Propose Study of Purchasing Product: Quantifying the influences of Celebrity

Endorsement on the behavior of the grade 12 ABM Students at Arellano University – Juan

Sumulong Campus

Introduction

This research study approaches the impact of Celebrity Endorsement on purchasing

behavior Grade 12 ABM Students. The data of ( Ahmed, R. R., Seedani, S.K., M.K and Paryani,

S.K. 2015 ) Celebrity advertising is influential in every student because celebrities are seen as an

influencer with an appealing and attractive characteristic. Celebrity Endorser attracts the

attention of everyone to purchase a product they promote.

Students nowadays have a strong attraction and curiosity on what they’ve seen especially

when it's unique and promoted by a well known celebrity, this research confirmed that students

often buy things they’ve seen in social media, commercials together with the promotion of the

celebrity endorser.

Also Celebrity Endorsement has developed into different kinds of marketing strategy,

celebrity endorsers pursue to attract the consumers desire to purchase the product even the

services they endorsed. Celebrity Endorsers have the ability to be part of students' decision

making when it comes to budgeting and critical thinking. The analysis of the total effect of

celebrity endorsement on students' behavior is an overarching goal, to assert whether celebrities

actually had an effect on consumers buying intention, bad publicity and purchase intention were
taken into account. In order to gather results and conclusions about this, the researchers deal with

a quantitative approach to quantify and analyze data in numerical form.

Background of the Study

The study you mentioned is titled "Influence of celebrity endorsement of advertisement on

students' purchase intention" and was written by Adeyanju Apejoye. It was published in the

Journal of Mass Communication & Journalism in 2013. The study examines the influence of

celebrity endorsed advertisements on students' purchase intention. It highlights that while

celebrity endorsements are commonly used by companies to create awareness and positive

responses about their products, negative perceptions of the celebrity endorser or a lack of

congruity between the celebrity and the product can have a detrimental effect on consumers'

attitudes towards the product. Based on the results, the study recommends that the various

elements involved in producing celebrity-endorsed and non-celebrity-endorsed advertisements

should be carefully integrated to achieve desired outcomes.

This influence results from a number of things. First of all, famous people frequently have

sizable and devoted fan following. When a famous person recommends a product, their fans are

more inclined to pay attention and think about trying it for themselves. The consumer and the

brand may develop a strong emotional bond as a result of the affiliation with a popular figure.

Second, famous people are frequently regarded as authorities or experts in their particular

fields. When they recommend a product, it may imply a certain amount of experience and
trustworthiness, which may inspire buyers to have faith in them. Increased confidence in the

benefits and quality of the endorsed product may result from this trust.

The influence of celebrity endorsement have a significant impact on consumer purchase intent.

According to journal marketing theory and practice 27 (1), 103-121, 2019, The use of celebrity

endorsements in advertising has become a trend and a perceived winning formula of corporate

image building and product marketing. As existing media get increasingly cluttered, the need to

stand out has become paramount and celebrities have proved to be the ideal way to ensure

brand prominence.

Objective of the Study

This research study was mainly concerned to know the impact of celebrity endorsers on the

behaviour of ABM students in purchasing a product, also to determine the effectiveness of

celebrities to promote the products in different ways. In this study researchers want to know

the negative and positive effect of purchasing endorsed products to the Grade 12 ABM Students

in Arellano University Juan Sumulong- Campus.

•To know how the celebrities impact the behavior of the ABM students when it comes to

buying products.

•To determine the effectiveness of celebrities or influencer in promoting the products.

• To understand why grade 12 ABM students influenced by celebrities.

Statement of the Problem

In order to benefit the students ( particularly Grade 12 ABM Students ), this research

strives for Quantifying the Influence of Celebrity Endorsement on the Behaviour of the Grade 12

ABM Students at Arellano University - Juan Sumulong Campus.

1. How frequently do you purchase products that you've seen in endorsement?

2. Are you satisfied with purchasing a product endorsement?

3. Do you trust the celebrities who endorse the products you buy?

4. Do you think the celebrity endorsers are telling the truth about the product that

he/she is endorsing?

5. Are you aware about the Celebrity Endorsement in product promotion?

6. What are the reasons why you kept purchasing a product promotion of celebrity

endorsers?

7. How do you feel when you realize that you can't buy the product that the celebrity

endorsers are promoting?

