Celebrity endorsement is a type of marketing campaign that involves a well-known celebrity such as movie stars, entertainers, and athletes to endorse the products which include physical products, services, and ideas. It is tough to capture a position in consumers' mind, but celebrity endorsements give the companies an added dimension in keeping the attention of viewers. The presence of celebrities will improve a brand awareness and provide an enormous support needs by promoting the brand's intrinsic value. However, the power of celebrity endorsers in achieving positive attitudes and purchase intentions for the endorsed brand has been questioned by some studies. Therefore, the purpose of this research is to investigate the relationship between celebrity endorsement in online advertisement and consumer's purchasing intension. This study examined the effect of attractiveness, trustworthiness, expertise and product fit of celebrity endorsement towards the consumer purchase intention. The sample is obtained from a total of 200 respondents from all the states in Malaysia. The essential analysis involved are reliability analysis, descriptive statistics analysis, correlation analysis, multiple regression analysis and hypothesis testing. All of the analysis were analyzed using the SPSS Version 25. The findings of this study depicted that attractiveness, trustworthiness and product fit play an important role in ensuring the effectiveness of a celebrity endorsement. Hence, those variables could be a powerful marketing tools for marketers when implementing celebrity endorsement as part of their marketing strategies.
This study discussed about the impact of consumers’ attitude towards mobile payment feasibility in Malaysia. The research focused on three research objectives which are; (1) to identify the consumers’ concerns that influencing the mobile payments feasibility in Malaysia, (2) to investigate the relationships between perceived security, payment culture, perceived usefulness and perceived ease of use, and (3) to identify the main consumers’ concern that influencing the mobile payment feasibility in Malaysia. In this research, the researcher carried out a survey among the young public to access the performance of mobile payment services available in Malaysia. Besides, the direct opinion from the consumers is able to enhance the insight of the service providers. In conclusion, mobile payment feasibility is important to realise Bank Negara Malaysia (BNM) strategy which is Malaysia becomes a cashless society by 2050.
This research aims to identify the factors influencing consumer’s attitudes to continuously use mobile shopping applications. The primary data were collected by distributing online questionnaire to 384 respondents who had previous experience on using mobile shopping applications to purchase products. Data were analyzed by using Statistical Package for Social Sciences (SPSS) software version 23.0. The findings show that perceived usefulness, privacy and security, electronic words of mouth, and perceived ease of use have positive relationship, whereas the design aesthetics has no positive relationship with the consumer’s attitudes to continuously use the mobile shopping application. This study enhances the researcher’s understanding on how the perceived usefulness, privacy and security, electronic words of mouth and perceived ease of use in influencing the consumer’s attitudes to continuously use the mobile shopping applications. This study extend the application of expectation-confirmationmodel (ECM) and technology acceptance model (TAM) which can provides the theoretical understanding on the various factors that influencing consumer’s attitudes to continuously use the mobile shopping applications. The managers should focus on those factors in order to encourage more people for using the mobile shopping application to purchase the products.
This study investigates the reasons (social influence, economic factors, consumer morality and technology factors) that influence punter’s behavioral intention toward digital piracy. The study adopted a quantitative method, and 150 questionnaires were distributed to target respondents in this research through Google Form Online. From the result, three factors showed a significantly positive relationship with consumer’s behavioral intention toward digital piracy. This study can help related parties to more understand the reasons behind consumers’ behavioral intentions toward digital piracy and achieve reducing digital piracy case purposes.
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