INTRODUCTION
Rationale
In the age of the 4.0 technological revolution, businesses must leverage the Internet for product and brand promotion due to growing consumer reliance on online platforms Effective communication is vital in this competitive landscape to capture consumer attention Among various strategies, celebrity endorsements stand out as a popular advertising tactic to engage target audiences.
Every day, numerous celebrities, including TV stars, movie actors, and athletes, feature prominently in advertisements, highlighting their role as a preferred choice in business strategies (Abidin, 2018) Research shows that celebrity endorsements significantly enhance attention levels (Charbonneau & Garland, 2010), create positive product perceptions (Li & Cai, 2019), elevate purchase intentions (Ahmed et al., 2015; Jamil & Hassan, 2014; Khalid & Siddiqui, 2018), and build brand loyalty (Subbiah & Sathish, 2020) Additionally, the growth of social media and e-commerce provides celebrities with unique opportunities to capture user attention and drive Internet traffic (Abidin, 2018).
The frequent use of celebrity endorsements in advertising has fostered consumer skepticism regarding the authenticity and motives behind these endorsements, which can undermine a brand's sustainable communication efforts Many consumers question the true motivations of celebrities, often believing they endorse products solely for financial gain rather than genuine affinity (Tripp, Jensen, & Carlson, 1994) This skepticism leads to a negative attitude towards the claims made by celebrities, resulting in distrust of advertising messages (Obermiller, Spangenberg, & MacLachlan, 2005; Zhang, Ko, & Carpenter, 2016).
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35 suggested that skeptical individuals are less likely to have positive attitudes towards celebrity endorsements in advertising.
In recent decades, research has increasingly focused on parasocial interaction, which explores the connections between audiences and media figures such as TV hosts, celebrities, and artists (Jin, Annie, & Namkee, 2009; Giles, 2002; Sood & Rogers).
Research indicates that parasocial interactions in media significantly enhance consumers' purchase intentions (Zhang & Hung, 2020) A study by Sokolova and Kefi (2019) explored how users engage with online influencers on platforms like YouTube and Instagram Nonetheless, there remains a gap in understanding parasocial interactions between celebrities and their followers on social media, particularly on Facebook in Vietnam.
Understanding consumer attitudes and the factors that shape them is essential for fostering effective interactions between consumers and celebrities on social media platforms The rise of social media has enabled diverse forms of engagement with celebrities, leading to varying user perceptions influenced by individual differences in how they view these public figures.
Attitude serves as a key predictor of behavior and significantly impacts an individual's purchase intentions, as it shapes consumer decisions (Fill, 2009) Research by Carrillat, Astous, and Lazure (2013) explored how consumer attitudes towards celebrity scandals affect perceptions of authenticity Similarly, Bright and Cunningham (2012) found that scandals in athletes' personal lives led to negative consumer attitudes regarding their authenticity on Twitter Numerous studies have examined the concept of celebrity authenticity, both internationally and in Vietnam (Ahmed et al., 2015; DonghWan).
Previous studies, such as those by Youn-Kyung (2015) and Deshbhag & Mohan (2020), have primarily focused on the effects of advertising on consumer intentions and behaviors, emphasizing attitudes towards brands or advertisements However, these investigations often overlook the significant role of parasocial interactions between consumers and celebrities, which could provide deeper insights into consumer behavior.
This study investigates how celebrity authenticity in advertising influences consumer attitudes and purchase intentions, particularly through parasocial interactions, amidst rising consumer skepticism towards advertising Furthermore, it explores the moderating effect of consumer homophily on the relationship between celebrity authenticity and parasocial interaction within the realm of Facebook advertising.
Research objectives and questions
- To identify the impact of celebrity endorsement on consumer’s purchase intention
- To identify the impact of celebrity expertise on consumer’s purchase intention
- To identify the impact of celebrity trustworthiness on consumer’s purchase intention
- To identify the impact of celebrity attractiveness on consumer’s purchase intention
- To identify the impact of consumer’s preference on endorsement type as a moderator on the relationship between celebrity endorsement attributes and consumer’s purchase intention
- How do the expertise, trustworthiness and attractiveness of celebrity on social media as Facebook affect the purchase intention of customer?
- How does the agreement of the customer on endorsement of celebrity has an impact on the relationship between celebrity endorsement attributes and consumer’s repeat purchase intention.
Research subject and scope
Research problem: The effect of celebrity endorsement on purchase intention on Facebook.
