Perceptions of effectiveness of celebrity endorsed advertisements among Egyptian consumers

الموضوعات

صحافة واعلام

الملخص

The main purpose of this study is to investigate consumer attitudes regarding celebrity endorsement in different types of media in Egypt, and presents guidance to advertising specialists and creators to enhance the value of celebrity-based advertising. The study was based on an empirical research approach, which used a convenience sample of 355 respondents, drawn from different age groups, educational level, income level and residential areas.The data was analyzed by a variety of statistical techniques, such as Descriptive analysis, Frequency analysis, t-Test, and ANOVA. The main findings revealed that Egyptians respondents were in general interested in celebrity endorsement advertisements, as the majority of them admitted its attractiveness; however, they did not find it enough convincing in terms of purchasing behavior. The study recommended reconsidering the use and choice of celebrities in advertising within the context of the Egyptian culture. The study also recommends further research to investigate this issue in more depth in Egypt. The study suggested some other recommendations in light of the findings.

روابط وملفات

التعريف والنوع

رقم الوثيقة

025d31e0-4378-4c77-805c-bd72a7523d1d

رقم العقد

0

نوع الوسائط

Crawler

نوع المحتوى

الرسائل العلمية

صيغة المصدر

رسائل ماجيستير

نوع الملف

pdf image

أسماء الملفات

025d31e0-4378-4c77-805c-bd72a7523d1d_1.pdf

بيانات النشر

ألقاب المؤلفين

[{"name_ar":"Marwa Diaa El Din Azab","title_ar":"اعداد","title_en":"Preparation"},{"name_ar":"Rasha Abdulla","title_ar":"اشراف","title_en":"Supervision"}]

اللغة

English

المصدر والدورية

اسم المصدر

Perceptions of effectiveness of celebrity endorsed advertisements among Egyptian consumers

المحتوى والصفحات

عدد الصفحات

0

كلمات الباحثين

CELEBRITY ENDORESED ADVERTISEMENTS, EGYPTIAN CONSUMERS

إشراف وإعداد

الإشراف

Rasha Abdulla

الإعداد

Marwa Diaa El Din Azab

الاقتباسات الببليوغرافية