TY  - BOOK
AU  - Mohammed,Mohammad Khalid
AU  - Doğruyol,Kağan
TI  - THE RELATIONSHIP BETWEEN THE ETHNICITY OF THE ENDORSER AND THE CREDIBILITY OF THE ENDORSER IN CELEBRITY ENDORSMENT
PY  - 2022///
KW  - Truthfulness and falsehood
KW  - Dissertations, Academic
KW  - Ethnicity
KW  - Social media
N1  - Thesis (MBA) - Cyprus International University. Institute of Graduate Studies and Research Business Administration Department; Includes bibliography (sheets 41-19)
N2  - 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
ER  -