scholarly journals Celebrity Endorsement as an Effective Tool for Destination Marketing among Occupation Groups in Bangalore

2013 ◽  
Vol 8 (2) ◽  
pp. 55-74
Author(s):  
Rosma Mary Jolly ◽  
Rosma Mary Jolly ◽  
Mynavathi L
Keyword(s):  
Destination Marketing ◽  
Business Organization ◽  
Celebrity Endorsement ◽  
Tourist Destination ◽  
Consumer Interest ◽  
Tukey Test ◽  
Brand Recognition ◽  
Celebrity Endorser ◽  
Tourism Destinations ◽  
Celebrity Endorsers

Celebrity  Endorsement  is  one  of  the  major  forms  of advertising in which a business organization makes use of famous individuals or well-known organizations in order to boost consumer interest in the product and/or services that  they  want  to  sell.  Now  a  day, every  company  is trying to bring in a brand ambassador for their brands. Slowly the trend of tying up with a celebrity in promoting has moved towards promoting tourism destinations. This paper tries to find out the effect of celebrity endorsement as an effective marketing destination tool. The  objectives  framed  to  reach  to  this  goal  were  to identify  whether  the  consumers  consider the  tourism advertisements  that  are  endorsed  by  celebrities and  to determine whether the use of celebrities have a greater effect than the use of non-celebrities when advertising a tourist  destination. Data  was  collected  from  250 respondents  from  Bangalore  through  a  questionnaire. Some of the tools that are been used to test the hypothesis are one sample t- test, ANOVA and Tukey test. The  major  findings  from  the  study  were  that  the respondents only get brand recognition and recall of the destination when the advertisement is done by a celebrity endorser; it was found that non-celebrity advertisements are more convincing and better choice makers. It was also found out that occupation of the consumers would have no impact in getting attracted to celebrity endorsers but students  were  one  category  that  loved  to  see  celebrity endorsers on screen.

Social Media as Information Sources and Their Influence on the Destination Image

2018 ◽  
pp. 265-283 ◽  
Author(s):  
María Pilar Martínez-Ruiz ◽  
Isabel Llodrá-Riera ◽  
Ana Isabel Jiménez-Zarco
Keyword(s):  
Social Media ◽  
Web 2.0 ◽  
Information Sources ◽  
Destination Image ◽  
User Generated Content ◽  
Destination Marketing ◽  
Tourist Destination ◽  
Travel And Tourism ◽  
Tourism Destinations ◽  
Travel Decisions

Tourists use social media to share their experiences and obtain information about travel and tourism destinations. Information shared by tourists is different than information published by destination marketing organizations (DMOs) in the sense that it does not include formal messages and photographs. Some researchers have proven that user-generated content (UGC) through social media exerts an influence on the perceived image of a tourist destination and the motivations for visiting it. Tourists and travelers tend to use a combination of official and unofficial information to make travel decisions. Nowadays, there are still plenty of opportunities to advance destination image research using social media. With these ideas in mind, this chapter aims to review different types of Web 2.0 platforms and discuss their influence on destination image formation and sustainability perception.

scholarly journals Penggunaan Celebrity Endorsement Dalam Periklanan Online (BTS Sebagai Celebrity Endorser Perusahaan Fila)

2020 ◽  
Vol 9 (1) ◽  
Author(s):  
Syanaz Luthfina
Keyword(s):  
Social Media ◽  
Qualitative Approach ◽  
Celebrity Endorsement ◽  
Digital Era ◽  
The World ◽  
Online Advertisement ◽  
Celebrity Endorser ◽  
Use Of Internet ◽  
Celebrity Endorsers ◽  
Internet And Social Media

