| dc.description.abstract | Considering the fact that Vietnam is a highly celebrity-obssessed society and
Facebook is currently the number 1 social networking site in Vietnam with over 20
million daily users, using celebrities to promote products or service on Facebook has
become a widely used marketing tool. Celebrities are usually paid by brands to write
Facebook posts introducing or recommending a certain product or service to their
fans/followers. However, this method has also received a lot of backlash from
customers since they believe that they are being fooled or tricked by the celebrities
and that these advertisement Facebook posts should be taken with a grain of salt.
Meanwhile, brands have to pay very high amount of money just for one advertisement
post from one celebrity. Therefore, understanding exactly the true nature and the
impacts of using celebrities to promote on Facebook on customers’ attitude can help
brands utilize this method more wisely and effectively.
In this research, the case of Chi Pu’s advertisement posts on Facebook and
female university students is the main focus. The conceptual framework and
questionnaire are developed based on existing literature about celebrity endorsement
and customers’ attitude toward Facebook advertisement. The independent factors:
expertise, trustworthiness, similarity, likeability, attractiveness, credibility,
informativeness and irritation were proposed to have influence on customers’ brand
attitude through their attitude toward the advertisement. 252 finished questionnaires
were valid for further analysis. According to the result, customers do not find
advertisement Facebook posts by Chi Pu trustworthy but they think these posts are a
convenient source of information, keeping them up-to-date with new products in the
market. The advertisement posts are more effective and more welcomed by customers
if they are written by a celebrity who they consider attractive, likeable and similar to
them. Moreover, the posts also have to be perceived as credible and informative by
customers to be deemed persuasive. As a result, when using this kind of Facebook
advertising, brands need to clearly understand their target audience in order to figure
out new and exciting ways to make their advertising messages more effective. | en_US |
