Impact of celebrity endorsement adverts in influencing consumer decision making: A survey of Dar es Salaam city youths
A dissertation submitted to Mzumbe University as a partial /fulfilment of the requirements for award of the Degree of Master of Science in Marketing Management of Mzumbe University
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| 格式: | Thesis |
| 语言: | 英语 |
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Mzumbe University
2024
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| 在线阅读: | https://scholar.mzumbe.ac.tz/handle/123456789/1097 |
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| _version_ | 1835205596982280192 |
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| author | Mwakilasa, Magreth Thadei |
| author_facet | Mwakilasa, Magreth Thadei |
| author_sort | Mwakilasa, Magreth Thadei |
| collection | DSpace |
| description | A dissertation submitted to Mzumbe University as a partial /fulfilment of the requirements for award of the Degree of Master of Science in Marketing Management of Mzumbe University |
| format | Thesis |
| id | oai:null:123456789-1097 |
| institution | Mzumbe University |
| language | English |
| publishDate | 2024 |
| publisher | Mzumbe University |
| record_format | dspace |
| spelling | oai:null:123456789-10972024-08-23T11:42:26Z Impact of celebrity endorsement adverts in influencing consumer decision making: A survey of Dar es Salaam city youths Mwakilasa, Magreth Thadei Celebrity Endorsement Consumer Purchase Decision Source Credibility Model Youth Consumer Perception Medium of communication A dissertation submitted to Mzumbe University as a partial /fulfilment of the requirements for award of the Degree of Master of Science in Marketing Management of Mzumbe University Celebrity endorsement has become a very common advertising technique in Tanzania. The overall objective of this study is to examine the impact of celebrity endorsed adverts in influencing consumer purchasing decision. The study also aims to elicit the perception of youth towards celebrity endorsed adverts, how different attributes of celebrity endorser influence purchase intention among youth consumers and; lastly to identify an influential medium to convey celebrity endorsement adverts. In order to accomplish research objective, quantitative research was conducted with a sample size of 200 respondents. Convenience sampling techniques was utilized in this regard. A simple questionnaire was distributed to consumers through online means in order to reach a large number of people. Data analysis was conducted using descriptive frequency analysis, in Statistical Package for Social Science (SPSS) and Microsoft Excel. The findings of the study suggest that, celebrity endorsement adverts are perceived to be more attractive than non-celebrity endorsed adverts. Celebrities' attributes in adverts influences Dar es Salaam youths' consumer purchase decisions and likeability has the greatest influence on consumers purchase intention more than other attributes. Television is the most influential medium to convey celebrity endorsed advertisements followed by internet (social media). Generally, although celebrity endorsement adverts are considered to be effective, influential, and increase recall rate of product the finding of the study suggests that it has less impact on influencing consumer purchase decision. The findings confirm that, it is the quality of the product that consumer considers when making decision to buy products or service Private 2024-08-23T11:42:23Z 2024-08-23T11:42:23Z 2018 Thesis APA https://scholar.mzumbe.ac.tz/handle/123456789/1097 en application/pdf Mzumbe University |
| spellingShingle | Celebrity Endorsement Consumer Purchase Decision Source Credibility Model Youth Consumer Perception Medium of communication Mwakilasa, Magreth Thadei Impact of celebrity endorsement adverts in influencing consumer decision making: A survey of Dar es Salaam city youths |
| title | Impact of celebrity endorsement adverts in influencing consumer decision making: A survey of Dar es Salaam city youths |
| title_full | Impact of celebrity endorsement adverts in influencing consumer decision making: A survey of Dar es Salaam city youths |
| title_fullStr | Impact of celebrity endorsement adverts in influencing consumer decision making: A survey of Dar es Salaam city youths |
| title_full_unstemmed | Impact of celebrity endorsement adverts in influencing consumer decision making: A survey of Dar es Salaam city youths |
| title_short | Impact of celebrity endorsement adverts in influencing consumer decision making: A survey of Dar es Salaam city youths |
| title_sort | impact of celebrity endorsement adverts in influencing consumer decision making a survey of dar es salaam city youths |
| topic | Celebrity Endorsement Consumer Purchase Decision Source Credibility Model Youth Consumer Perception Medium of communication |
| url | https://scholar.mzumbe.ac.tz/handle/123456789/1097 |
| work_keys_str_mv | AT mwakilasamagreththadei impactofcelebrityendorsementadvertsininfluencingconsumerdecisionmakingasurveyofdaressalaamcityyouths |