Analysis of celebrity endorsement as an effective social marketing tool

Abstract

newline The concept of celebrity endorsement has emerged as an effective marketing tool of newlinepromotion. Marketers have realized the importance of using the celebrity endorsement and newlinealso have taken this opportunity to use this tool to gain a high exposure, interest, attention, newlinedesire, and action among view The term social marketing was first coined by Philip newlineKotler and Gerald Zaltman in 1971. They realized that the same marketing principles that newlinewere being used to sell products to consumers could be used to sell ideas, attitudes, and newlinebehaviors. newlineThe research begins with an extensive review of existing literature on celebrity endorsement newlineand social marketing. The review provided a deeper insight into the area of study and helped newlinein finding research gap. From literature review it was found that most of the studies have newlinemainly focused on celebrity endorsement or social marketing. Effectiveness of celebrity newlineendorsement is widely investigated on commercial marketing. In social marketing there are newlinestudy reports available, but effectiveness of celebrity endorsement in social advertisements is newlineless explored. The findings of the present study were an attempt to fill the vacuum in the area newlineof celebrity endorsed social marketing. The attributes and variables were also identified newlinethrough literature review. As an outcome research objectives were finalized and hypotheses newlinewere developed. newlineThe study is a descriptive research in which questionnaire was used as survey instrument to newlinecollect quantitative responses. The sampling method used was judgmental. Sample was newlinecollected in three districts (from three revenue divisions) of Odisha from a total of 790 newlinerespondents. The collected data was analysed using SPSS 24.0. Several statistical testing newlinemethods like Frequency distribution, percentage analysis, Mean, Standard Deviation, newlineReliability analysis, Exploratory Factor Analysis, Chi-square Test, Paired t- test, Multiple newlineRegression Analysis, Multiple Analysis of Variance, Multiple Response Analysis were used