The relationship between trustworthiness, congruence, likeability, and advertisement of celebrity endorsement in social media towards consumer purchasing intention

Celebrity endorsement is used by businesses to attract customer attention with the intention to lead them to make a purchase. Previous studies cover various group of customers and products. The purpose of this study is to investigate the relationship between trustworthiness, congruence, likeability...

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Main Author:	Cheah, Lee Suan
Format:	Thesis
Language:	eng eng eng
Published:	2022
Subjects:	HF5415.33 Consumer Behavior.
Online Access:	https://etd.uum.edu.my/10016/1/depositpermission-not%20allow_s825373.pdf https://etd.uum.edu.my/10016/2/s825373_01.pdf https://etd.uum.edu.my/10016/3/s825373_02.pdf
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id	my-uum-etd.10016
record_format	uketd_dc
spelling	my-uum-etd.100162022-10-31T00:50:55Z The relationship between trustworthiness, congruence, likeability, and advertisement of celebrity endorsement in social media towards consumer purchasing intention 2022 Cheah, Lee Suan Md Said, Nor Pujawati School of Business Management School of Business Management HF5415.33 Consumer Behavior. Celebrity endorsement is used by businesses to attract customer attention with the intention to lead them to make a purchase. Previous studies cover various group of customers and products. The purpose of this study is to investigate the relationship between trustworthiness, congruence, likeability, and advertisement of celebrity endorsement in the social media towards consumer purchasing intention. The target respondents are teachers in the state of Selangor. The questionnaire was developed from previous related study in celebrity endorsement. The questionnaire was distributed online, as it was during the Covid19 quarantine period. From the total received, only 200 questionnaires were useable. All respondents have at least one social media account and are exposed to advertisement endorsed by celebrity in the social media. Most of the respondents also follow at least one celebrity. The data collected are analysed using the SPSS version 26. All independent variables are positively and moderately related to consumer purchase intention. It can be concluded that celebrity endorsement is still impactful, even in social media platform, to attract consumers towards their product that could lead to product purchase eventually. Therefore, businesses should take advantage of celebrity endorsement to promote their products. 2022 Thesis https://etd.uum.edu.my/10016/ https://etd.uum.edu.my/10016/1/depositpermission-not%20allow_s825373.pdf text eng staffonly https://etd.uum.edu.my/10016/2/s825373_01.pdf text eng staffonly https://etd.uum.edu.my/10016/3/s825373_02.pdf text eng staffonly other masters Universiti Utara Malaysia
institution	Universiti Utara Malaysia
collection	UUM ETD
language	eng eng eng
advisor	Md Said, Nor Pujawati
topic	HF5415.33 Consumer Behavior.
spellingShingle	HF5415.33 Consumer Behavior. Cheah, Lee Suan The relationship between trustworthiness, congruence, likeability, and advertisement of celebrity endorsement in social media towards consumer purchasing intention
description	Celebrity endorsement is used by businesses to attract customer attention with the intention to lead them to make a purchase. Previous studies cover various group of customers and products. The purpose of this study is to investigate the relationship between trustworthiness, congruence, likeability, and advertisement of celebrity endorsement in the social media towards consumer purchasing intention. The target respondents are teachers in the state of Selangor. The questionnaire was developed from previous related study in celebrity endorsement. The questionnaire was distributed online, as it was during the Covid19 quarantine period. From the total received, only 200 questionnaires were useable. All respondents have at least one social media account and are exposed to advertisement endorsed by celebrity in the social media. Most of the respondents also follow at least one celebrity. The data collected are analysed using the SPSS version 26. All independent variables are positively and moderately related to consumer purchase intention. It can be concluded that celebrity endorsement is still impactful, even in social media platform, to attract consumers towards their product that could lead to product purchase eventually. Therefore, businesses should take advantage of celebrity endorsement to promote their products.
format	Thesis
qualification_name	other
qualification_level	Master's degree
author	Cheah, Lee Suan
author_facet	Cheah, Lee Suan
author_sort	Cheah, Lee Suan
title	The relationship between trustworthiness, congruence, likeability, and advertisement of celebrity endorsement in social media towards consumer purchasing intention
title_short	The relationship between trustworthiness, congruence, likeability, and advertisement of celebrity endorsement in social media towards consumer purchasing intention
title_full	The relationship between trustworthiness, congruence, likeability, and advertisement of celebrity endorsement in social media towards consumer purchasing intention
title_fullStr	The relationship between trustworthiness, congruence, likeability, and advertisement of celebrity endorsement in social media towards consumer purchasing intention
title_full_unstemmed	The relationship between trustworthiness, congruence, likeability, and advertisement of celebrity endorsement in social media towards consumer purchasing intention
title_sort	relationship between trustworthiness, congruence, likeability, and advertisement of celebrity endorsement in social media towards consumer purchasing intention
granting_institution	Universiti Utara Malaysia
granting_department	School of Business Management
publishDate	2022
url	https://etd.uum.edu.my/10016/1/depositpermission-not%20allow_s825373.pdf https://etd.uum.edu.my/10016/2/s825373_01.pdf https://etd.uum.edu.my/10016/3/s825373_02.pdf
_version_	1776103713081917440

The relationship between trustworthiness, congruence, likeability, and advertisement of celebrity endorsement in social media towards consumer purchasing intention

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