Our research has focused on the impact of celebrity advertisements on consumers using sentiment analysis. Our objective was to use sentiment analysis to calculate the sentiment scores of advertisements with celebrity endorsements. We used four celebrity-endorsed advertisements and collected resp...
Even some tricky traders take advantage of attractive advertisements and celebrity endorsements to mislead consumers while ignoring the quality of products. So we should learn to distinguish beneficial advertisements from useless ones and choose the product which suits us best in the various effects of ...
marketresearchonthecelebrities’effectiveness.Muchoftheexistingliteratureexaminescelebrity endorsementsandtheireffectonconsumers(Alnawas,2010;Amos,Holmes,&Strutton,2008;Busier,2002; Choi,2002;Daneshvary& Schwer,2000;Eisend&Langer,2010;O’Mahony&Meenaghan,1997;Chen& ...
‘Deep-fake’ advertisements push fake celebrity endorsements The Wall Street Journal is reporting about how some companies are using digital simulations of celebrities, known as “deep-fake” videos, to sell products without their permission.
Effects of multiple endorsements and consumer-celebrity attachment on attitude and purchase intention This study examines consumer–celebrity attachment within multiple endorsement situations. A 2×2 factorial design manipulates attachment strength to the c... J Ilicic,CM Webster - 《Australasian Marketing ...
Celebrity endorsements: Influence of a product-endorser match on Millennials attitudes and purchase intentions. The buying power of millennial consumers is ever growing. They are social consumers, sharing all aspects of their experiences on social media. One advertis... McCormick,Karla. - 《Journal ...
Further, approxi- mately half of the parents were okay with celebrity endorsement of food products. A previous study has depicted that consumers are most influenced in their food consumption behavior by the congruence between the celebrity endorsement and the recommended prod- uct and by the ...
When luxury brands meet China: The effect of localized celebrity endorsements in social media marketing 2020, Journal of Retailing and Consumer Services Citation Excerpt : The perceived group membership can be influenced by individuals’ national identity. Many studies have investigated the relationship be...
aBelievability, althoughhigher for the celebrity spokesperson condition, approached but did not reach significance. Atkin and Block (1983) found that advertisements for a brand of alcohol which utilized celebrity endorsements produced consistently more favorable affective ratings for the advertisement and the...
Future research should use additional control variables, such as semantic and feature complexity, the number of celebrity endorsements, and product category [57]. 5.3. Implications for Research and Practice This study offers several important research and practical implications. Regarding research ...