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The impact of social media marketing and celebrity endorsement on consumer behavior
Author(s)
Kyriakou, Anastazia
Advisor(s)
Hadjiphanis, Lycourgos
Abstract
The aim of this study is to show how social media marketing impacts the consumers and their
buying behavior, how business can utilize this tool to create brand awareness and generate
more sales. Social media play a very crucial and decisive role in the people’s lives for the past 10
years and with the right marketing approach companies may reach the consumers more easily
and with significantly less costs through the right use of social media and effective marketing
campaigns. To this effect, the celebrity endorsement can enhance the brand awareness as well
as the purchase intention of the consumers.
buying behavior, how business can utilize this tool to create brand awareness and generate
more sales. Social media play a very crucial and decisive role in the people’s lives for the past 10
years and with the right marketing approach companies may reach the consumers more easily
and with significantly less costs through the right use of social media and effective marketing
campaigns. To this effect, the celebrity endorsement can enhance the brand awareness as well
as the purchase intention of the consumers.
Date Issued
2021-07-06
Department
Publisher
School of Business Administration : Master of Business Administration