A Comparison Study of Online and Offline Media on Advertising Effects of Celebrity Endorsement- Focus on Bangladesh SNS Users -
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SNS is considered very important as a communication tool with consumers, and companies are actively using to build and maintain relationships with customers. This study compared how the effects of celebrity advertising models on consumer behavior differed between print advertisements and SNS advertisements for Bangladeshi consumers, where SNS usage is rapidly increasing. To measure consumers' brand attitudes and memorability, a mobile phone brand called "Handy", which is not on the market, was created and used as a questionnaire stimulus. The same celebrity and advertisement were used for each media, and SNS media also showed the celebrity endorsers fan page feeds. Data were collected from a total of 200 respondents and the advertising effects of celebrities were compared by media. The analysis results are as follows. Firstly, trustworthiness of celebrities have positive effects on brand attitude. Secondly, attractiveness, expertise of celebrities have positive influences on brand memorability. Thirdly, the positive effect of celebrity models on brand attitude and memorability was greater in SNS media than in print media. Fourthly, trustworthiness had a greater effect on the brand attitude of the SNS media than the print media. Finally, in the relationship between expertise and brand memorability, the effect of SNS media was greater than that of print media.
Abstract
SNS is considered very important as a communication tool with consumers, and companies are actively using to build and maintain relationships with customers. This study compared how the effects of celebrity advertising models on consumer behavior differed between print advertisements and SNS advertisements for Bangladeshi consumers, where SNS usage is rapidly increasing. To measure consumers' brand attitudes and memorability, a mobile phone brand called "Handy", which is not on the market, was created and used as a questionnaire stimulus. The same celebrity and advertisement were used for each media, and SNS media also showed the celebrity endorsers fan page feeds. Data were collected from a total of 200 respondents and the advertising effects of celebrities were compared by media. The analysis results are as follows. Firstly, trustworthiness of celebrities have positive effects on brand attitude. Secondly, attractiveness, expertise of celebrities have positive influences on brand memorability. Thirdly, the positive effect of celebrity models on brand attitude and memorability was greater in SNS media than in print media. Fourthly, trustworthiness had a greater effect on the brand attitude of the SNS media than the print media. Finally, in the relationship between expertise and brand memorability, the effect of SNS media was greater than that of print media.
참고문헌 (16)
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