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

Yazar: Katkıda bulunan(lar):Dil: İngilizce 2022Tanım: 54 sheets; 31 cm. Includes CDİçerik türü:
  • text
Ortam türü:
  • unmediated
Taşıyıcı türü:
  • volume
Konu(lar): Tez notu: Thesis (MBA) - Cyprus International University. Institute of Graduate Studies and Research Business Administration Department Özet: 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.
Materyal türü: Thesis
Mevcut
Materyal türü Geçerli Kütüphane Koleksiyon Yer Numarası Durum Notlar İade tarihi Barkod Materyal Ayırtmaları
Thesis Thesis CIU LIBRARY Tez Koleksiyonu Tez Koleksiyonu YL 2525 M64 2022 (Rafa gözat(Aşağıda açılır)) Kullanılabilir Business Administration Department T2846
Suppl. CD Suppl. CD CIU LIBRARY Görsel İşitsel YL 2525 M64 2022 (Rafa gözat(Aşağıda açılır)) Kullanılabilir Business Administration Department CDT2846
Toplam ayırtılanlar: 0

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.

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