dari Perspektif Bisnis Syariah (Studi Kasus Pada Mahasiswa Fakultas Ekonomi dan Bisnis Islam UIN Fatmawati Sukarno Bengkulu)." Al-Intaj : Jurnal Ekonomi dan Perbankan Syariah 10, no. 1 (2024): 96. http://dx.doi.org/10.29300/aij.v10i1.2400.

Full text

Abstract:

This study aims to determine promotion through endorsement in increasing consumer buying interest in wardah cosmetic products and the application of sharia business principles in the promotion of endorsement on wardah cosmetic products. This study used descriptive qualitative research method. Data collection techniques of interviews, observation and documentation. Data analysis techniques use descriptive analysis with stages of data reduction, data presentation, and conclusion. The result of this study is that promotion through endorsements on wardah cosmetic products is very influential in in

APA, Harvard, Vancouver, ISO, and other styles

23

Lee, Jung-Gyo, and Jaejin Park. "The effects of endorsement strength and celebrity-product match on the evaluation of a sports-related product: the role of product involvement." International Journal of Sports Marketing and Sponsorship 16, no. 1 (2014): 50–69. http://dx.doi.org/10.1108/ijsms-16-01-2014-b005.

Full text

Abstract:

The primary question motivating this study is how message characteristics influence the persuasiveness of celebrity athlete endorsements as used in print advertising for a sports drink. In particular, this study examines the extent to which celebrity endorsement of a product influences the effectiveness of advertising under varying degrees of perceived fit between the celebrity and the product image. The findings indicate that the process of integrating endorsement strength with given endorsers and products can substantially enhance the effectiveness of celebrity advertising. It is found that

APA, Harvard, Vancouver, ISO, and other styles

24

Hasanuddin, Ananda, Egi Astuti Delia, Rizal Bahari, and Dewa Ruci. "Strategi Pemasaran Digital Menggunakan Sistem Internet Endorsement Sebagai Upaya Dalam Meningkatkan Penjualan." AKTIVA: Journal Of Accountancy and Management 2, no. 1 (2024): 80–91. http://dx.doi.org/10.24260/aktiva.v2i1.2672.

Full text

Abstract:

Purpose: This research aims to understand how e-endorsements, which involve popular individuals or entities in product promotions, can increase consumer purchasing interest, build positive perceptions of products, and encourage purchase intentions.Methodology: The research method used in this research is a qualitative approach that focuses on literature reviews. Researchers collect and analyze existing data from various sources to understand the effectiveness of e-endorsements as a digital marketing strategy. Research Findings: E-endorsement is an effective digital marketing strategy in digita

APA, Harvard, Vancouver, ISO, and other styles

25

Kurniawati, Maria Eka. "Consumers’ Perception on Multiple Product Endorsements by Celebrity in Instagram Study Case." Communicare : Journal of Communication Studies 5, no. 2 (2019): 47. http://dx.doi.org/10.37535/101005220184.

Full text

Abstract:

Internet had made important changes in economic and social life. It provides interaction and a lot of information that create connection for marketers to reach out and touch their customers especially through Social Media. For present, Instagram is the most popular social media sites in Indonesia. Instagram provide an opportunity for one of the marketing strategies by using celebrity endorser to share their visual contents. Unique post and related content can engage consumers in a personal way and affect people on an emotional level. Celebrity Endorsement according to McCracken (1989) is a tra

APA, Harvard, Vancouver, ISO, and other styles

26

Olaseinde, Omowumi Bukola, and Olabanji Imisioluwa Aluko. "Influence of Celebrity Endorsement on Consumer Brand Preference of Infinix Mobile Phones among Undergraduates of Select Tertiary Institutions in Osun State, Nigeria." Adeleke University Journal of Business and Social Sciences (AUJBSS) 3, no. 1 (2023): 193–203. https://doi.org/10.5281/zenodo.7892441.

