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CELEBRITIES VS SOCIAL MEDIA INFLUENCERS: ADVERTISING EFFECTIVENESS

CHAPTER I

THE PROBLEM AND ITS BACKGROUND

Most of us have become accustomed to admiring celebrities. Celebrities (“they” for more
flexibility/less repetition?) are well-known due to their talent recognition (I think talent
alone is okay), such as acting and singing. Having prominent celebrities advertise or
endorse (this can be omitted as you are using “endorse” below already) a product can be
a powerful and strong tool in the purchase decision-making process of a consumer. If a
customer is a fan, they appear to place a higher value on things that celebrities endorse.
Celebrities can utilize their fame and status to promote their products or services to a new
or wider audience. According to Hashaw (2019), celebrities can shine and cast a bright
spotlight on all types of businesses or enterprises, which is why they are sought after by a
wide variety of companies to advertise their products and services.

Nowadays, with the rise of social media, brands are starting to take interest in the
marketing opportunities. In marketing campaigns many brands are taking risk (take a risk/
risks) or relying more to (“rely on”) the influencers than the celebrities (Shane Barker,

2018). Celebrities and influencers have a massive social following. Brands have come to
the realization that they can still get (“promote” might be better) their products for far less
money by using social media influencers. Influencers build a brand reputation on social
media platforms such as Youtube, Facebook and Instagram. Social media platforms

(“These communities” for less repetition) have not only become part of people’s
everyday lives, for entertainment to connect with family and friends, new sources
(parallelism when you make a list; suggested replacement: “as means of entertainment,
social contact, or news update”), but they have also become an important advertising
channel for many companies (Jung, 2017).

Nowadays, consumers are increasingly turning to celebrities and influencers for a

(advice is uncountable, thus “a” needs to be removed) product advice (De Veirman,
Cauberghe and Huddens, 2017). One of the best features to create a connection between
customers and brands are the social media influencers. People ask them for advice, tips,
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CELEBRITIES VS SOCIAL MEDIA INFLUENCERS: ADVERTISING EFFECTIVENESS

and recommendations regarding consumer products. They also provide insight into their
personal lives and interact with their followers. Responding to messages, giving their
opinions on products that create a relationship and generate trust between the consumer
and influencer. Lee and Watkins (2016), showed that vloggers positively affect consumer
purchase intention on brands, product and services promoted in their vlogs as reliable
sources of information. Some are sponsored by the brands, but their giving their honest
opinion and is not being paid to do so. Comparing the advertising effectiveness of
celebrity endorsements vs social media influencers can understand your target market.
The way they are executed and how they influence their target is different.

For some issue, consumers tend to feel more obligated to make a purchase from
someone they might trust, relate to, or idolize. Celebrities have mass appeal and fans, yet
they are not experts in the type of products they are promoting. Influencers have a more
significant impact on advertising effectiveness in terms of attitude toward the advertised
product. Uzunoglu and Kip (2014), found that social media influencers, particularly on
vloggers seems trustworthy by posting about certain brands they demonstrate that they
have tried the products and may convince them to purchase their products they endorsing
than celebrity endorsements (try to use other words). Influencers, tend to present
themselves as they are. They've managed to build their influence by being real, by being
themselves (Mediakix, 2020). As result, people can relate to them more than they can
relate to celebrities.

This study aims to help the future business and marketing community to
understand the importance of advertising as well to directly compare celebrity and
influencer endorsements in terms of their advertising effectiveness. This study will help
marketers in making the right choice of who is to choose when it comes to endorsing
advertisements as well as considering how far advertisement will be affected. This will
proclaim who’s the most these two have efficiency on customer purchasing behavior.

This study can help those customers, business and future researchers that has an
aim to find the differences of the both said advertiser. This may help marketers to
evaluate which of these two is more satisfying when it comes in advertising. This will
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CELEBRITIES VS SOCIAL MEDIA INFLUENCERS: ADVERTISING EFFECTIVENESS

also serve as a guide to have a well-developed marketing strategy to target customers.

This study can help to determine what types of marketing is good fit for the business.

[The last 2 paragraphs are quite fading in ideas in my humble opinion. Try to vary
your language use to keep it short, simple, straightforward, captivating and convincing]

Statement of the Problem

This study aims to answer the following questions to determine the difference in
advertising effectiveness between famous TV celebrities and social media influencer.

1. How may the profile of the respondents be assessed in terms of?

• Age

• Gender
• Frequency of social media use
2. How may the respondents assess famous TV celebrities in terms of advertising?
• Credibility
• Attractiveness
• Trustworthiness
• Attitude
• Expertise
3. How may the respondents assess social media influencer in terms of advertising?
• Credibility
• Attractiveness
• Trustworthiness
• Attitude
• Expertise
4. Is there a difference between famous TV celebrities and social media influencer in
terms of advertising effectiveness?
5. Based on the findings, what recommendation could be made?

Hypothesis

Ho: There is no significant difference between famous TV celebrities and social

media influencers in terms of advertising effectiveness.
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CELEBRITIES VS SOCIAL MEDIA INFLUENCERS: ADVERTISING EFFECTIVENESS

Ha: There is a significant difference between famous TV celebrities and social

media influencers in terms of advertising effectiveness.

