Moderating Factors of Celebrity Endorsement on Diffusion
Keywords:
moderating, factors, celebrity, endorsement, diffusion
Abstract
Celebrity endorsement (CE) could not have been successful and attained such popularity had it not been some moderating factors which have facilitated its success rate of impacting on diffusion of products and services throughout societies, communities and markets all over the world. This paper focus is on findings from a research project that reflected upon the moderating factors which have facilitated the success rate of Celebrity endorsement (CE) and how it has impacted on diffusion. The study was undertaken to reflect upon the rate at which moderating factors have aided CE which have enhanced and transformed social interactions and have quickened communication within, between and among societies hence spreading information faster and easier throughout communities. CE was applied to capture Customers and Business Executives experiences on using Celebrity Endorsers which provided a basis for observation and reflection. The research adopted both quantitative and qualitative methodology. Questionnaires were used to collect the data. The study surveyed 30 Business Executives.
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2016-03-21
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