Full text

Abstract:

Despite the huge financial commitment by advertisers to celebrity endorsement, it has been observed that it is difficult to get 100% returns on investment on products and services celebrity endorsements are used for. Hence the study investigated the influence of celebrity endorsement on consumer’s brand preference for Infinix Mobile phones with the following objectives; to Investigate whether celebrity endorsement influences consumers’ brand preference for Infinix Mobile Phones and; to find out whether Information about celebrity endorsers affects the purchasing decision of Infinix

APA, Harvard, Vancouver, ISO, and other styles

27

Ali, Karnila. "PENGARUH TAYANGAN TELEVISI, CELEBRITY ENDORSEMENT, TERHADAP CITRA MEREK (BRAND IMAGE) KOSMETIK MAYBELLINE." GEMA : Jurnal Gentiaras Manajemen dan Akuntansi 13, no. 1 (2021): 1–11. http://dx.doi.org/10.47768/gema.v13i1.224.

Full text

Abstract:

Cosmetics can already be regarded as a necessity which will further determine its consumption choices with a variety of cosmetic brands both domestically and abroad. Consumers make considerations based on the brand's image, product prices, product quality, and others.The purpose of this study to determine television advertising impressions affect the Maybellien cosmetics brand image, to find out celebrity endorsement affect maybellien cosmetics brand image and to find out between television advertisement shows and celebrity endorsements simultaneously affect the brand image Maybelline cosmetic

APA, Harvard, Vancouver, ISO, and other styles

28

Azizah, Yuliana Jamilatul, and Khusnul Fikriyah. "PENGARUH CELEBRITY ENDORSEMENT TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN MUSLIM PADA PRODUK SCARLETT WHITENING DI SURABAYA." Komitmen: Jurnal Ilmiah Manajemen 4, no. 1 (2023): 37–47. http://dx.doi.org/10.15575/jim.v4i1.23552.

Full text

Abstract:

There are many beauty products in the market competition. But there are several factors that influence consumers when making purchasing decisions. In this study using the celebrity endorsement factor and the formulation of the problem is whether the celebrity endorsement influences the purchasing decisions of Muslim consumers on scarlett whitening products in Surabaya. The purpose of this research is to find out whether celebrity endorsements influence the decision of Muslim consumers to buy Scarlett Whitening products in Surabaya. The type of research used is associative quantitative. Questio

APA, Harvard, Vancouver, ISO, and other styles

29

Musthofa, Calvin Nuril. "THE IMPACT OF CELEBRITY ENDORSEMENT ON PURCHASE DECISION OF MS GLOW PRODUCTS, THROUGH BRAND TRUST ON GEN Z FACTORY WORKERS IN JEPARA DISTRICT." IJEBD (International Journal of Entrepreneurship and Business Development) 8, no. 2 (2025): 256–65. https://doi.org/10.29138/ijebd.v8i2.3191.

Full text

Abstract:

ABSTRACT Purpose: This study examines the impact of celebrity endorsements on purchase decisions, with brand trust as a mediating variable, in the context of the Indonesian cosmetics industry, specifically MS Glow. Design/methodology/approach: A quantitative research approach was applied, utilizing a sample of 400 Gen Z garment workers in Jepara district. Data were analyzed using Structural Equation Modeling (SEM) with Smart-PLS version 4.0, including outer model testing, inner model testing, mediation testing, and hypothesis testing. Findings: The results indicate that Celebrity Endorsement (

APA, Harvard, Vancouver, ISO, and other styles

30

Iskamto, Dedi, and Khaerunnisa Fauziah Rahmalia. "Customer Review, Influencer Endorsement, and Purchase Intention: The Moderating Role of Brand Image." Shirkah: Journal of Economics and Business 8, no. 3 (2023): 234–51. http://dx.doi.org/10.22515/shirkah.v8i3.601.

Full text

Abstract:

Investigating the increasing prominence of influencer endorsements and customer reviews represents a crucial and compelling area of research. Influencer endorsement and customer reviews can influence a customer's purchasing interest in a product. This study aims to examine the influence of consumer reviews and influencer endorsement on the purchase intention of Avoskin products, taking into account the role of brand image as a moderator. The study involved 385 skincare enthusiast respondents in Indonesia and used a questionnaire as the data collection instrument. Employing multiple linear regr

APA, Harvard, Vancouver, ISO, and other styles

31

Dooshima, Ingbian Stephanie. "Influence of Celebrity Endorsement on Brand Perception of Tecno Mobile." International Journal of Education, Culture, and Society 3, no. 2 (2025): 420–36. https://doi.org/10.58578/ijecs.v3i2.5300.

Full text

Abstract:

As celebrity endorsement is now a common factor among advertisers and brands, this study focuses on the influence of celebrity endorsement on brand perception of Tecno Mobile. The study anchored on the principles of the Source Credibility Theory, Social Influence Theory and the Elaboration. Likelihood model. Using the survey design, questionnaire was employed to collect data from 400 Tecno mobile’s previous and current users residing in Abuja, Nigeria. Findings revealed that participants are exposed to celebrity endorsement very often in their daily life, its influence on their purchase decisi

APA, Harvard, Vancouver, ISO, and other styles

32

Nayyar, Asma, and Ümit Deniz İlhan. "THE IMPACT OF CELEBRITY ENDORSEMENTS IN DIGITAL ADVERTISING ON CONSUMER PURCHASE BEHAVIOUR: EVIDENCE FROM INSTAGRAM USERS IN PAKISTAN." Beykoz Akademi Dergisi 13, no. 1 (2025): 354–76. https://doi.org/10.14514/beykozad.1567781.

Full text

Abstract:

This study explores the impact of celebrity endorsement in digital advertising on consumer purchase behavior, with a specific focus on Instagram users in Pakistan. As social media platforms like Instagram become increasingly central to marketing strategies, understanding how celebrity endorsements influence consumer decisions is critical for businesses aiming to enhance their digital presence. Thus this study aims to investigate the relationship between celebrity endorsement across three dimensions -attractiveness, reliability, and expertise of the celebrity- and consumer purchasing behaviour

APA, Harvard, Vancouver, ISO, and other styles

33

Fan, Fei. "Exploratory study about audience response to product endorsements by online DIY celebrities and traditional celebrities." Young Consumers 22, no. 2 (2021): 169–84. http://dx.doi.org/10.1108/yc-10-2020-1224.

Full text

Abstract:

Purpose Celebrity endorsement is common in the marketing communications context, especially in the Asian market. Thanks to the popularity of online DIY celebrities, many marketing communications practitioners have started to involve such celebrities in brand and product endorsement strategies. However, few existing studies have compared the endorsement persuasiveness of online DIY celebrity endorsers with traditional celebrity endorsers, particularly in the Asian market. Therefore, the purpose of this paper is to fill the literature gap by examining how consumers perceive and evaluate online D

APA, Harvard, Vancouver, ISO, and other styles

34

Felix, Nkiendem, Sundjo Fabien, and Godlove Nkemkiafu Ayankeng. "The Indispensability of Celebrity on Consumer's Purchasing Behaviour in the Brewery Industry in Cameroon." Economics and Business Quarterly Reviews 6, no. 2 (2023): 68–75. https://doi.org/10.31014/aior.1992.06.02.509.

Full text

Abstract:

The modern marketing environment has introduced a new paradigm for advertising referred to as celebrity endorsements. These forms of advertising influence consumers' pre-purchase attitudes and draw attention to a product. This study consequently sought to assess the effect of celebrity endorsement on customers’ buying behaviour in the soft drink industry. Specifically the study purport to investigate the effect of (a) celebrity match (b) celebrity attractiveness (c) celebrity credibility and (d) celebrity previous endorsement on consumer buying behaviour. To accomplish these objectiv

APA, Harvard, Vancouver, ISO, and other styles

35

Azizah, Aufa Niswatul, Pinto Rukmi Handayani, and Syahruddin S. "PENGARUH CELEBRITY ENDORSEMENT TERHADAP PURCHASE INTENTION MELALUI BRAND IMAGE SEBAGAI VARIABEL INTERVENING PADA PRODUK POND’S (Studi Kasus Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Kutai Kartanegara)." Jurnal Ekonomi & Manajemen Indonesia 24, no. 1 (2024): 202–16. http://dx.doi.org/10.53640/jemi.v24i1.1586.

Full text

Abstract:

This research aims to determine the influence of celebrity endorsements on purchase intention through brand image as an intervening variable (case study of students from the Faculty of Economics and Business who use Pond's products). The population in this study were students from the Faculty of Economics and Business, Kutai Kartanegara University who used pond's products. The research sample was 83 students who used Pond's products. Sampling used Non Probability Sampling techniques with Purposive Sampling type and data analysis tools using Structural Equation Modeling (SEM) using Smart PLS ve

APA, Harvard, Vancouver, ISO, and other styles

36

Wise, Graeme. "Endorsement." Innovation: Management, Policy & Practice 8, s (2006): viii. http://dx.doi.org/10.5172/impp.2006.8.s.viii.

