Abstract

The main purpose of this study is to investigate consumer attitudes regarding celebrity endorsement in different types of media in Egypt, and presents guidance to advertising specialists and creators to enhance the value of celebrity-based advertising. The study was based on an empirical research approach, which used a convenience sample of 355 respondents, drawn from different age groups, educational level, income level and residential areas. The data was analyzed by a variety of statistical techniques, such as Descriptive analysis, Frequency analysis, t-Test, and ANOVA. The main findings revealed that Egyptians respondents were in general interested in celebrity endorsement advertisements, as the majority of them admitted its attractiveness; however, they did not find it enough convincing in terms of purchasing behavior. The study recommended reconsidering the use and choice of celebrities in advertising within the context of the Egyptian culture. The study also recommends further research to investigate this issue in more depth in Egypt. The study suggested some other recommendations in light of the findings.

Department

Journalism & Mass Communication Department

Degree Name

MA in Journalism & Mass Communication

Date of Award

6-1-2011

Online Submission Date

June 2011

First Advisor

Abdulla, Rasha

Document Type

Thesis

Extent

NA

Library of Congress Subject Heading 1

Advertising -- Egypt.

Library of Congress Subject Heading 2

Endorsements in advertising -- Egypt.

Rights

The author retains all rights with regard to copyright. The author certifies that written permission from the owner(s) of third-party copyrighted matter included in the thesis, dissertation, paper, or record of study has been obtained. The author further certifies that IRB approval has been obtained for this thesis, or that IRB approval is not necessary for this thesis. Insofar as this thesis, dissertation, paper, or record of study is an educational record as defined in the Family Educational Rights and Privacy Act (FERPA) (20 USC 1232g), the author has granted consent to disclosure of it to anyone who requests a copy.

IRB

Not necessary for this item

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