« Terug naar overzicht

Celebrity endorsement on Facebook

do you like the match?!

This Master Thesis examines celebrity endorsement on Facebook on the basis of matched information. Three different pretests were conducted to find equally appropriate celebrities, products and brands. In the main experiment the participants randomly saw one of the four Facebookpages with an advertisement of a sport related product or a non sport related product that was endorsed by Roger Federer or Gerard Piqué. During the analysis the participants were placed in the total match-, moderate match- or the total mismatch condition, on the basis of which celebrity and product they saw and if they were matched with their interests. Results show that the more elements are matched (celebrity and product to the target audience) the purchase intention and attitude towards the product and the advertisement is higher. Furthermore, general discussion with limitations and recommendations for future research are added.

Uitgever(s): Universiteit van Amsterdam,

Download(s)

Celebrity endorsement on Facebook : do you like the match?!

Download PDF

---

Auteur(s)

Klik op de auteur meer artikelen te zoeken van deze auteur.

Ivo Gagel

---

Tags van dit artikel

Klik op de tag meer artikelen te zoeken met deze tag.

attitude
communicatie
scripties
social media
sport (algemeen)

---