Full text

APA, Harvard, Vancouver, ISO, and other styles

37

Wahyoedi, Soegeng, Siska Siska, and Hery Winoto Tj. "Pengaruh Celebrity Endorsement Terhadap Keputusan Pembelian yang Dimediasi oleh Brand Image dan Perceived Brand Quality Produk Kosmetik MS Glow." Jurnal Multidisiplin Madani 2, no. 3 (2022): 1439–60. http://dx.doi.org/10.54259/mudima.v2i3.587.

Full text

Abstract:

This study discusses the effect of celebrity endorsement on purchasing decisions mediated by brand image and perceived brand quality of Ms Glow cosmetic products in North Jakarta. This research was conducted using probability sampling method with the type of simple random sampling. Researchers distributed questionnaires to 100 consumer respondents of Ms Glow in North Jakarta. Data analysis using Smart PLS analysis. Celebrity endorsements by the company are able to influence the brand image of Ms Glow cosmetic products in North Jakarta. The power of celebrity endorsement can increase consumer f

APA, Harvard, Vancouver, ISO, and other styles

38

Blair, G. "Statement on the Book 'Reconstructing Celebrity Endorsement'." Rabi Sangyan (रवि संज्ञान) 1, no. 1 (2024): 119–22. https://doi.org/10.5281/zenodo.14228601.

Full text

Abstract:

Dr. Anjay Kumar Mishra's ‘Reconstructing Celebrity Endorsement: Unveiling New Operations in Marketing and Consumer Behavior’ serves as a comprehensive reference book that delves into the intricate dynamics of celebrity endorsements and their significant impact on consumer behavior. In an era where marketing strategies are rapidly evolving, understanding the profound effects of celebrity endorsements has become essential for both academics and practitioners.This book is the culmination of extensive research aimed at bridging the gap between theoretical knowledge and practical applic

APA, Harvard, Vancouver, ISO, and other styles

39

Adi, Reza Prasetyo, Maulina Larasati Putri, and K. Y. S. Putri. "Effects of Scarlett Whitening Product Endorsement Content on Tiktok Social Media on Consumer Behavior in Skincare Products." Journal of Media,Culture and Communication, no. 45 (September 25, 2024): 40–47. http://dx.doi.org/10.55529/jmcc.45.40.47.

Full text

Abstract:

Endorsement content is when a person or group of people supports or promotes certain content, be it in the form of writing, images, videos, or other media. The content can be products, services, brands or even ideas or opinions. Content endorsement can be done by individuals who have influence or popularity on social media, such as celebrities, influencers or public figures. They might write positive reviews, upload photos or videos featuring the content, or provide recommendations to their followers. Organizations or brands can also endorse content by working with influencers or public figure

APA, Harvard, Vancouver, ISO, and other styles

40

Virga, Rika Lusri, Likha Sari Anggreni, Yudie Aprianto, and Naili Rosa. "Brand Credibility and Response Consumer on Youtuber Endorsement." WACANA: Jurnal Ilmiah Ilmu Komunikasi 23, no. 2 (2024): 402–14. https://doi.org/10.32509/wacana.v23i2.4546.

Full text

Abstract:

A company is developing a strategy for product introduction to a crowded audience. An effective promotional method involves endorsements by prominent figures such as celebrities and community leaders. The company utilizes its service, branded as Shipper, to deliver products. Pair Gram and a currently trending YouTuber serve as endorsers for the product. The endorsers in question are Fiki Naki and Dayana. However, disputes arose between the endorsers, leading to misunderstandings in the digital realm. This conflict resulted in many followers expressing dissatisfaction and unfollowing Dayana's a

APA, Harvard, Vancouver, ISO, and other styles

41

Muhammad Irkham Firdaus. "Tinjauan Hukum Islam Terhadap Jasa Endorser di Media Sosial." At-Tasyri': Jurnal Hukum dan Ekonomi Syariah 3, no. 2 (2023): 35–46. http://dx.doi.org/10.55380/tasyri.v3i2.403.