Research object: Facebook users who live in Ha Noi city and some other cities
About space: Research on Facebook granting from Facebook users living in Ha
Noi and some other cities.
About time: Theoretical research and experimental research during June 2023 –
Research methodology
This study utilizes three key research methodologies typical in economic research to meet its objectives: synthesizing and comparing relevant theories and studies, conducting qualitative research, and performing quantitative research.
Thesis structure
In addition to table of contents, appendices, list of tables, the thesis has 5 chapters:
LITERATURE REVIEW
Theoretical foundations of celebrity endorsement and the relationship
Friedman and Friedman (1979) identify three primary sources of celebrity endorsement in advertising: celebrities, experts, and typical consumers Celebrities are public figures recognized for accomplishments that are not directly related to the endorsed products Their popularity is largely derived from their visibility in various mass media platforms, including print and film.
Abidin (2018) highlights the significant impact of celebrities on driving traffic to online shopping applications Internet celebrities, known for their popularity and substantial follower engagement on digital platforms, serve as powerful endorsers in social media advertising.
Celebrity endorsement leverages the appeal and status of famous individuals to promote products and brands, rooted in the concepts of social impact and source credibility in consumer behavior Consumers tend to emulate celebrities due to their perceived expertise, attractiveness, and trustworthiness, which enhances the effectiveness of endorsements This phenomenon is supported by the social identity hypothesis, suggesting that consumers seek to align themselves with admired figures to boost their self-image Additionally, the source credibility theory emphasizes that the persuasiveness of a message is significantly affected by the credibility of the endorser.
Consumer intention represents the beliefs and motivations that drive individuals' consumption behaviors (Ajzen & Fishbein, 1980) As defined by Ajzen (1991), it reflects a personal commitment to planning and decision-making, influencing the effort consumers are willing to invest in specific actions This concept, as noted by Ajzen (1991) and Ho et al (2015), measures the extent of effort a person is ready to dedicate to actual behavior, making it a valuable tool for predicting real-world actions.
Theoretical base
Research by Ohanian (1990) reveals a strong correlation between the expertise, trustworthiness, and attractiveness of celebrity endorsers, forming the basis of the source credibility/endorsement model This model remains fundamental in understanding the significance of celebrity endorsements in marketing strategies (Deshbhag & Mohan, 2020).
Utilizing trustworthy and reputable endorsers can significantly enhance the reliability of marketing communications (McCracken, 1989) Celebrity endorsements are particularly effective in influencing customers' purchase intentions and persuasive attitudes, especially when consumers lack familiarity with the product A credible information source positively affects customer trust, attitudes, perceptions, and behaviors.
Credibility in celebrity endorsements encompasses the perceived reliability, honesty, and integrity of the endorser (Erdogan, 1999; Erdogan et al., 2001) Expertise, a key component of this model, pertains to the endorser's knowledge and experience related to the product, positioning them as a trustworthy source (Erdogan, 1999) However, the target audience's perception of the celebrity often outweighs the endorser's actual skills (Ohanian, 1990) Furthermore, the attractiveness of the endorser can significantly enhance the effectiveness of the marketing message (Ahmed et al., 2015; Jamil & Hassan, 2014).
Attractiveness in celebrity endorsements is influenced by appearance, personality, likability, and similarity, as noted by Pornpitakpan (2004) These factors independently affect attitude formation and change, highlighting the importance of expertise, credibility, and attractiveness in the endorsement source model (Lafferty, Goldsmith, & Newell, 2002).
Parasocial interaction (PSI) refers to the psychological bond formed between audiences and media performers, characterized by one-sided communication (Horton & Wohl, 1956; Liebers & Schramm, 2019) This connection leads consumers to invest their time, money, emotional energy, and attention into celebrities, seeking familiarity, friendship, and psychological fulfillment in return (Sood & Rogers, 2000).
Turner (1993) explored the psychological connections between audiences and television performers through the lens of homophily, revealing that perceived similarities significantly influence social bonds Dibble, Hartmann, and Rosaen (2016) expanded on this concept with the Parasocial Interaction (PSI) theory, highlighting how audiences form one-sided relationships with celebrities, often without their awareness This phenomenon mirrors the interactions between social media users and online influencers, where followers engage with bloggers by subscribing to their content, thereby creating online communities that reflect shared values and interests.
