What is it about?
Celebrity endorsement is widely used marketing strategy. This study explains how behavioural changes can be brought by the use of celebrity-endorsed social advertisements.
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Why is it important?
Celebrities are widely used for promoting a social cause. Their usage in social advertising is considered to bring more attention to the advertisement. so it is important to know whether the use of celebrity endorser actually influences behavioural change in the audience. The major findings of the study was that use of celebrity in social advertisement help to persuade the audience to change their behaviour as advocated by the celebrity.
Perspectives
Celebrities in advertisements have fascinated me from my childhood itself. The level of their influence among people was an interesting phenomenon. The experience I received from this study has helped me to enhance my knowledge on how an endorser effects the behavioural intention of the people. It also helped me to change my outlook towards celebritydom and its influence on mass.
Tijo Thomas
CHRIST (Deemed to be University)
Read the Original
This page is a summary of: Effect of Celebrity Credibility on Consumer Intention for Behavioural Change: A Study on Celebrity-Endorsed Social Advertising, IIMS Journal of Management Science, January 2016, Diva Enterprises Private Limited,
DOI: 10.5958/0976-173x.2016.00013.0.
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