| dc.description.abstract | Today, the majority of commercial businesses use celebrity endorsements to
drive adoption of their products, as this is one of the most popular marketing tactics to
motivate customers customers intend to use the product. However, the use of celebrity
endorsements can have a detrimental impact on a company's image and reputation.
Therefore, quantifying the effectiveness of celebrity endorsements in advertising is a
topic of interest to most marketers in many fields.
Furthermore, the Amos, Holmes, and Strutton (2008) model and the Ohanian
(1990) Source Credibility Scale are utilized as consumer reaction models to give a
knowledge of the influence of media on achieving goals connected to the target
customer's usage intention. These models are used to investigate the relationship
between the effects of celebrity endorsers and consumer intentions through
advertising. Among the seven factors utilized in this investigation were attractiveness,
expertise, trustworthiness, performance, expertise, familiarity, likeability, and
congruence.
Many previously published studies show celebrity endorsements and customer
usage intentions across various industries in Vietnam. However, ESport is a potential
and growing market in Vietnam but there are still few research articles and many
limitations. Research articles on celebrity endorsements and purchase intentions in
Vietnam are still quite few and have many limitations. Therefore, the main concern of
this study is the efficiency of celebrity endorsements in the Vietnam eSports market,
specifically Streamer Do Mixi and Lien Quan Mobile. Through the study of Lien
Quan Mobile and young customers, this thesis explains the usefulness of celebrity
endorsement in using intention. To be more explicit, this instance focuses on Streamer
Do Mixi- the brand ambassador of Lien Quan Mobile in April Fool's event 2022.
After three months of investigation, the findings of this study revealed that
expertise, trustworthiness, performance, familiarity, likeability and congruence of
Streamer Do Mixi as endorser have a strong influence on consumer ‟using intention‟
(towards game application). This implies that while these Lien Quan Mobile commercials are effective,
they do have certain downsides. Finally, the researcher will advise Vietnamese firms
in general, and Lien Quan Mobile in particular, on how to properly harness celebrity
endorsement in advertising. | en_US |