Social media platforms such as Facebook, Twitter, Instagram, and YouTube have surged in popularity, driving both businesses and consumers to engage in social commerce Research indicates that social connections significantly impact consumer purchasing decisions, alongside factors like product reliability (Dibble et al., 2016; Liebers & Schramm, 2019; Sokolova & Kefi, 2019; Zhang & Hung, 2020).
2.2.3 Theory of Planned Behaviour – TPB
Ajzen (1991) posits that the intention to engage in a behavior is shaped by three key factors: attitude towards the behavior, subjective norms, and perceived behavioral control The Theory of Planned Behavior (TPB), an enhancement of the Theory of Reasoned Action (TRA) by Ajzen and Fishbein (1980), offers a more effective framework for predicting consumer behavior by incorporating perceived behavioral control In the context of social media, interaction with Facebook advertising is viewed as a behavioral response, as highlighted by Mahmoud (2013) This interaction, manifested through posts, likes, comments, and shares, illustrates consumer behavior on social media, making behavioral theories essential for understanding and predicting user engagement with Facebook ads.
Relationships between celebrity endorsement and purchase intention
The Source Attractiveness Model and Source Credibility Model are pivotal in examining how celebrities impact marketing across various sectors Effective celebrity endorsements can significantly boost sales by capturing audience attention (Tom et al., 1992) Key factors influencing consumer purchasing intentions include the celebrity's knowledge, reliability, attractiveness, and familiarity.
Consumer purchase intention is heavily influenced by the expertise of endorsers, who are viewed as credible sources by consumers Studies, including those by Bergkvist and Zhou (2016), indicate that endorsers recognized as experts, such as renowned athletes promoting sports gear, significantly enhance purchase intentions Furthermore, Erdogan and Baker (2000) found that an endorser's perceived expertise positively shapes consumer attitudes toward the product, increasing the likelihood of purchase Additionally, research by Erdogan, Baker, and Tagg (2001) demonstrates that endorsements from industry experts foster greater credibility and trust among consumers, further impacting their purchase intentions.
Research by Hoekman and Bosmans (2010) and Pradhan et al (2016) indicates that celebrities recognized as experts enhance brand reliability and increase purchase intentions However, Shrestha (2019) found contrasting results in Nepal, where there was no significant link between celebrity competence and purchase intentions This discrepancy is attributed to the Nepalese market's focus on product sales and marketing strategies that prioritize sales over brand promotion.
Trustworthiness is a fundamental aspect of celebrity endorsement in marketing.
Celebrity credibility in product endorsement is established through three essential attributes: expertise, integrity, and reliability Expertise involves the perceived knowledge and skills of the celebrity in relation to the endorsed product, making consumers more inclined to trust those regarded as authorities in their field Integrity reflects the ethical conduct and honesty of the endorser, which are vital for fostering audience trust; celebrities known for their honesty are often viewed as more authentic Lastly, reliability pertains to the consistency and dependability of the celebrity's actions and statements, as a reliable endorser significantly enhances their credibility and increases consumer trust.
Trustworthiness is a crucial factor in celebrity endorsements, as it significantly enhances customer engagement and perception of the endorsed product Research by Lafferty, Goldsmith, and Newell (2002) indicates that consumers are more receptive to endorsements from celebrities they view as trustworthy, which leads to increased attention and credibility for the product Erdogan and Baker (2000) further support this notion, highlighting that a trustworthy celebrity endorser positively influences consumers' attitudes towards the product Consequently, customers are more inclined to consider purchasing products endorsed by credible celebrities, believing in the sincerity of the endorsement and the quality of the product Ultimately, trustworthiness is essential for effective marketing campaigns, as it plays a pivotal role in capturing and maintaining customer attention.
Customers are often drawn to purchase items primarily due to their visual appeal, as highlighted by Reingen and Kernan (1993) Attractive advertising not only fosters positive sentiments but also enhances consumer attraction and drives purchasing decisions Previous research (Kahle and Homer, 1985; Winham and Hampl, 2008) indicates that physical beauty significantly influences the effectiveness of celebrity endorsements Furthermore, individuals tend to prioritize their appearance, making them more receptive to advertisements featuring attractive endorsers However, the effectiveness of visually appealing models in advertisements can vary, as noted by Bower and Grau (2001) Attraction is a multifaceted concept that cannot be assessed from a single perspective, as emphasized by Caballero and Solomon (1984).
Non-physical attributes such as intelligence, originality, success, and relevance to target consumer groups significantly enhance celebrity appeal, extending beyond mere physical attractiveness.
