Impact of celebrity endorsement adverts in influencing consumer decision making: A survey of Dar es Salaam city youths

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dc.contributor.authorMwakilasa, Magreth Thadei
dc.date.accessioned2024-08-23T11:42:23Z
dc.date.available2024-08-23T11:42:23Z
dc.date.issued2018
dc.descriptionA 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
dc.description.abstractCelebrity 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
dc.description.sponsorshipPrivate
dc.identifier.citationAPA
dc.identifier.urihttps://scholar.mzumbe.ac.tz/handle/123456789/1097
dc.language.isoen
dc.publisherMzumbe University
dc.subjectCelebrity Endorsement
dc.subjectConsumer Purchase Decision
dc.subjectSource Credibility Model
dc.subjectYouth Consumer Perception
dc.subjectMedium of communication
dc.titleImpact of celebrity endorsement adverts in influencing consumer decision making: A survey of Dar es Salaam city youths
dc.typeThesis

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