Write here your preliminary Research Question(RQ, including sub-questions if applicable).  

1. Write here your preliminary Research Question(RQ, including sub-questions if applicable).  

What are the effects of using celebrities compared to lack of using them on advertisements on the consumers’ purchase intention, attitude towards the ad & the brand?

Are consumers more likely to buy products that use celebrities in advertisements? Why? Why not?

2. Write here your Methods Section. Make sure your search results can be replicated exactly.

To amicably answer our research question, articles were searched for on the Web of Sciences and google scholar. Using Ulrich’s periodical directory, useful and credible articles on the impacts of the input (using celebrities on advertisements) on customer comprehension, attitude towards the ad, and the brand were reviewed. The articles constituted of peer-reviewed journals published anytime. The wide base of research was utilized to get a comprehensive view of the effect of celeb use in persuasive advertisements and address the three output factors.

3. Insert here your Reference listin APA, consisting of at least five original experimental research articles on your topic (but, preferably, all eight articles).

Make sure to include a screenshot of the original paper’s abstract so that your teacher can inspect the article.

References

Zipporah, M. M., & Mberia, H. K. (2014). The effects of celebrity endorsement in advertisements. International Journal of Academic Research in Economics and Management Sciences, 3(5), 178.

Hung, K., Chan, K. W., & Caleb, H. T. (2011). Assessing celebrity endorsement effects in China: A consumer-celebrity relational approach. Journal of advertising research, 51(4), 608-623.

ALAWADHİ, R., & ÖRS, M (2020). Effect of Celebrity Endorsement Endorsement on Consumers Purchase Intention in the Mediation Effect of Brand Image1.

Nordström, L., & Pannula, R. (2020). Under the influence: A quantitative study about social media influencers’ different attributes effect on online purchase intent.

Usman, O., & Qonita, S. (2019).

The Effect of Celebrity Endorser, Brand Image, Brand Awareness, and Social Media to Purchase Intentions. Brand Image, Brand Awareness, and Social Media to Purchase Intentions (December 31, 2019).

Ningrat, A. A. P. N. S., & Yasa, N. N. K. The Effect of Advertising and Celebrity Endorsement on Purchase Intention with Brand Awareness as Intervening Variable.

Ferguson, J. L., & Mohan, M. (2020).Use of celebrity and non-celebrity persons in B2B advertisements: Effects on attention, recall, and hedonic and utilitarian attitudes. Industrial Marketing Management, 89, 594-604.

4. Fill out the McGuire Matrix below for one output factor using the results from at least five articlesusing information from the articles’ abstract, method section, and tables/figures. The input factor corresponds with the independent variable (IV, consisting of at minimum an experimental condition and a comparison/control condition) in the article. The output factor corresponds to one of the dependent variables (DV). Ensure the in- and output factors in the matrix below match the factors mentioned in your RQ. Also, make sure that more or less similar comparisons between conditions are made (or two variations at most), otherwise, the results of the eight studies are incomparable.

If the output factor is only tested in three of your five/eight articles, this is fine. Mark the cells of the other articles with a dash “-” then.

Only describe results in the matrix below that were revealed by the experiment(s) in the articles themselves and relevant for your RQ. Do not include results that describe previous or future findings (e.g., results mentioned in the introduction, theoretical framework or discussion)

When you encounter a moderation (=interaction= Is there another variable that is manipulated or measured that influences the relation between the IV and the DV? The variable interacts with the IV to influence the DV) or mediation (Is there another variable that explains why the IV has an effect on the DV? It is the underlying process of the relation between the IV and the DV) effect, note that this is a highly relevant result and incorporate it in the table below.

In the Total Effect Colum, summarize the effect of your input factor on your output factor.