ASPECTS OF CELEBRITY ENDORSEMENTS AND BRAND VALUES INFLUENCING YOUNG ADULTS’ ATTITUDE AND PURCHASE INTENTION OF COSMETICS BRANDS IN SOUTH AFRICA

2019 ◽  
Vol 2019 ◽  
pp. 777-779
Author(s):  
Helen Duh Inseng ◽  
◽  
Banqobile Tshabalala
2021 ◽  
Vol 17 (4) ◽  
pp. 111-119
Author(s):  
Boitumelo Vincent Molelekeng ◽  
Hilda Bongazana Dondolo

Celebrity endorsement is the most used strategy since consumers value celebrities in advertisements. Organizations invest in celebrity endorsements in the expectation that they will enhance consumer perception of a product or service, evoke favorable attitudes toward a brand, influence purchase intentions, and eventually increase sales and profits through increased consumer preference for a product, brand, or service. This paper examines the effect of endorser characteristics on purchasing intentions in South Africa. The survey sampled South Africans residing in Gauteng Province. The Qualtrics questionnaire was completed by 145 respondents ranging in age from 18 to 55 and living in various areas of Gauteng Province. Given the research objective, the paper analyzed only responses from participants who stated that they had been exposed to celebrity-related adverts. The findings show that these respondents saw advertisements featuring celebrities. To evaluate the hypotheses, regression analysis was performed. The results reveal that consumer behavior, such as purchase intention, is influenced by attractiveness (β = .271; p < 0.05) and attitudes (β = .520; p < 0.05). However, in this study, expertise (β = .089; p > 0.05) and trustworthiness (β = –.095; p > 0.05) were not related to purchase intentions. Understanding celebrity endorser’s attributes can help organizations determine the most successful marketing strategies for attracting new customers and maintaining existing ones.


2020 ◽  
Vol 19 (3) ◽  
pp. 242-248
Author(s):  
Anthony Idowu Ajayi ◽  
Mohammed Sanusi Yusuf ◽  
Elmon Mudefi ◽  
Oladele Vincent Adeniyi ◽  
Ntombana Rala ◽  
...  

BMJ Open ◽  
2021 ◽  
Vol 11 (10) ◽  
pp. e043941
Author(s):  
Tafadzwa Dhokotera ◽  
Julia Bohlius ◽  
Matthias Egger ◽  
Adrian Spoerri ◽  
Jabulani Ronnie Ncayiyana ◽  
...  

ObjectiveTo determine the spectrum of cancers in adolescents and young adults (AYAs) living with and without HIV in South Africa.DesignCross-sectional study with cancer records provided by the National Cancer Registry (NCR) and HIV records from the National Health Laboratory Service (NHLS).Setting and participantsThe NHLS is the largest provider of pathology services in the South African public sector. The NCR is a division of the NHLS. We included AYAs (aged 10–24 years) diagnosed with cancer by public health sector laboratories between 2004 and 2014 (n=8479). HIV status was obtained through record linkages and text mining.Primary and secondary outcomesWe determined the spectrum of cancers by HIV status in AYAs. We used multivariable logistic regression to describe the association of cancer in AYAs with HIV, adjusting for age, sex, ethnicity and calendar period. We imputed (post hoc) the HIV status for AYA with unknown HIV status.Results8479 AYAs were diagnosed with cancer, HIV status was known for 45% (n=3812). Of those whose status was known, about half were HIV positive (n=1853). AYAs living with HIV were more likely to have Kaposi’s sarcoma (adjusted OR (aOR) 218, 95% CI 89.9 to 530), cervical cancer (aOR 2.18, 95% CI 1.23 to 3.89), non-Hodgkin’s lymphoma (aOR 2.12, 95% CI 1.69 to 2.66) and anogenital cancers other than cervix (aOR 2.73, 95% CI 1.27 to 5.86) than AYAs without HIV. About 44% (n=1062) of AYAs with HIV-related cancers had not been tested for HIV.ConclusionsTargeted HIV testing for AYAs diagnosed with cancer, followed by immediate start of antiretroviral therapy, screening for cervical precancer and vaccination against human papilloma virus is needed to decrease cancer burden in AYAs living with HIV in South Africa.


2021 ◽  
Vol 8 (1) ◽  
pp. 107
Author(s):  
Ahmad Firman ◽  
Gunawan Bata Ilyas ◽  
Heru Kreshna Reza ◽  
Setyani Dwi Lestari ◽  
Aditya Halim Perdana Kusuma Putra

This study aims to reanalyze and reconfirm the relationships of celebrity endorsements and E-WOM on consumer purchasing intentions and examine the indirect influence of celebrity endorsements and e-WOM and trust as the mediation of purchase intentions. This study is the first in Indonesia to analyze the above mediating relationships. The data are from 100 Instagram users responding to online questionnaires and analyzed with PLS-SEM. The results showed that celebrity endorsement and e-WOM positively influence consumer confidence and purchasing intentions by mediating trust variables. This research highlights the role of influence in creating positive buzzes to the promoted sales.


2021 ◽  
Vol 14 (8) ◽  
pp. 145-158
Author(s):  
Raj Kumar Singh ◽  
Bijay Prasad Kushwaha ◽  
Tushita Chadha ◽  
Vivek Anand Singh

Digital media marketing and celebrity endorsement have a significant impact on consumer purchase intent. The digital media marketing tools give marketers a competitive advantage in influencing customers and driving purchase intent toward their offerings. The study aims to examine the effectiveness of digital media as well as the impact of celebrity endorsements on consumer purchase intentions. The purposive sampling technique was used to collect responses from 523 residents of the tri-city Chandigarh using a structured questionnaire. The findings advocate that celebrity endorsement is a substantial marketing tool for driving consumer purchase intention via digital media platforms. The indirect effect of celebrity endorsement on consumer purchase intention was also significant when digital marketing media was used as a meditating variable. The data analysis and validation of the conceptual framework were carried out using the PLS-SEM. The study's implications are discussed.


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