THE RELATIONSHIP BETWEEN THE ETHNICITY OF THE ENDORSER AND THE CREDIBILITY OF THE ENDORSER IN CELEBRITY ENDORSMENT /
Mohammed, Mohammad Khalid
THE RELATIONSHIP BETWEEN THE ETHNICITY OF THE ENDORSER AND THE CREDIBILITY OF THE ENDORSER IN CELEBRITY ENDORSMENT / MOHAMMED KHALID MOHAMMED; SUPERVISOR: ASST. PROF. DR. KAĞAN DOĞRUYOL - 54 sheets; 31 cm. Includes CD
Thesis (MBA) - Cyprus International University. Institute of Graduate Studies and Research Business Administration Department
Includes bibliography (sheets 41-19)
ABSTRACT
With the mass adoption of social media by the general norm, a large number of companies and corporations also started manifest on social media. And started using it as a marketing platform. The celebrity endorsement method is one of the marketing methods used. In this thesis, the relationship between the ethnicity of the celebrity and the Credibility of the celebrity was researched. Quantitative research was used by using a set of adopted questions in a survey to collect data. That was analysed using an independent sample t-test. The results showed that there is a positive relationship between the ethnicity of the endorser and the credibility of the endorsement. By looking at the study results, it can be said that the ethnicity of the celebrity should be accounted for when choosing a celebrity to perform an endorsement.
Keywords: Celebrity Endorsement, Credibility, Ethnicity, Social Media.
Truthfulness and falsehood--Dissertations, Academic
Ethnicity--Dissertations, Academic
Social media--Dissertations, Academic
THE RELATIONSHIP BETWEEN THE ETHNICITY OF THE ENDORSER AND THE CREDIBILITY OF THE ENDORSER IN CELEBRITY ENDORSMENT / MOHAMMED KHALID MOHAMMED; SUPERVISOR: ASST. PROF. DR. KAĞAN DOĞRUYOL - 54 sheets; 31 cm. Includes CD
Thesis (MBA) - Cyprus International University. Institute of Graduate Studies and Research Business Administration Department
Includes bibliography (sheets 41-19)
ABSTRACT
With the mass adoption of social media by the general norm, a large number of companies and corporations also started manifest on social media. And started using it as a marketing platform. The celebrity endorsement method is one of the marketing methods used. In this thesis, the relationship between the ethnicity of the celebrity and the Credibility of the celebrity was researched. Quantitative research was used by using a set of adopted questions in a survey to collect data. That was analysed using an independent sample t-test. The results showed that there is a positive relationship between the ethnicity of the endorser and the credibility of the endorsement. By looking at the study results, it can be said that the ethnicity of the celebrity should be accounted for when choosing a celebrity to perform an endorsement.
Keywords: Celebrity Endorsement, Credibility, Ethnicity, Social Media.
Truthfulness and falsehood--Dissertations, Academic
Ethnicity--Dissertations, Academic
Social media--Dissertations, Academic