Skip to Main Content
 

Global Search Box

 
 
 

ETD Abstract Container

Abstract Header

FACTORS INFLUENCING EFFICACY OF CELEBRITY ENDORSEMENT IN SAUDI ARABIA

Qabur, Ibrahim
http://rave.ohiolink.edu/etdc/view?acc_num=csu1528220206039982

Abstract Details

2018, Master of Applied Communication Theory and Methodology, Cleveland State University, College of Liberal Arts and Social Sciences.
FACTORS INFLUENCING EFFICACY OF CELEBRITY ENDORSEMENT IN SAUDI ARABIA IBRAHIM QABUR ABSTRACT The study investigates factors that influence the efficacy of celebrity endorsement on social media in Saudi Arabia. The study builds upon the findings of research done primarily in East Asia and in the U.S. This research studied how celebrity endorsement via social media influences celebrity followers on brand recognition, purchase decision, support a cause, and overall, celebrity influence. This study’s 911 respondents were selected through the snowball method of sampling. Data was conducted using online survey with Saudi nationals, both in Saudi Arabia and in the United States, on their attitudes towards the credibility of celebrities and their influence. This study commenced after receiving the Cleveland State University Institutional Review Board’s approval of the protocols and informed consent procedures. The data was analyzed using SPSS to test the hypotheses and answer the research questions. The analyses were carried out in two phases. The first phase included a comparison of means to see differences between demographic groups were gender, young adult, and education, extra. The second phase included linear regression model to test how factors suggested developing social media use, social media engagement, product match-up, self-disclosure, and social Identity of celebrity endorsement. The models were fit, and credibility and other factors included predictor influence of celebrity endorsement on brand recognition, purchase decision, and overall, celebrity influence but, support a social cause. Attributes of social media two-way communication (social media engagement) was a significant predictor of celebrity endorsement. The results show that credibility scale was fitted well in Saudi Arabia.
Anup Kumar, Associate Professor (Committee Chair)
Cheryl Bracken, Associate Dean & Professor (Committee Member)
George Ray, Professor (Committee Member)
138 p.
Communication; Marketing; Mass Communications; Mass Media

Recommended Citations

Citations

  • Qabur, I. (2018). FACTORS INFLUENCING EFFICACY OF CELEBRITY ENDORSEMENT IN SAUDI ARABIA [Master's thesis, Cleveland State University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=csu1528220206039982

    APA Style (7th edition)

  • Qabur, Ibrahim. FACTORS INFLUENCING EFFICACY OF CELEBRITY ENDORSEMENT IN SAUDI ARABIA. 2018. Cleveland State University, Master's thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=csu1528220206039982.

    MLA Style (8th edition)

  • Qabur, Ibrahim. "FACTORS INFLUENCING EFFICACY OF CELEBRITY ENDORSEMENT IN SAUDI ARABIA." Master's thesis, Cleveland State University, 2018. http://rave.ohiolink.edu/etdc/view?acc_num=csu1528220206039982

    Chicago Manual of Style (17th edition)

csu1528220206039982
1,246
© 2018, some rights reserved.Creative Commons License FACTORS INFLUENCING EFFICACY OF CELEBRITY ENDORSEMENT IN SAUDI ARABIA by Ibrahim Qabur is licensed under a Creative Commons Attribution-NonCommercial-NoDerivs 3.0 Unported License. Based on a work at etd.ohiolink.edu.
This open access ETD is published by Cleveland State University and OhioLINK.