Introduction: The power of young celebrities and brand image in influencing young consumers are becoming more relevant in the marketing and advertising of products and services of the plethora of brands we have in the twenty-first century. Businesses and brands use young celebrities to endorse their products to appeal more towards younger consumers. This research investigates the impact of young celebrity endorsements in social media advertisements and brand image towards the purchase intention of young consumers.Methodology: The theoretical framework from Shimp’s TEARS Model of celebrity endorsement is derived from 4 research studies and the variables were tested using 5-point Likert scale on a sample of 282 respondents who are young consumers, aged between 13 to 18 years old. All respondents were recruited using stratified sampling technique and data were analyzed using SmartPLS. The results derived from the data analyses conducted highlights eight main findings.Results: From the TEARS Model, similarity and respect has an influence on celebrity endorsement in social media whereas expertise, physical attractiveness and trustworthiness do not influence celebrity endorsement in social media. Brand image and celebrity endorsement in social media also found to be significant antecedents for the purchase intention. These findings will provide insights to marketer of businesses who requires to understand the attributes of young celebrity endorsements on social media advertisements that will appeal to young consumer. In this technological era, businesses build their brand image via investing in advertising; especially in social media advertising and celebrity endorsements.Recommendations: Following the current findings of the insignificance of expertise, physical attractiveness, and trustworthiness of the celebrity endorsers towards young consumers; marketers should look into similarity and respect qualities of their young celebrity endorsers if they would like to appeal their brands and products to pique the interests of young consumer which now become one of the major group of consumers in the world.
Problem statement:Advertising is a multidimensional phenomenon that has been studied in several disciplines. It is one of the most fascinating phenomena in modern capitalist markets. It is pervasive, perplexing, multidimensional and unfathomably rich. The effectiveness of advertising depends on both the quality of the product being advertised and the quality of the ad itself and also the media context in which the ad appears. Personal factors (such as gender and age) and psychological factors (for example status and personality) may affect the choice of advertising medium. Consumers' interest may change due to these factors. The analysis had proved that both factors do impact the choice of advertising medium. The study may help marketers, advertisers and businesses to create and come out with suitable advertisements that suits the interests of consumers' derived from those factors. It may help them to choose suitable advertising media for different target market. The study searched for to find out whether personal and psychological factors have any impact to the choice of advertising medium. Approach: For this study purposes, questionnaires and copy testing had been used to addresses issues related to the effectiveness of each advertisement. About 100 printed questionnaires were distributed among respondents which comprised age from 18 years old and above where 30 respondents were tested for copy testing from all mediums, online and traditional where these respondents were given a series of all advertisements from newspaper, magazine, TV, radio, Internet, SMS and MMS. Results: The coefficient analysis showed that both personal and psychological factors had positive relationship with customer satisfaction. Between these two factors, personal factors had high level of significant relationship (p = 0.000) compared to psychological factors (p = 0.087). The analysis had proved that both factors do impact the choice of advertising medium. Conclusion: The study showed that both personal and psychological factors can lead consumers to choose different types of media. The study provided the insight to help businesses, advertisers and marketers to understand the best medium to suit the consumers' interest.
Introduction: With the rise and fall of many communication platforms embedded into our everyday lives and the on-going maturity of the digitalization era, social media usage has tremendously increased over the past decade. The purpose of this research is to identify to what extent self-esteem and the influence of friends’ impact children's perception of their body image through social media and how powerful social media in influencing the body image of children.Methodology: The theoretical implication of this study is to expand the usage of Signalling theory, Sociocultural theory and Social Comparison theory towards better explaining children’s behaviours and the factors that impact children view of their body image. 282 children were recruited using the snowball sampling technique and data collected were analysed using Smart-PLS to see the impacts and relationship between all variables.Results: This study found that the self-esteem and friends do impacts body comparison on social media. However, the self-esteem is negatively correlated. The study also identified that there is a significance direct relationship between the direct impacts of self-esteem and friends towards the body image. On the other hand, the social media is found to have no direct impact on body image.Conclusion/- and Recommendations: This study provides a better insight for the government on the importance of regulation of advertisements particularly via social media and for the society at large to create a more socially supportive environment for adolescents to communicate and help them grow their mind-set on the acceptable and realistic standards of beauty as well as contributes to the existing knowledge on the role of social media and adds knowledge to how powerful social media in giving impacts to body image among adolescences.
Travel agencies have modernized the way they communicate their package tours to travelers through digital technology. It is however imperative to also understand travelers’ needs in order to remain competitive in the market. In particular, it is crucial to clearly recognize the diversity in travel needs particularly the travel desires of Muslims travelers since they hold a different set of values and beliefs that guide their travel needs. Hence, this research attempts to understand Islamic travel needs among Muslim travelers and how such needs can impact the attractiveness of package tours in Malaysia. The travel needs of Muslim travelers i.e. travel motives, travel behavior and perceived travel barriers will be determined against the attractiveness of packaged tours. This paper proposes a conceptual model so that further analyses can be conducted and marketing strategies can be recommended to enhance the attractiveness of package tours developed by Travel agencies for Muslim travelers. By gaining a better understanding of Muslim traveler needs, tour operators in Klang Valley, Malaysia will be able to enhance their marketing strategies, increase the attractiveness and demand for their package tours and attract more Muslim travelers to travel with them.
The main purpose of this conceptual paper is to propose a holistic framework that could expand the understanding of the real predictors of customer’s satisfaction towards the fast-food industry in Malaysia by applying the Equity Theory. Previous academic studies have identified various aspects that could affect the customer’s satisfaction in the industry. There are numerous local SME fast food entrepreneurs that unable to recognize the predictors, therefore they executing the wrong strategies to attract potential customers. This paper aimed to provide a better understanding towards the identified elements that have been proven by academicians in previous literature about the issue. This study hypothesized four predictors (physical environment, price sensitivity, product quality, and promotion) that could affect the customers’ satisfaction in the SME fast-food business. It is presumed that all predictors are significant in controlling the satisfaction of customers in this study. In order to gain competitive advantages and competitively sustain in the market, a business or company (particularly the small and medium fast-food operators or entrepreneurs) should focus on these four main predictors as it could affect the level of customers’ satisfaction towards the business
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