CONSUMER BUYING BEHAVIOUR OF YOUNG ADULTS AND THEIR ATTITUDE TOWARDS CELEBRITY ENDORSEMENT IN ADVERTISEMENT

Abstract

Advertisement is an important tool used by marketers and advertisers in a persuasive way to promote and make known of their goods and services (Chittithaworn, Islam, & Thooksoon, 2011). It is a form of communication which is intended to persuade its audience to make up their mind in purchasing the advertised products or services. Besides that, it also acts as an information service tool which is used to provide and transfer information to the consumers regarding products or services. Aside from that, advertisement can be an effective medium to communicate ideas to a large amount of consumers and convince them to take certain actions or to take up habits. For example, promoting healthy eating habit or encouraging environmentally friendly behaviour to consumers.
Along with the increasingly modern and high technology era, advertisements can be found in any form and anywhere. Various forms of advertisements such as printed advertisements found in newspaper, magazines and flyers, broadcasting advertisements found in TV and radio, cell phone or mobile phone advertisements, and online advertisements are broadly used to reach the audience from different places and boundaries in the world. According to a traditional hierarchy-of-effects model, advertising can bring effect leading to brand cognition and cognition about the ad advertised, this will then lead to the attitude of audiences towards the advertisement and the brand until their purchase intent (Mendelson & Bolls, 2002).