Online Celebrity Endorsement

Acknowledgments

Abstract

Competing in a turbulent and competitive business landscape requires organizations to continuously introduce innovative products which meet the trends, lifestyles and expectations of customers. Advertising is the most common and viable tool used as part of the retailing industry in creating awareness and persuading customers about the brand name. The fundamental goal of this study is to obtain a deeper understanding of the impact of celebrity endorsers in online retailing leading to purchasing decisions and behavioral intentions of online shopping consumers in the online retailing related websites. Particularly, this research examines whether a celebrity endorser adds value to the brand equity of internet retailing, and to what degree celebrities can impact online shopping consumers’ purchasing decision and how does negative celebrity attributes influence consumers’ purchasing behavior. According to the results of this study it was revealed that celebrity endorsers do impact the online shopping consumers in some ways as they refer to the celebrities as an essential reference group. It is likewise found that online shopping consumers in Malaysia perceive the celebrity endorser as someone who influences their purchasing decisions. The research additionally found that negative celebrity information will adversely influence consumers’ purchasing decisions due to the reason that the society cannot separate between the celebrity’s personal life and their professional life.

Table of Contents
Acknowledgments 2
Abstract 2
1 Introduction: 5
1.1 Background 5
1.2 Purpose and Research Questions 6
2 Literature Review: 7
2.1 Online Retailing 7
2.1.1 Business to Consumer (B2C) 8
2.1.2 Characteristics of B2C Websites 9
2.2 The Use of Celebrity Endorsement through Time 10
2.2.1 Pros & Cons of Celebrity Endorsement 10
2.3 Celebrity Selection: 13
2.3.1 Models for celebrity endorsement 13
2.3.2 The Source Credibility Model 13
2.3.3 The Source

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