The Influence of Celebrity Endorsement in New Balance Advertisements on Malaysia Generation Z's Attitude through Facebook and Instagram Advertising

Tan, Ann Chee (2024) The Influence of Celebrity Endorsement in New Balance Advertisements on Malaysia Generation Z's Attitude through Facebook and Instagram Advertising. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

With an emphasis on the worlds of Facebook and Instagram advertising, this research explores the tremendous effect of celebrity endorsements inside New Balance adverts on the views of Malaysia's Generation Z. The dynamics of brand promotion have changed as a result of the growth of social media platforms, making it crucial to analyse the impact of celebrity endorsements within this digital environment. This research uses a quantitative research method to examine how Generation Z views celebrity endorsements, how they feel about New Balance products in general, and how well Facebook and Instagram advertising influence their purchasing behaviour. It will collect the data from a diverse cross-section of Malaysian members of Generation Z by using the online survey questionnaire. The data is collected from the 100 qualified Malaysia Generation Z via Google Form. Based on the findings, celebrity endorsement featuring in the New Balance advertisement is able to influence the Malaysia Generation Z attitude toward the brand through Facebook and Instagram. Aside from that, the findings also indicate that Malaysia Generation Z are more likely to use social media platforms such as Facebook and Instagram for their daily life and they are aware of encountering New Balance advertisements that are featuring celebrity endorsement in the social media. Moreover, there are some factors that created from the celebrity endorsement and the New Balance can influence the Malaysia Generation Z attitude, such as the trustability, likability, relevance between celebrity endorsement and product, personal identification with endorser and also the quality of the product. As a result, this research is helpful for the advertisers and marketers to understand the Malaysia Generation Z well as this research is on the influence of celebrity endorsement on Malaysia Generation Z attitude and the effectiveness of Facebook and Instagram advertisement to transmit the message to them