Influence on International Celebrity Endorsements on Generation Z in Malaysian Advertising

Ong, Jia Xuan (2023) Influence on International Celebrity Endorsements on Generation Z in Malaysian Advertising. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

This research explores the significant impact of international celebrity endorsements on Generation Z consumers within the context of Malaysian advertising. The study delves into the attributes of celebrity influence, including credibility, attractiveness, and congruence with the brand. Focusing on dependent variables such as 'International celebrity,' 'Generation Z,' and 'Malaysian advertising,' the research employs probability sampling, surveying 110 Malaysian youths aged 10 to 28 through online platforms. The findings highlight the substantial role played by international celebrities in shaping Generation Z's purchase intentions and actual buying behavior. Emphasizing the influence of media platforms, particularly social media and search engine marketing, the study underscores the amplifying effect of these endorsements. The research advances understanding in the field of international celebrity endorsements in Malaysian advertising and contributes valuable insights into cognitive and social dynamics. The theoretical frameworks of the Elaboration Likelihood Model, Symbolic Interactionism, Hierarchy of Effect Model, and Third Person Theory are employed to interpret findings, offering marketers valuable information for effectively engaging Generation Z in the Malaysian context. The study concludes with recommendations based on its comprehensive survey outcomes. Keywords: International celebrity endorsements, Generation Z, Malaysian advertising.