The Influence of Celebrity Endorsement on Consumer Perceptions Marketing Essay
However, differences in these influences are expected based on the type of endorser, as each type of endorser influences a targeted consumer audience differently (Leung et al.). 2018. For example 6. Conclusion. The purpose of this study was to determine the characteristics of social media advertisements that influence consumer perception and their effect on purchase intention. The data were obtained using a questionnaire and analyzed using exploratory factor analysis and structural equation modeling methods. However, it is perhaps just as important to consider the effect of celebrity endorsement and the perception of a third party, consumer fans, as it strengthens the persuasive brand message. ABSTRACT We studied consumer perceptions of celebrity endorsements from a cross-cultural perspective. In empirically examining consumer perceptions of celebrity endorsements, we used Hofstede's cultural dimensions to develop research propositions and examined these propositions through focus group discussions involving,