Impact of Celebrity Advertising on Purchase Intention among Young Adults

Chong, Zhi Qing (2021) Impact of Celebrity Advertising on Purchase Intention among Young Adults. Final Year Project (Bachelor), Tunku Abdul Rahman University College.

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Abstract

The purpose of this research is to examine the impact of celebrity spokesperson in advertising towards young adults’ purchase intention. At the same time, young adults’ preference for celebrity spokesperson in terms of nationality was examined while investigating if the nationality of celebrity spokesperson will affect their brand selection or not. Researcher conducted this research with quantitative research method, which is online survey. By using the purposive non-probability method, 100 young adult respondents from Klang Valley were selected as the sample of this research. The results from this study showed that celebrity spokesperson in advertising does bring positive impact which includes brand and product awareness, brand recall, purchase intention and positive perception towards brand and product among young adults. The other interesting findings from this study are the nationality of the spokesperson does matter in young adults’ brand selection. Majority of young adults adore advertisement with Asian celebrity and when the spokesperson is changed to a celebrity of different nationality, they will change their brand selection as well. Overall, this research is useful for marketers who wish to target young adults to know that celebrity spokesperson is highly suggested to be part of their advertisement or marketing campaign to increase the effectiveness and young adults’ purchase intention.