Full text

Abstract:

In the marketing strategy, Endorsement is one of the strategies of business actors to introduce goods or service products to consumers through the intermediary of actresses, youtubers, or selebrgram, especially on Instagram or youtube social media. And celebrities have accounts on social media, especially Instagram and their youtobe accounts have many followers, and make an impact on many parties seeing the uploads of these actresses, youtobers and selebgrams. In this transaction using a service rental system that is paid and has a grace period. The freedom of business actors in using endorsem

APA, Harvard, Vancouver, ISO, and other styles

42

Hao Chen, Yen. "Influencer Political Endorsements: Good Business? A Case Study Of The 2024 Presidential Election." International Journal of Business & Management Studies 06, no. 06 (2025): 159–76. https://doi.org/10.56734/ijbms.v6n6a13.

Full text

Abstract:

This preliminary study investigates the political endorsement of "internet influencers" in Taiwan during the 2024 Republic of China (ROC) Presidential Election. It aims to explore the tangible effects these endorsements might have on candidates' online public perception (or sentiment), and to uncover the primary considerations for influencers when undertaking such "political endorsement" projects: Is political conviction paramount, or does commercial interest prevail? Employing a mixed-methods approach, this research utilizes both "big data social listening" and "in-depth interviews." This dua

APA, Harvard, Vancouver, ISO, and other styles

43

Zhou, Mi, Srijith Rajamohan, Valisa Hedrick, et al. "Mapping the Celebrity Endorsement of Branded Food and Beverage Products and Marketing Campaigns in the United States, 1990–2017." International Journal of Environmental Research and Public Health 16, no. 19 (2019): 3743. http://dx.doi.org/10.3390/ijerph16193743.

Full text

Abstract:

Celebrity endorsement used to promote energy-dense and nutrient-poor (EDNP) food and beverage products may contribute to poor dietary habits. This study examined celebrity endorsement of branded food and beverage products and marketing campaigns in the United States (US) from 1990 to 2017. Celebrity endorsement data were collected from peer-reviewed and grey literature. Interactive data visualizations were created for the endorsement relationships between celebrities, companies and products whose nutritional profiles were compared with the US Department of Agriculture’s (USDA’s) Smart Snacks S

APA, Harvard, Vancouver, ISO, and other styles

44

Calvo-Porral, Cristina, Sergio Rivaroli, and Javier Orosa-González. "The Influence of Celebrity Endorsement on Food Consumption Behavior." Foods 10, no. 9 (2021): 2224. http://dx.doi.org/10.3390/foods10092224.

Full text

Abstract:

“Is consumer food behavior influenced by celebrity endorsement?”. This question remains unsolved despite celebrities constantly recommending different products in their social media networks. Much of the literature on celebrity endorsement focuses on the characteristics of celebrities influencing consumers’ behavior, but there is scarce research about how celebrity endorsements about food and food products influence consumers’ behavior. In this context and based on the source credibility and source attractiveness models, as well as on the match-up theory, this study aims to examine whether con

APA, Harvard, Vancouver, ISO, and other styles

45

DARMAWATI, Darmawati, and Hasan BASRI. "The Practice of Tourism Product Endorsement: Perspective of Islamic Business Ethics in Social-Media." Journal of Environmental Management and Tourism 14, no. 6 (2023): 2520. http://dx.doi.org/10.14505/jemt.v14.6(70).04.

Full text

Abstract:

The rapid development of technology and information has caused the use of the Internet to be higher. One of the widely used digital business marketing activities is social media endorsements which are currently being used to inform products to consumers through Tiktok and Instagram social media. However, some endorsers are dishonest in providing consumer product reviews in endorsement activities. Thus, in its application, endorsement practices still do not follow the principles of advertising promotion according to Islamic business ethics. For this reason, this paper aims to discuss the practi

APA, Harvard, Vancouver, ISO, and other styles

46

Ramadhani, Ayunda, and Nurul Insani. "Celebrity Endorsements and Brand Attitudes Toward Buying Interest." International Journal of Social Science and Business 7, no. 2 (2023): 305–12. http://dx.doi.org/10.23887/ijssb.v7i2.47383.

