| dc.description.abstract | Celebrity endorsement is one of the most effective marketing methods that uses celebrities to represent for the brand. The main reason why this method is preferred is because celebrities have a huge influence on the public thanks to their popularity. They can be used as endorsers or ambassadors to introduce, promote, and attract public attention to products or services.
Since the evolution Web 2.0 with the increase of social media is making a revolution to almost all aspects of daily life, it is changing the operation of marketing and creating thousands of brand new definitions and concepts in marketing. There are some people build a certain number of followers by taking advantage of the power of social networking. Often, these people build and deliver valuable content on their own channel / page. Then other social network users receive those valuable content and start following them to get similar content. Gradually, their site or channel has thousands of followers and interactions every day. These people are called influencers on social networks. Those social media influencers who has a relatively small number of follower are often called micro-influencers.
Many previous studies have long studied the impact of celebrity endorsement on marketing activities, consumers‘ attitude and behavior (Spry and Pappu, 2011; Byrne et al. 2003; Rojek, 2001; Erdogan, 1999). However, few of those research investigates the relationships among the endorser‘s credibility, ad credibility and consumers‘ attitude toward the ad and the brand. The research of Muda et al. (2013) is one of the first ones to study the impact of celebrity endorsement on advertising effectiveness - adapted the research model of Shirm (2008). The study conducted by Muda et al. (2013) aims to understand the effect of traditional celebrity endorsement on advertising effectiveness in the case that celebrity is an entrepreneur and she endorses for her own product.
The research‘s model of this study is adapted from the model of Muda et al. (2013). The case of an endorser that is unlike the traditional celebrity, called micro-influencer is taken to study. The main purpose of this study is to figure whether micro-influencer has a significant impact on the consumers‘ attitude and behavior, using the case of Chloe Nguyen
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beauty blogger as an endorser in Maybelline advertisement. After nearly four months of collecting and analyzing data of over three hundred responds, the results show that Chole Nguyen endorsement for Maybelline has positive impact on consumers‘ attitude toward Maybelline‘s ad and brand, which eventually affect their intention to buy Maybelline cosmetic products. The finding of this study can contribute to research about impact of endorsers on advertising activities. Moreover, it can also give many empirical suggestions for marketers when making decisions about effectively choosing the right endorser and using them in advertising. | en_US |
