Measuring the Impact of Celebrity Endorser Attributes on Private University Students’ Behavioral Intention
Abstract This paper seeks to measure the impact of celebrity endorser attributes on Egyptian private university students’ attitude towards advertisements and whether this attitude will lead to their behavioral intention. Quantitative research techniques were used to test consumer responses to celebrity endorsement of donating money and purchasing of products. Celebrity credibility has the most significant relationship with attitude towards the advertisement, in both the for-profit or not-for-profit sector. Celebrity attractiveness has the least contribution to attitude towards the ad, and is insignificant in the not-for-profit context. Finally, attitude towards the advertisement has a weak relationship with purchase and donation intention. This paper builds on previous work in the field, but proposes a comprehensive model for measuring the effect of celebrity attributes in both for-profit and not-for profit sectors in parallel among private university students in Egypt. The sampling decisions and the use of only an actor as a celebrity are the main limitations of the study. Different sampling methods, a different sample group, and using different types of celebrities are recommended for future studies. This paper gives a comprehensive view of celebrity attribute effects, combining attributes mentioned in previous literature and using the most popular attributes to develop the conceptual framework. This framework is applied to two contexts – not-for-profit and for-profit sectors – indicating a comparison of celebrity advertising in the two sectors. This paper also addresses a less explored region – Egypt, making it useful for future reference when addressing the topic in Egypt and the Middle East.
Exploring the Elements That Create Appeal to Touristic Websites and Social Media
Abstract The objective of this study is to explore factors which influence traveler’s evaluations of touristic website and social media. Facebook, Twitter, YouTube, and other social platforms allows tourists to easily share and depend on word-of-mouth, opinions, recommendations, and suggestions during raveling. Further, social media provides guidance regarding various destinations, accommodations, restaurants, and attractions. A qualitative research was conducted. According to the qualitative analysis, the respondents in this study consider social media appealing because the information provided allows travelers to plan their trips without worry due to the reliance of other travelers’ reviews. The website’s virtual existence, available published content variety, and social networking make the social media to be appealed. This paper provides useful information which is needed for the promotion of tourism services through the usage of social media. It offers practical help to tourism planners and marketers in Egypt to understand the concept of social media desirability.
Beliefs about the Use of Instagram: An Exploratory Study
Abstract Given the rapid technological advancement, social media and communication devices continue to grow exponentially. Hence, social networking has become a major communication method in contemporary society. As a mobile application, Instagram has been widely used for personal reasons as well as business activities. Due to the lack of literature in understanding why people use Instagram in emerging markets, the present study serves as groundwork to explore the subject matter in Malaysia. The theory of reasoned action (TRA) was adapted so as to provide theoretical base to explain specific beliefs about Instagram. This provides better understanding of attitude and usage behavior towards Instagram. Qualitative method was adopted by means of personal interview in order to elicit belief factors about Instagram. Thirty-four interviews were conducted on the basis of data replicability, and all transcriptions were subsequently analyzed using content analysis. Results indicate that behavioral beliefs about Instagram are composed of five factors, and they are labeled as personal gratification, features usefulness, socializing role, product information and entertainment. Normative beliefs, in turn, are made up by six factors, and they are labeled as siblings, relatives, close friends/peers, friends in general, Facebook friends, and application reviewers. This exploratory study contributes a fundamental knowledge about Instagram and social networking communication with a theoretical stance. From managerial standpoint, it also elucidates the effect of communication manner and people from the same age-group on adopting the product.