In this digital era marked by massive use of internet and social media in society, there is the importance of social media as a popular channel for companies to advertise their products. The rise of internet and social media shows the significance and promising business opportunities for online advertisement implementation. One way to advertise is through celebrity endorsers. Fila, a worldwide sportswear company, appointed BTS, the popular K-pop boyband, as their representative endorser. This research uses the theory of celebrity endorsement,social media, and online advertisement. The research design uses qualitative approach. For data collection this study relies on literature review and online observation. This study examineswhy BTS is a credible celebrity endorser, as well as the advantages and risks of having celebrity endorsers in social media and how it implemented in official social media accounts of Fila. Results shows that BTS appointed as an endorser because of their good image that represents Fila products, and BTS’ image as a boyband group that has enthusiasm, positivity, and written communication with fans it’s in harmony with Fila’svalue. Results also shows BTS is a credible endorser and able to personalize Fila products. BTS has the expertise, trust, as well as likability from their fans all over the world.

scholarly journals Celebrity Endorsement Solving the Destination Marketing Puzzle

2016 ◽  
Vol 11 (2) ◽  
pp. 17-42 ◽  
Author(s):  
Rosma Jolly
Keyword(s):  
Essential Element ◽  
Extensive Literature ◽  
Celebrity Endorsement ◽  
Chi Square ◽  
Travel And Tourism ◽  
Chi Square Test ◽  
Celebrity Endorser ◽  
Service Sectors ◽  
The Impact ◽  
Celebrity Endorsers

Celebrity endorsement advertising has become an essential element of the advertising strategy. Celebrity endorsement is one of the ways out for marketing problems. An advertisement that uses celebrity endorsers enjoys high recognition among the consumers. It helps the consumer to recognise and recall the brand thus influencing the buying behavior. Since celebrity endorsers create an elevated effect on purchase decision of consumers, producers and retailers always prefer to use celebrities in their advertisement. Further, it will add on to the impact rate if the celebrity endorser is endorsingthe product or service for an extended or longer period. Travel and tourism is one of the largest service sectors in India. The main aim of this industry is to develop and promote tourism, maintain and increase the competitiveness of India as a tourist destination, improve and expand existing tourism products to ensure employment generation and thus bringing about economic growth to India. The paper also investigates the various motivating factors of the endorsers taken into consideration to visit the advertised destination. For this,the most important factors of celebrity endorsement were taken note of through extensive literature reviews. Making an inspection on the Swatch Bharat scheme and the involvement of celebrities gives more relevance to the study. The data used was partially primary and partially secondary so that all the aspects could be identified and covered. The data was analysed with the help of statistical package for the social science SPSS with tests such as One sample t-test, ANOVA, Chi Square test, Friedman test.

scholarly journals CELEBRITY ENDORSEMENTS IN ORGAN DONATION ADVERTISEMENTS: ALTRUISM AS A MODERATOR

2018 ◽  
Vol 2 (2) ◽  
pp. 78-94
Author(s):  
Sharifah Nurafizah Syed Annuar ◽  
Stephen Laison Sondoh Jr ◽  
Andreas Totu ◽  
Geoffrey Tanakinjal ◽  
Rayner Alfred
Keyword(s):  
University Students ◽  
Organ Donation ◽  
Celebrity Endorsement ◽  
Social Marketing Campaign ◽  
Celebrity Endorser ◽  
Psychology Literature ◽  
The Impact ◽  
The Relationship ◽  
Celebrity Endorsers

Health and psychology literature suggests the use of celebrity endorsement in organ donation advertisement in changing the attitude to register as organ donors. However, very limited literature was found that discussed the effect of source attractiveness, expertise and trustworthiness towards attitude in the context of organ donation. In addition, there is limited knowledge established in understanding the impact of charisma and authenticity in celebrity studies. The role of altruism as a moderator in the relationship between the attributes of celebrity endorsers and attitude towards organ donation registration is also unclear. Therefore, the purpose of this study is to fill the gaps by determining the impact of celebrity endorser attributes towards attitude towards organ donation. This paper also examines the role of altruism as a moderator to the relationship between celebrity endorser attributes and attitude towards organ donation. The target sample of this study was university students and data collection has been conducted in various universities from four regions in Malaysia. Data from 466 university students were analysed using IBM SPSS Statistics 23 and SmartPLS 3.0. Of five important celebrity endorser attributes that were tested in this paper, the findings show that authenticity and charisma are great predictors to attitude towards organ donation. In addition, the relationship between charisma and attitude is found to be weakened among individuals with high altruism. The findings of this paper are beneficial as they contribute to the celebrity endorsement literature and provide insights to the relevant agencies in selecting celebrity endorsers for their social marketing campaign.

