MODERATING ROLE OF THE MEDIA IN CELEBRITY ENDORSEMENT AND PRODUCT ADOPTION

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DOI:

https://doi.org/10.37335/ijek.v11i2.206

Abstract

This study aims to extend knowledge by linking celebrity endorsement to the adoption theory by examining the role of the media as a moderating factor. This adds value to the present knowledge of celebrity endorsement literature and further explains the media's role in the relationship. The research adopted a quantitative methodology approach. Questionnaires were used to collect the data. Having taken 500 responses from respondents, including 30 Business Executives and 470 consumers. Both stratified and simple random sampling methods were used to select the business executives and consumers, respectively. The study used a test moderation approach for the analysis of the data. The outcome of the study has proved that for an endorsement to be effective, it depends on the vibrancy of the media used that are mostly used by the targeted audience. The results suggest that if the right medium and the appropriate vehicles are used to convey messages, then the effectiveness of endorsement promo is ensured. The study found that Celebrity endorsement could be used to speed up the acceptance of products and services successfully through media moderation. This creates awareness in the communities, which comes through social learning from each other. It was revealed that media could alter and make consumers adjust their behavior towards accepting such endorsed brands, which would result in adoption. The multiplicity of the media has made the social system more cohesive and interactive and has accelerated the time taken for the spread of endorsed product information, which has improved adopters’ access to information. Management should note that the media platform drives the circulation of product and service information because it creates community awareness. This adds value to the present knowledge of celebrity endorsement literature and further explains the media's role in the relationship. Celebrity endorsement and adoption models were applied to capture media influence on customers' behavior towards endorsed products and service acceptance.

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Author Biographies

Jacob Odei Addo, Faculty of Business Studies, Takoradi Technical University, Department of Marketing & Strategy, Takoradi, Ghana

Dr. Jacob Addo is currently a senior lecturer and the head of the Department of Marketing and Strategy at Takoradi Technical University, Ghana. He is an accomplished academician and author with an urge for publications across many fields. He holds a PhD in Marketing from the Open University of Malaysia (OUM).  He has a devised portfolio of published works, which can be found on Academia edu. These works showcase the author's versatility and ability to explore various subjects. His areas of research are social marketing and digital marketing, among others.

Solomon Abekah Keelson, Faculty of Business Studies, Takoradi Technical University, Department of Marketing & Strategy, Takoradi, Ghana

Solomon Abekah Keelson is an Associate Professor of Marketing and Strategy at the Business Faculty of Takoradi Technical University, Ghana. He holds a PhD in Marketing and Strategy from Open University, Malaysia, an MBA in Marketing, and a Bachelor of Arts in Economics from the University of Cape Coast, Ghana. Prof Keelson also holds a professional certificate in Marketing from the Chartered Institute of Marketing UK. He is a Chartered Marketing - UK and Ghana member and a fellow of the Chartered Institute of Management Consultants. Keelson is a renowned academic with several publications and taught for over 25 years. He has also worked as the thesis Assessor (internationally and externally) for various tertiary institutions in Ghana and other countries. Keelson has also gotten industry experience from working with the Electricity Company of Ghana for about ten years and consulting for companies such as Ghana Rubber Estate and Laine Service. He is currently the Dean of the Faculty of Business at Takoradi Technical University.

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Published

2023-12-29

How to Cite

Odei Addo, J., & Keelson, S. A. . (2023). MODERATING ROLE OF THE MEDIA IN CELEBRITY ENDORSEMENT AND PRODUCT ADOPTION. International Journal of Entrepreneurial Knowledge, 11(2), 109–126. https://doi.org/10.37335/ijek.v11i2.206

Issue

Vol. 11 No. 2 (2023): International Journal of Entrepreneurial Knowledge

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Articles

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