Full text

Abstract:

In recent years, the influence of celebrities on brand advertising is very promising. Undoubtedly, celebrity endorsements increase a company's brand awareness through endorsements. This study aims to determine the influence of celebrity endorsement and brand attitude on buying interest in adolescents. This study used a quantitative approach. The subjects of this study amounted to 100 students at SMA X Sangatta Utara who were selected by purposive sampling techniques. The data collection methods used were the scale of purchase intent, celebrity endorsements, and brand attitudes. The data analys

APA, Harvard, Vancouver, ISO, and other styles

47

Rozzaqi, Muhammad Syahrul. "Digital Economy : Economic Innovation Through Digital Branding Via Instagram Platform for MSMEs." SERUNAI 2, no. 2 (2024): 82–93. http://dx.doi.org/10.63019/serunai.v2i2.48.

Full text

Abstract:

This research aimed to describe how Fadil Jaidi’s endorsement content on Instagram, to analyse Fadil Jaidi’s personal branding on Instagram in relation to endorsement content, and to determine the impact of Fadil Jaidi’s endorsements. This was qualitative research. The results of the research showed that Fadil Jaidi’s endorsement content could influence the audience and also his MSMEs. This was an innovative result that also represented the economic environment transitioning from direct shopping to online shopping, with Fadil Jaidi himself being one of the Gen Z influencers who significantly i

APA, Harvard, Vancouver, ISO, and other styles

48

Chang, Yonghwan, Yong Jae Ko, Asli Tasci, Akiko Arai, and Taehee Kim. "Strategic match of athlete endorsement in global markets: an associative learning perspective." International Journal of Sports Marketing and Sponsorship 15, no. 4 (2014): 40–58. http://dx.doi.org/10.1108/ijsms-15-04-2014-b005.

Full text

Abstract:

Marketers worldwide consider athlete endorsement a highly effective promotional tool. However, little is known about consumers' responses towards athlete endorsement in global markets - particularly the bi-directional image transfer mechanism. This study examines the image match between athlete endorsers and products using a three-dimensional visual map and comparing image perceptions towards athlete endorsements among respondent groups from Japan, Korea and the United States during the 2010 FIFA World Cup. The results show that image perceptions of selected athlete endorsers, endorsed product

APA, Harvard, Vancouver, ISO, and other styles

49

Dr., Archana. "CELEBRITY ENDORSEMENT IN ADVERTISING: EMERGING AVENUES AND IMPORTANCE." International Journal of Current Research and Modern Education 3, no. 1 (2018): 259–61. https://doi.org/10.5281/zenodo.1197312.

Full text

Abstract:

The benefits of using endorsement of a product by a celebrity are well-known. People tend to buy/adopt products more which are used by or are projected to be used by any celebrity as compared to a common advertiser. Endorsements are an easy way for a brand to attach themselves to the positive (or negative, if the brand has an angle on it) feelings associated with a celebrity or industry professional. The paper deciphers the advantages and recent trends by use of celebrity endorsement in advertising industry.

APA, Harvard, Vancouver, ISO, and other styles

50

Kumar Singh, Raj, Bijay Prasad Kushwaha, Tushita Chadha, and Vivek Anand Singh. "INFLUENCE OF DIGITAL MEDIA MARKETING AND CELEBRITY ENDORSEMENT ON CONSUMER PURCHASE INTENTION." JOURNAL OF CONTENT COMMUNITY AND COMMUNICATION 14, no. 8 (2021): 145–58. http://dx.doi.org/10.31620/jccc.12.21/12.

Full text

Abstract:

Digital media marketing and celebrity endorsement have a significant impact on consumer purchase intent. The digital media marketing tools give marketers a competitive advantage in influencing customers and driving purchase intent toward their offerings. The study aims to examine the effectiveness of digital media as well as the impact of celebrity endorsements on consumer purchase intentions. The purposive sampling technique was used to collect responses from 523 residents of the tri-city Chandigarh using a structured questionnaire. The findings advocate that celebrity endorsement is a substa

APA, Harvard, Vancouver, ISO, and other styles

We offer discounts on all premium plans for authors whose works are included in thematic literature selections. Contact us to get a unique promo code!