Lecture Notes in Education Psychology and Public Media
- The Open Access Proceedings Series for Conferences
Lecture Notes in Education Psychology and Public Media
Vol. 32, 20 December 2023
Open
Access | Article
The Impact of Chinese Celebrity Endorsements on Chinese Consumers' Purchasing Intentions
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Abstract
In recent years, with the continuous development of the commodity economy, various industries have begun to use the marketing strategy of celebrity endorsement. Idol worship has existed since ancient times, and the meaning of idols has also changed with the changes of the times. Idols have a positive role in providing people with imitation and spiritual power. Famous film and television actors, singers, and social celebrities have developed celebrity endorsements, covering all aspects of life. Major social media and our daily necessities all have celebrity endorsements and promotional information about celebrity endorsements shown on streets and alleys. In the economic era of brand competition, companies choose celebrity endorsements to create product profits. These are all based on the fact that most people have a specific interest and attention to celebrities and want to learn from and imitate the idols they admire in their hearts. This study starts from the perspective of consumers and studies the impact of celebrity endorsements on consumers' purchasing intentions and attitudes through reading relevant literature and combining it with a questionnaire survey. Consumers will choose whether to purchase the product based on the celebrity's own reputation, and most celebrities will also choose the products they endorse in order to improve their commercial value.
Keywords
Celebrity Endorsement, Purchase Intention, Brand Attitude
References
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3. Gai, M. Z.(2017). Comparative Study on the Impact of Entrepreneur Endorsement and Star Endorsement on Brand Equity (Master's Thesis, Shandong University).
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5. Shi, F. P. (2022). Research on the Impact of celebrity endorsements and internet celebrity endorsements on Consumer Purchase Intention (Doctoral Dissertation, Wuhan University).
6. Rosie, A. (2019). Research on the Impact of Sports Star Endorsement on Consumer Purchase Intention (Master's Thesis, Guangdong University of Foreign Studies).
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Data Availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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- Volume Title
- Proceedings of the International Conference on Global Politics and Socio-Humanities
- ISBN (Print)
- 978-1-83558-243-5
- ISBN (Online)
- 978-1-83558-244-2
- Published Date
- 20 December 2023
- Series
- Lecture Notes in Education Psychology and Public Media
- ISSN (Print)
- 2753-7048
- ISSN (Online)
- 2753-7056
- DOI
- 10.54254/2753-7048/32/20230646
- Copyright
- 20 December 2023
- Open Access
- This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited