000			02121nam a22003017a 4500
003			KOHA
005			20230425091317.0
008			221027d2022 cy ||||| m||| 00| 0 eng d
040			_aCY-NiCIU _beng _cCY-NiCIU _erda
041			_aeng
090			_aYL 2525 _bM64 2022
100	1		_aMohammed, Mohammad Khalid
245	1	4	_aTHE RELATIONSHIP BETWEEN THE ETHNICITY OF THE ENDORSER AND THE CREDIBILITY OF THE ENDORSER IN CELEBRITY ENDORSMENT / _cMOHAMMED KHALID MOHAMMED; SUPERVISOR: ASST. PROF. DR. KAĞAN DOĞRUYOL
264			_c2022
300			_a54 sheets; _c31 cm. _eIncludes CD
336			_2rdacontent _atext _btxt
337			_2rdamedia _aunmediated _bn
338			_2rdacarrier _avolume _bnc
502			_aThesis (MBA) - Cyprus International University. Institute of Graduate Studies and Research Business Administration Department
504			_aIncludes bibliography (sheets 41-19)
520			_aABSTRACT 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.
650		0	_aTruthfulness and falsehood _vDissertations, Academic
650		0	_aEthnicity _vDissertations, Academic
650		0	_aSocial media _vDissertations, Academic
700	1		_aDoğruyol, Kağan _esupervisor
942			_2ddc _cTS
999			_c288934 _d288934