The Critical Roles of Celebrity Endorsement in Telecommunication Device Industries
- 10.2991/icebef-18.2019.92How to use a DOI?
- selebrity endorsement; purchase intention; telecommunication device
The purpose of this study was to examine the relationship between celebrity endorsement and purchase intention in telecommunication device industries. A structured and self-administered survey was used to get responses from the students as the sample target. The authors delivered 154 questionnaires to the students while 79 were retained and valid for the analysis. The instrument of the research was stated valid and reliable as the result of construct validity and reliability test. Multiple regression analysis was also used to test the hypothesized relationship of the research model. The empirical findings indicate that only trustworthiness of celebrity endorser has positively and significantly affected student intention to purchase smartphone. Meanwhile, the four other celebrity endorsement dimensions which consisted of expertise, physical attractiveness, respect, and similarity of celebrity endorser have not significantly affected student intention to purchase smartphone partially. In the other hand, all of celebrity endorsement dimensions have positively and significantly affected student intention to purchase smartphone simultaneously. This study had some limitations related to the aim of the study. The further study is suggested to set wider and bigger sample characteristic in order to get better generalization. Further study can focus on involving another constructs which were categorized as intervening or moderator variables that strengthen or weaken the relationship between the dimensions of celebrity endorsement and purchase intention. The study highlights the strategic importance of celebrity endorsement in obtaining positive responses of the market target. Hence, telecommunication devices especially smartphone industries are suggested to consider celebrity endorsers who have higher trustworthiness perceived by target market as the message source of their marketing communication strategies.
- © 2019, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Yadi Ernawadi AU - Elis Dwiana Ratnamurni AU - Nuke Paramitha PY - 2019/05 DA - 2019/05 TI - The Critical Roles of Celebrity Endorsement in Telecommunication Device Industries BT - Proceedings of the 1st International Conference on Economics, Business, Entrepreneurship, and Finance (ICEBEF 2018) PB - Atlantis Press SP - 420 EP - 423 SN - 2352-5428 UR - https://doi.org/10.2991/icebef-18.2019.92 DO - 10.2991/icebef-18.2019.92 ID - Ernawadi2019/05 ER -