Daya Tarik Selebriti Endorser Anggun C. Sasmi Pada Iklan Shampo Pantene

2019 ◽  
Vol 2 (02) ◽  
pp. 7-15
Author(s):  
Shinta Hartini Putri
Keyword(s):  
Research Method ◽  
Brand Image ◽  
Secondary Data ◽  
Celebrity Endorsement ◽  
Literature Study ◽  
Final Goal ◽  
Marketing Activities ◽  
Celebrity Endorser ◽  
A Company ◽  
Celebrity Endorsers

Advertising is one of the marketing activities of a company in order to promote its products. P & G initially has not been able to break through the selling of women's shampoo products. However, slowly but surely, Pantene shampoo fame has shifted its competitors through creative advertising and promo by celebrity endorsement attractiveness. The purpose of this study is to describe the attractiveness of Anggun C. Sasmi in Pantene Shampoo advertisements in the Similarity and Likability aspects. This research method uses literature study by collecting secondary data from literature studies and documents related to advertising and celebrity endorsers. The results of research in the use of celebrity endorser Anggun C. Sasmi as a form of ad appeal has reached its final goal, namely the formation of a good brand image in the minds of consumers through similarity and likability. This was further strengthened by the award given to Pantene Shampoo from several survey institutions.

scholarly journals Tourist Mental Health Drives Destination Choice, Marketing, and Matching

2021 ◽  
pp. 004728752110115
Author(s):  
Mary-Ann Cooper ◽  
Ralf Buckley
Keyword(s):  
Mental Health ◽  
Large Scale ◽  
Well Being ◽  
Destination Choice ◽  
Destination Marketing ◽  
Health Maintenance ◽  
Nature Tourism ◽  
Tourism Destinations ◽  
Tourism Enterprises ◽  
Health And Well Being

Leisure tourism, including destination choice, can be viewed as an investment in mental health maintenance. Destination marketing measures can thus be analyzed as mental health investment prospectuses, aiming to match tourist desires. A mental health framework is particularly relevant for parks and nature tourism destinations, since the benefits of nature for mental health are strongly established. We test it for one globally iconic destination, using a large-scale qualitative approach, both before and during the COVID-19 pandemic. Tourists’ perceptions and choices contain strong mental health and well-being components, derived largely from autonomous information sources, and differing depending on origins. Parks agencies emphasize factual cognitive aspects, but tourism enterprises and destination marketing organizations use affective approaches appealing to tourists’ mental health.

Celebrity Endorsers’ Expertise and Perceptions of Attractiveness, Likability, and Familiarity

1987 ◽  
Vol 60 (3_part_2) ◽  
pp. 1307-1309
Author(s):  
Thomas A. Buhr ◽  
Terry L. Simpson ◽  
Burt Pryor
Keyword(s):  
Person Perception ◽  
Celebrity Endorser ◽  
Celebrity Endorsers

The authors measured the effects of celebrity endorser expertise on ratings of endorser attractiveness, likability, and familiarity. The expert condition yielded significantly more positive ratings than the inexpert condition for all three person-perception judgments.

scholarly journals Influence of Tourism Destination Products and Images on Tourist Visiting Decision to Kota Seribu Sungai Banjarmasin

