Moderating Factors of Celebrity Endorsement on Diffusion

Jacob Odei Addo

Moderating Factors of Celebrity Endorsement on Diffusion

Jacob Odei Addo * §

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§ Takoradi Polytechnic, Takoradi, Ghana

Moderating Factors of Celebrity Endorsement on Diffusion

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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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Funding

No external funding was declared for this work.

Conflict of Interest

The authors declare no conflict of interest.

Ethical Approval

No ethics committee approval was required for this article type.

Data Availability

Not applicable for this article.

How to Cite This Article

Jacob Addo. 2016. "Moderating Factors of Celebrity Endorsement on Diffusion". Global Journal of Management and Business Research, Global Journal of Management and Business Research - E: Marketing GJMBR-E Volume 16 (GJMBR Volume 16 Issue E1).

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GJMBR Volume 16 Issue E1

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Journal Specifications

Crossref Journal DOI 10.17406/GJMBR

Print ISSN 0975-5853

e-ISSN 2249-4588

Keywords

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Classification

GJMBR-E Classification JEL Code: M30

Submission ReceivedDecember 7, 2015
Peer Review Double Blind
Handling Editor
Accepted January 2, 2016
Published January 15, 2016

Version of record

v1.2

Issue date

April 10, 2016

Language

English

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Article Matrices

Total Score: 148

Country: Ghana

Subject: Global Journal of Management and Business Research

Authors: Jacob Odei Addo (PhD/Dr. count: 0)

View Count (all-time): 319

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Publish Date: 2016 01, Fri

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