Significance of the Study

This study will be conducted in order to gain knowledge, information regarding

on the effectiveness of advertising between famous TV celebrities and social media
influencers.

• Businesses: This study will help business owners to determine what types of
marketing strategy is good for the business to target customers.

• Consumers: This study will help the consumers to have knowledge which of
these two types of endorsers between famous TV celebrities and social media
influencers on choosing a product that is most likely effective.
• Sellers: This study will help the sellers to examine if consumers are more likely
to purchase a product endorsed by celebrities or a social media influencer.
• Future Researcher: This study will help the future researchers to have some
ideas about the advertising effectiveness between celebrities and social media
influencers that will help them to have a better understanding of what viewers are
looking for.

Scope and Delimitation

Due to the coronavirus pandemic, students are out of the classroom whereby,
teaching is undertaken remotely on digital platforms. Covid-19 pandemic has become a
global issue and to prevent the virus from further spreading students need to stay at home
for their safety. Therefore, the researcher will compose an online survey and it will be
distributed to different respondents from ABM students from the Philippines through
internet platforms (Google Form) regarding the advertising effectiveness between famous
Television Celebrities and Social Media Influencers. The respondents will be informed
and assured that the data to be gathered are primarily concerned for marketing purposes.
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CELEBRITIES VS SOCIAL MEDIA INFLUENCERS: ADVERTISING EFFECTIVENESS

Definition of Terms

• Advertisement- is the action of calling public attention to an idea, good, or

service to inform people about something or to influence them to buy or try
something through paid announcements by an identified sponsor (Pahwa, 2020).
• Endorsement- it is a form of advertising who command a high degree of
recognition, trust, respect or awareness amongst the people from famous
personalities or celebrities (Benneth and Coleman, 2020).
• Television Celebrities - these are the people, who appear often on the screen of
our TV, about whom we read in the newspapers, and whom we follow on the
social networks. They are well-known people and it can make a brand stand out
(Hashaw, 2019).

• Social Media Influencers- These are the people, brands, and personalities online
that people trust. They are passionate individuals who develop and share their
experiences and opinions on the social media for all to see. They can develop an
important symbiotic relationship with the audience to spread their messages
(Dean, 2015).
• Credibility- it is the quality of being worthy of belief and trust (Triple crown
leadership, 2020).
• Expertise- the one who has acquired a special skill in or knowledge of a
particular subject through practice, extensive learning or implicit training
(Liberman,2013).

Acronyms

Below are the acronyms that the researcher used to shorten some of lengthy words.

Ads- Advertisement

TV- Television

SMI- Social Media Influencers

FTVC- Famous TV Celebrities

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CELEBRITIES VS SOCIAL MEDIA INFLUENCERS: ADVERTISING EFFECTIVENESS

ABM- Accountancy, Business and Management

References

Aashish Pahwa (2020). What is Advertising? Examples, Objectives, & Importance.

Retrieved from https://www.feedough.com/what-is-advertising-
advertisingobjectives-examplesimportance/amp/?
fbclid=IwAR3cOQrurnbsaNcjiWQGtB7k6hk6ue_FQYOE3GR
_meAAl84vjNKanNW1nOg on December 6,2020.

Alkaraki, Omar F Khabour, Karem H Alzoubi, Lina MK Al-Ebbini, Zaid Altaany (2020).
Informed Consent Form Challenges for Genetic Research in Jordan
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nformed+consent+form&btnG=#d=gs_qabs&u=%23p%3Dx0lZE5KYWNcJ on
October 4,2020.

Amos et., Al (2010). Exploring relationship between celebrity endorser effects and
advertising effectiveness. International Journal of Advertising, 27(2), 209-234.

Azarian, R. (2011). Potentials and the limitation of comparative method in the social
science. International Journal of Humanities and Social Science, 1(4), 113-125.

Barker S., (2018). What is the Difference Between Celebrities and Influencers and Which
Does Your Brand Need? Retrieved from
https://smallbiztrends.com/2018/02/influencers-vs-celebrities.html on November
29,2020.

Belanche D., Cenjor I. & Rueda A. (2019). Facebook Wall versus Instagram Stories:
advertising effectiveness analysis. Retrieved from
https://www.emerald.com/insight/content/doi/10.1108/sjme-09-20180042/full/pdf
on September 20,2020.

Benneth & Coleman (2020). What is endorsement? Definition of Endorsement. Retrieved

from https://economictimes.indiatimes.com/definition/endorsements?
fbclid=IwAR2SX
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CELEBRITIES VS SOCIAL MEDIA INFLUENCERS: ADVERTISING EFFECTIVENESS

kuiGMrAWUcMaRlblfVgWpPUGUkFf9vMZFRItjAbF1AI2vjUhBJvQc&from=
mdr on December 6,2020.
Camota C. K., Ulep C. J., & Pascua M. C. J. (2017). The Effectiveness of Advertising
Media in Vicente, San Pedro, Laguna. Retrieved from
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23,2020.