Influence of Celebrity Endorsement on Consumer Decision-Making
DOI:
https://doi.org/10.61173/3gmafq10Keywords:
Celebrity endorsement, consumer buying decision, digital eraAbstract
This text illustrates a range of influencing factors leading by celebrity endorsers that motivate consumers to make consumption in endorsed brands. As the use of mobile phones and other digital devices had been spread among the people, the number of users of social media then grew rapidly throughout the past 20 years. Therefore, celebrity endorsement has then become one of the most commonly used promoting strategies nowadays. Not only due to the increasing uses of gadgets but also due to its usefulness in persuading people to consume goods and services. Nevertheless, the strength of the effectiveness had differed between different groups of individuals, such as followers and people who’s not familiar with the endorsers. Additionally, other variables like the social phenomenon and the characteristics of the industry. After reviewing the work done previously, connections between the celebrity endorsement and consumer buying behavior are able to be seen. And it is important to figure out the key to the changes on the route of consumer decision-making journey once the idea of establishing an endorsement has come up.
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