Recent studies indicate a positive correlation between celebrity beauty and consumers' purchase intentions and advertisement recall (Osei-Frimpong et al., 2019; Weismueller et al., 2020; Utami et al., 2020; Pornpitakpan, 2004) However, research suggests that consumers prioritize a celebrity's fame and competence over their beauty when making purchasing decisions (Till and Busler, 1998) Interestingly, attractiveness appears to have no significant impact on consumer behavior or purchasing intentions in Pakistan's cosmetics market.
Research gap
Numerous studies have shown the effectiveness of celebrity endorsements; however, the impact of these endorsements remains a topic of debate, with varying results reported in the literature (Adam and Hussain, 2017; Tripp et al., 1994; Till and Busler, 1998; Shrestha).
2019, Nguyen et al., 2017) Therefore, this may suggest that a moderator is interfering with the link between celebrity endorsement and customers' purchase intentions
Numerous studies have shown the effectiveness of celebrity endorsements, yet the impact of their attributes remains a topic of debate, yielding conflicting results (Adam and Hussain, 2017; Tripp et al., 1994; Till and Busler, 1998; Shrestha).
2019, Nguyen et al., 2017) Therefore, this may suggest that a moderator is having an impact with the link between celebrity endorsement and customers' purchase intentions.
Research model
This study combines Ohanian's (1990) credibility and endorser attractiveness model with Turner's (1993) Parasocial Interaction (PSI) model to explore how Facebook users perceive celebrity endorsements in advertising It examines the influence of these perceptions on users' attitudes and behavioral intentions, utilizing Ajzen's (1991) Theory of Planned Behavior (TPB) Additionally, the credibility and endorser model is connected to the PSI model, highlighting the importance of celebrity influence in social media marketing.
Hung, 2020); thus, the study also examines its moderating role in the relationship between celebrity endorsement and social interaction The proposed research model is depicted in Figure 1.
H1a: There is a positive relationship between celebrity attractiveness and consumer social interaction.
H1b: There is a positive relationship between celebrity expertise and consumer social interaction
H1c: There is a positive relationship between celebrity trustworthiness and consumer social interaction.
H2: There is a positive relationship between consumer social interaction and attitude towards advertising.
H3: There is a positive relationship between consumer social interaction and consumer purchase intention.
H4: There is a positive relationship between attitude towards advertising on Facebook and consumer purchase intention.
H5a: Consumer endorsement of celebrities positively moderates the relationship between celebrity attractiveness and consumer social interaction.
H5b: Consumer endorsement of celebrities positively moderates the relationship between celebrity expertise and consumer social interaction.
H5c: Consumer endorsement of celebrities positively moderates the relationship between celebrity trustworthiness and consumer social interaction.
RESEARCH METHODOLOGY
Research design
The quantitative research utilized a survey method with a convenience sampling approach, employing a questionnaire based on a 5-point Likert scale adapted from previous studies The online survey was distributed via Google Forms and shared through Facebook messages Although the minimum required sample size was 175 observations, the final analysis included 500 participants after data cleaning Respondents were aged 18 and older, with 70% from Ha Noi city and 30% from other provinces, and the questionnaire featured screening questions to ensure appropriate targeting of individuals who had purchased beauty and cosmetic products online.
The study utilized Structural Equation Modeling (SEM) for data analysis, processing the data with SPSS and AMOS software Key steps in data processing involved conducting descriptive statistics, evaluating scale reliability through Cronbach's Alpha coefficient, and validating the model via Confirmatory Factor Analysis (CFA) and SEM.
