Celebrity Endorser Physical Attractiveness Effect on Consumers’ Attitude toward Online Advertisement

Darel Nicol Luna Anak Agam

Abstract


Nowadays, most of the companies will market their advertisement via online which is the perfect way to promote their products or services. Most of the online tools can be used for free and easy to be accessed by everyone around the globe. Social media has been widely used by all the generations especially celebrity who use it to communicate and interact with the brands that they endorse (Jatto, 2014). In addition to that, celebrity endorser is part of the promotion tools for all type of products and services. Most of the celebrity endorsers will fully utilize their social media applications such as Instagram to advertise and promote their products. Apart from that, this celebrity endorser which chose the platform of online on their social media can choose either to post it via photos or 60 s video. However, according to the previous study by Said and Napi were focused specifically on online advertisement and one particular factor that give an effect on consumers’ attitude toward on online advertisement which is physical attractiveness. Physical attractiveness is very important for social media celebrity endorser because this is one of the factors that really make the customers or potential customers to gain the interest about the product that this celebrity endorser advertises in their social media. Therefore, few research findings found out that that celebrity endorser has higher influence on consumers’ attitude toward advertisement for consumer products (Said and Napi, 2015).

 

Aus. J. Acc. Eco. Fin. Vol 3(1), April 2017, P 25-29


Keywords


Celebrity Endorsement; Instagram; Advertisement

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