Journal of Marketing Management

Impact of Celebrity Endorsement on Consumer Buying Behavior in Saudi Society. A Cross-Sectional Study from Jeddah, KSA, 2018.
Mona Matar Aldajani, Manal M. Al Daajani. MBBS

Abstract
Marketing is a vital activity with a high degree of importance for all organizations. A descriptive cross-sectional study conducted to collect data from the respondents who are likely to have witnessed the celebrity endorsements who are prone to frequent shopping. A random sample of 120 individuals was chosen with a response rate of (83.3%).We aimed to report on the behavior of the participants towards celebrity endorsement on buying goods and the impact of it in the decision of buying. The majority of the respondents were female, between 25 and 30 years, Saudis national, singles, and most of them had a bachelor degree along with a monthly income between 10,000 and 15000. Most of the respondents spend 2 to 4 hours a day on Social Media. It is clear that higher attractiveness of celebrity positively impacts the customer‟s perception about the advisor and its products, and also we noticed the higher attractiveness of celebrity encourages consumers to buy the product. Using celebrity endorsement to promote the image of a brand or to sell a product is therefore done with the presumption that consumers can be convinced to buy the products endorsed by their favorite celebrities.

Full Text: PDF     DOI: 10.15640/jmm.v7n2a5