1 I want to watch B’s video, shares and comments
2 I will follow B and interact with B in other social platforms
3 I am really happy to see B showing up in social media Hung and Zhang (2020)
4 If B appear on a movie show or a TV program,
5 B makes me feel comfortable as a friend
6 If there is no new about B on social media, I will really want to meet B
7 I will not happy if I heard something bad about B
8 I see B is very charming Hung and Zhang (2020)
9 I think B is a very talented person
11 I think B is attractive in general Kefi and Sokolova (2019)
12 I think that B is famous for his/her credibility Phan and Nguyen (2018)
13 I think that B is famous for his/her trustworthiness
14 I think that B is famous for trustworthiness when it comes to evaluation about brands/products shown in ads
15 I believe about B words in the ads
16 I believe that B’s endorsed brands and products are reliable
17 I assume that B has the experience of using the products/brands
18 I assume that B know about the products/brands
19 I assume that B is capable of endorsing the products/brands
20 I assume that B has lots of actual exposure to the products/brands
21 Ads with B is interesting Nguyen and Phan (2015)
24 I am satisfied with ads with B
25 I will buy products promoted by B in the future
26 I will encourage my relatives/friends to buy products promoted by B
27 I will discover about brands A when I see B promoted their products Quach and Pham (2020)
28 I am likely to buy products from brands A promoted by B
29 B being a brand representative for brand A is an element that encourage me to buy their products
Consumer Sympathy with celebrity (CSC)
30 I think B and I have something in common Hung and Zhang (2020)
32 I think the way B converse like mine
33 I think the way B treat people like mine
34 I think B and I have the same thoughts Kefi and Sokolova (2019)
35 B create much value for me
Researches findings and issues
Credibility scale analysis
The analysis of the measuring scale's reliability revealed Cronbach's Alpha coefficients between 0.7 and 0.8, meeting the necessary threshold for attractiveness, credibility, expertise, social interaction, advertising perspective, behavioral intent, and celebrity attention All inter-item correlations for the evaluated variables surpassed the > 0.3 threshold, confirming that the scales met the requirements, and all 35 observed variables were retained.
The Kaiser-Meyer-Olkin (KMO) test yielded a score of 0.940, with a p-value of 0.001, indicating strong sampling adequacy The Eigenvalue was measured at 1.423, and the total variance extracted (TVE) was over 61.153% These results confirm that the 35 observed variables effectively assessed the 7 research concepts within the theoretical model, as all indices met the required criteria.
Confirmatory Factor Analysis results (CFA)
The model demonstrates a good fit with a Chi-square/df ratio of 1.275 and a p-value of 0.002, alongside an RMSEA of 0.021, GFI of 0.960, CFI of 0.967, TLI of 0.973, and SRMR of 0.045 The factor loadings exceeding 0.6 indicate strong convergent validity, while inter-factor correlations below 0.85 confirm discriminant validity, effectively supporting the research findings.
Additionally, Table 2 demonstrates that the AVE > 0.5 quotation variance and CR > 0.6 aggregate confidence both satisfy the convergence threshold (Nguyen, 2011).
Structural Equation Modeling Analysis results
The study employed structural equation modeling (SEM) to explore the impact of celebrity authenticity—encompassing credibility, attractiveness, and expertise—on consumer attitudes towards advertising and behavioral intentions, without considering celebrity identification as a moderating variable The findings indicated a significant relationship, with p = 0.002 and a 2/df ratio of 2.273, meeting the necessary compatibility criteria According to Hair et al (1998), the model's fit indices also satisfied the required thresholds: CFI = 0.945, GFI = 0.872, TLI = 0.945, and RMSEA = 0.072, confirming an adequate model fit with an SRMR of 0.154, exceeding the acceptable limit of 0.08 (Kline, 2005).
Figure 3 SEM analysis results without regulatory variables
Initial analysis indicates that the three dimensions of celebrity trustworthiness significantly influence social interaction Previous research (Ahmed et al., 2015; Hassan & Jamil, 2014) suggests that attractiveness positively affects social interaction However, this finding contradicts Kefi and Sokolova's (2019) study, which asserts that social interaction and physical attractiveness are not related Additional studies (Ahmed et al., 2015; Lafferty et al., 2002) further explore these dynamics.
Research by Deshbhag et al (2020) and Sathish & Subbiah (2020) highlights that expertise positively influences social interactions Furthermore, a 2001 study by Erdogan and colleagues found that credibility enhances users' social interactions on Facebook.
The research indicates a positive relationship between social interaction and favorable perceptions of authentic celebrity endorsements on Facebook Additionally, there is a strong link between social engagement and consumer purchasing desire These findings align with previous studies conducted by Dibble et al (2016), Schramm and Liebers (2019), and Kefi and Sokolova.
Recent studies, including those by Youn-Kyung and DonghWan (2015), Quach and Pham (2020), and Phan and Nguyen (2018), highlight a positive correlation between consumer purchase intentions and perceptions of Facebook advertising that employs authentic celebrity endorsements This trend underscores the effectiveness of genuine endorsements in enhancing consumer engagement and driving purchasing decisions.