2018 ◽  
Vol 2 (2) ◽  
pp. 73
Author(s):  
Devin Cahya Triansya ◽  
Beta Budisetyorini
Keyword(s):  
Positive Influence ◽  
Destination Image ◽  
Tourism Destination ◽  
Tourist Destination ◽  
Tourist Destinations ◽  
Tourism Sector ◽  
The World ◽  
Tourism Destinations ◽  
The Impact ◽  
The City

 AbstractThe continuous rapidly growth of tourism sector with the tight competition in the field of tourismmakes not all tourist destinations in the world always experience an increase in the number of tourist visits each year. Banjarmasin City, dubbed the “Kota Seribu Sungai” or "City of Thousand Rivers" and is known as the Thousand Rivers tourist destination has experiencedfluctuate number of tourist arrivals and tend to decline. The fluctuate number of tourist arrivalssourced from tourist visiting decisions can be influenced by various factors, including tourism destination productsand image. This study aims to see the effects of tourism destination products consisting of physical products, people, packages, and programsalsothe image of tourism destinations consisting of cognitive image and affective image on tourists visiting decision to the city of Thousand River Banjarmasin. The data obtained were taken by questionnaire to 123 tourists by accidental sampling. The results of the research were analyzed using multiple linear regression with two equations, namely (I) The influence of tourism destination products on tourist visiting decision and (II) The impact of tourism destination image on tourist visiting decision. The resultsfound the positive influence of tourism destination products to thetourist visiting decision of 54.5% and the image of tourism destination on the tourist visiting decision of 53.4% and the rest of 45.5% and 46.6% influenced by other factors not examined. The results of the analysis also showed the effect of tourism destination products variable partially consisting of physical products, packages, and programs have an effect on the decision of tourists while people have no influence. As for the variable image of tourism destinations in partial consisting of cognitive image and affective image affect the decision of tourists visiting to Kota Seribu Sungai Banjarmasin. 

scholarly journals PENGARUH KREDIBILITAS ENDORSER PADA NIAT BELI KONSUMEN DAN TINGKAT KEPERCAYAAN PADA IKLAN

KINERJA ◽  
2016 ◽  
Vol 20 (1) ◽  
pp. 13
Author(s):  
Daniel Yudistya Wardhana
Keyword(s):  
Purchase Intention ◽  
Brand Image ◽  
Communication Strategy ◽  
Marketing Communication ◽  
Celebrity Endorsement ◽  
Instant Coffee ◽  
Sim Card ◽  
Celebrity Endorser ◽  
High Credibility

AbstractThe use of celebrity endorser as a marketing communication strategy provides a higher degree of appeal and attention compare to non-celebrity endorser. Corporates invest high budget to promote their brand image through celebrity endorsement in order to transfer the celebrity attributes such as attractiveness, expertise and trustworthiness to their brand. Generally the result of this study are showing different influence from source of message that have high credibility and trusted. In the case of Sim Card Provider, the credibility of celebrity has attracted the consumer to buy the product but it is not the case with the Instant Coffee product, consumers tends to believe to non-celebrity.Keywords: Credibility; Celebrity and Non-Celebrity; Purchase Intention; Advertising BelievabilityAbstrakPenggunaan endorser selebriti dalam strategi komunikasi pemasaran menghasilkan tingkat ketertarikan dan perhatian yang tinggi dibandingkan endorser non-selebriti. Perusahaan menginvestasikan dana yang besar untuk menaikkan citra mereknya melalui endorser selebriti dengan tujuan agar tiga kriteria menarik, keahlian dan dapat dipercaya dapat disalurkan ke merek yang didukung. Secara umum hasil dari studi ini menunjukkan perbedaan pengaruh dari sumber pesan dengan kredibilitas yang tinggi dan dapat dipercaya. Dalam produk Sim Card, kredibilitas model selebriti dianggap menarik konsumen untuk membeli produk namun tidak dengan produk Kopi Instan, konsumen cenderung mempercayai model non-selebriti.Kata Kunci: Kredibilitas; Selebriti dan Non-Selebriti; Niat Beli; Tingkat Kepercayaan Pada Iklan

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