Brand Awareness by using a Fashion Celebrity on Social Media
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2020-08-31
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en
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Abstract
The use of social media such as Instagram, Facebook, Twitter, and YouTube is becoming an
essential part of our lives. Simultaneously, in the last years, a shift from offline celebrity
advertisements to online celebrity advertisements has occurred. The purpose of this study is to
understand how differently the relationship between female younger and older customers with
a different level of engagement affects brand awareness by using a famous online celebrity.
These relationships will be mediated by the acceptance of new technology and moderated by
the credibility of the source. This study extends the existing literature by analysing a more
recent phenomenon of online fashion celebrities that are very popular on social media platforms.
This study was conducted between 353 female participants from all of Europe, and the data is
analysed through multiple linear regression analyses. Results confirmed the negativity of the
relationship between age groups and brand awareness by using a celebrity and the positivity of
the relationship between customer engagement and brand awareness by using a celebrity. The
mediating variable was found to have a negative effect on the relationship between the two IVs
and the DV. This means that the acceptance of new technology does not positively improve the
relationship between both age groups - customer engagement and brand awareness. The
moderating variable credibility of the source was found to have a positive and significant role
in the relationship between the acceptance of new technology and brand awareness when the
advertisement is made by a non-famous celebrity. On the other hand, it appeared to have a nonsignificant
effect when the advertisement was made by a famous celebrity.
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Faculteit der Managementwetenschappen