Investigating the impact of celebrity endorsements on customer using intention towards Zalo application
Abstract
The practice of celebrity endorsements has proliferated over time. Now days it has
become a pervasive element of advertising industry. Celebrity endorsement is a very popular
mean of advertising nowadays in Vietnam. Marketers use celebrity endorsers to influence the
purchase decision of consumers in order to increase their sales and extend their market shares.
However, there have been few researches conducted on the field of celebrity endorsement in
Vietnam. Therefore, this research is conducted to explore the impact of celebrity endorsements
on consumer behavior.
This dissertation focuses on identifying factors related to celebrity attribute that
have impact of customer intention and examining the impact level of each factor on customers’
using intention in the specific case of Zalo, a popular and widely used online messaging
application in Vietnam.
This project begins with the review of existing literature available on celebrity
endorsements, which provides an insight into the research topic and clarifies many important
aspects related to the subject. Quantitative and qualitative method is used for this research
project to investigate the perceptions of the consumer, attributes and its subsequent impact on
purchase intention. The data is collected through a questionnaire and later analyzed using the
data analysis software program SPSS.
It was proven in this research that factors including celebrities’ attractiveness,
trustworthiness, expertise and the congruence between the celebrity and the product being
endorsed have impact on customers’ using intention towards Zalo applications. The level of
impact each factor has on customers’ intention to use the product is also discussed in the study.