8. Do you think the products that you purchase are essential to your daily lives?

Prove your answer.

Literature Review

According to Ahmed, R. R., Seedani, S. K., Ahuja, M. K., and Paryani, S. K. (2015)

Impact of Celebrity Endorsment on Consumer Behavior. This study employs a quantitative

approach to explore the impact of celebrity endorsement on purchasing behavior. The data of

200 respondents was obtained by questionnaire, and the findings were analyzed using SPSS. As

respondents, students from various colleges were asked about their perceptions of celebrities and
their traits, as well as the impact of celebrity endorsement on their purchasing behavior. It has

been determined that celebrity-endorsed commercials are more appealing than non-endorsed

advertisements. Furthermore, the tested celebrity qualities demonstrate a favorable association

with purchasing behavior and brand perception. It also demonstrated that celebrity endorsement

has a major impact on purchasing behavior.

Methodology

Research Design

This study used the descriptive quantitative research design. Descriptive quantitative

design involves test, survey, interview and observation to describe the status of characteristics by

a phenomenon or a situation ( Eggen & kauchak,2010 ) .Descriptive quantitative research design

aims to obtain information to systematically describe a phenomenon, situation or population.

More specifically, it helps answer the what, when, where and how questions regarding the

research problem, rather than the why.

This study determines the factor and effectiveness of the celebrity endorser to ABM students in

Arellano University-Juan Sumulong campus.This study concentrates on celebrity behavior when

he/she endorsing a product to the ABM students in Arellano University-Juan Sumulong campus.

To answer and to determine the data gathering procedure, the statistical treatment of the data

used for the accurate data analysis, and the specific problem posed for investigation.

Data Gathering Procedure

 To collect our data needed, first thing that researchers do is make a question and used

google form to make a survey. The survey contains 7 questions about quantifying the influences

of celebritiy endorsment on the behavior of the grade 12 ABM students. Before the researchers

send the survey via P.M. (Private Message) on Messenger to our fellow grade 12 ABM we asked

permission if it’s ok for them to answer it. After the respondents approve their consent,

researchers are permitted to conduct surveys. The study was introduced and explained to them so

that each students may have the ability to understand the questions and to answer them, which

will be needed for the collection of data. The respondents were given more than enough time to

respond to the questions. The researchers hope to get 30 respondents from Grade 12 ABM

students of Arellano University: Juan Sumulong Campus.. After collecting the data, the

researcher gathered it in order to add up the results and carry out the statistical analysis for the

study.

Instrumentation

The researchers created a questionnaire through Google Form to collect the responses of

the respondents to their surveys. The researchers also used social media platforms such as

Messenger and Facebook to hand out the survey questionnaire to the chosen participants. The

Google Form was also the tool that the researchers used to analyze and identify the data through

graphs and charts. The researchers also used a 3-point Likert scale to collect the respondents

opinions. Likert scale, the users responses will be based on their agreement and disagreement

levels.The 3-point Likert scale allows the researchers to include three extreme options with a

neutral choice. The researchers utilized the internet as their secondary source, which helped them

gather or collect data that was related to and needed in the study.

Research Locale
 The study was carried out at the Juan Sumulong Campus of Arellano University, which is

situated at 2600 Legarda Street in Sampaloc, Manila. The chosen Grade 12 Accountancy,

Business, and Management (ABM) Strand students from various sections of Arellano University

Juan Sumulong Campus for the academic year 2023–2024 serve as the respondents for this

study. The focus of this study will be on their responses and thoughts. These respondents are the

ones who have the necessary expertise to respond to the survey's study-specific questions. The

survey replies from the chosen respondents will enable the researchers to get the information

they require.

Participants and Sampling Techniques

Probability sampling was used by the researchers in order to satisfy certain requirements

connected to the study's aims and to provide a fair representation of the data. This choice was

carefully examined by grade 12 ABM students. students from various divisions in the Juan

Sumulong Campus of Arellano University. Additionally, you can be confident that the answers

won't be revealed because we respect their right to privacy and will only utilize their best

response.

References

Ahmed, R. R., Seedani, S. K., Ahuja, M. K., & Paryani, S. K. (2015). Impact of Celebrity

Endorsement on Consumer Buying Behavior. SSRN Electronic Journal, 16.

https://doi.org/10.2139/ssrn.2666148