4.3.3 Verification of measurement models with regulatory variables
To evaluate the mediating variables, it's essential to analyze the interaction terms, specifically DT x SHD, DT x CM, and DT x SUT (Baron & Kenny, 1986) The findings indicate χ2/df = 1.373 with a p-value of 0.003; CFI = 0.986; GFI = 0.908; TLI = 0.962; RMSEA = 0.032; and SRMR = 0.075, all of which satisfy the theoretical criteria established by Hair et al (1998).
Figure 4 SEM analysis results with regulatory variables
4.3.4 Testing hypotheses with regulatory variables
Celebrity identification significantly influences the relationship between celebrity attractiveness and consumer social engagement on Facebook, as shown by the findings (β = 0.072, p = 0.000) When consumers resonate with a celebrity, they perceive them as more attractive, leading to increased social interactions This engagement may involve activities such as viewing, sharing celebrity-endorsed advertisements, or expressing intent to purchase.
The study found that celebrity identification had a minimal effect on the relationship between celebrity expertise and user interaction on Facebook, with a 95% confidence level This indicates that the influence of the Independent Variable (IV) on consumer social interaction behavior is reduced by the presence of the Mediating Variable (MV).
Celebrity identification significantly enhances the relationship between consumer social interaction on Facebook and celebrity credibility (r = 0.095, p = 0.002) When consumers identify with celebrities, they perceive them as trustworthy and dependable, leading to increased communication among individuals based on the celebrity's recommendations This indicates that celebrity credibility plays a crucial role in fostering consumer social interaction, a finding that has not been previously documented in similar studies.
Conclusions and implications for governance
The study findings largely support the proposed hypotheses, revealing a positive correlation between social interaction and the three key components of celebrity authenticity: attractiveness, credibility, and expertise Additionally, there is a favorable relationship between consumer social connections and their perceptions of Facebook advertising featuring real celebrities Furthermore, social interaction is positively linked to consumer purchase intent when genuine celebrities are used in Facebook ads Strong associations are also found between sentiments towards Facebook advertising with real celebrities and consumer purchase intent Lastly, the results highlight the moderating effect of celebrity identification on the relationship between the credibility and attractiveness of celebrities and social interaction among Facebook users.
When selecting genuine celebrity endorsers for business commercials, it's crucial to prioritize their attractiveness, expertise, and trustworthiness, as attractiveness significantly influences user behavior on social media platforms like Facebook Celebrity credibility can enhance consumer trust in a brand and product, often leading them to skip verifying product details Among the three components of authenticity—expertise, trustworthiness, and attractiveness—expertise appears to have the least effect on social media interactions, particularly among educated consumers and those aged 31 to 35 Therefore, choosing a relevant celebrity endorser who truly understands the products they promote is essential; for example, fashion advertisements should feature models, while cosmetics endorsements should highlight individuals with flawless skin and makeup skills.
Celebrity authenticity, encompassing attractiveness and credibility, significantly influences social interactions when linked to consumer identification As individuals often aspire to emulate their favorite celebrities, this admiration can drive their intent to purchase genuine products Advertisers can effectively target younger audiences by leveraging celebrities with large fan bases to promote authentic items The admiration for these celebrities not only shapes interpersonal connections among fans but also impacts consumer attitudes toward celebrity-driven advertising and their purchasing decisions.
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Nghiên cứu của Phạm, K X và Quách, V N P (2020) phân tích tác động của việc sử dụng người nổi tiếng trong quảng cáo thương hiệu đến thái độ của khách hàng đối với thương hiệu và ý định mua sắm của họ Kết quả cho thấy sự bảo chứng thương hiệu từ người nổi tiếng có ảnh hưởng tích cực đến sự nhận thức của khách hàng về thương hiệu trong ngành hàng tiêu dùng nhanh tại Thành phố Hồ Chí Minh Nghiên cứu này cung cấp những hiểu biết quan trọng cho các marketer trong việc xây dựng chiến lược tiếp thị hiệu quả hơn.
The study by Pham and Nguyen (2015) explores how the use of celebrities in advertising influences consumer attitudes It highlights that celebrity endorsements can significantly enhance brand perception and consumer trust The research indicates that consumers are more likely to develop positive attitudes towards products when they are associated with well-known figures Additionally, the findings suggest that the effectiveness of celebrity endorsements varies depending on the celebrity's relevance to the product and the target audience's preferences Overall, the article emphasizes the strategic importance of celebrity involvement in marketing campaigns to shape consumer behavior.
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