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The Driving Power in Consumer Purcha...

Kadadha, Mahmoud.

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The Driving Power in Consumer Purchasing.

Record Type:	Electronic resources : Monograph/item
Title/Author:	The Driving Power in Consumer Purchasing./
Author:	Kadadha, Mahmoud.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2021,
Description:	142 p.
Notes:	Source: Dissertations Abstracts International, Volume: 82-11, Section: A.
Contained By:	Dissertations Abstracts International82-11A.
Subject:	Sports management. -
Online resource:	https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=28491968
ISBN:	9798728239239

The Driving Power in Consumer Purchasing.
Kadadha, Mahmoud.

The Driving Power in Consumer Purchasing. - Ann Arbor : ProQuest Dissertations & Theses, 2021 - 142 p.

Source: Dissertations Abstracts International, Volume: 82-11, Section: A.

Thesis (D.S.M.)--United States Sports Academy, 2021.

This item must not be sold to any third party vendors.

This study specifically sought to clarify whether consumer behavior was determined by the power of a product brand or the power of the celebrity. With the proliferation of social media and company endorsement deals to various athletes, artists, and other celebrities, the question as to what influences consumer purchasing behavior becomes pertinent. The research will provide an understanding of whether celebrity endorsement influences the consumers' purchasing behavior. Prevalent research on the topic was inconclusive to this front, despite existing evidence that outlines that many companies value influencer marketing as a core strategy and celebrity endorsements.The theoretical framework informing the study as the source attractiveness model by Ohanian (1990). This framework is essential in understanding the efficacy of celebrity endorsement, or the impact of celebrity influence on consumer behavior. This particular model provides the specific effect of source attractiveness, source legitimacy, and source credibility in communication, thereby helping explain the efficacy of celebrity endorsements and influence on consumer behavior.The researcher employed a systematic investigation as the primary research design, with a quantitative research methodology. The overall aim was to investigate what factor among brand name, conventional celebrity, and social media influencer had the most impact on influencing consumer choice behavior. The independent variables under study were measured through item scoring, and the methodology was appropriate as it allowed the objective exploration of the subject matter. The sample population consisted of 800 male and female shoe consumers within the United States, engaged through the online survey platform Qualtrics. A semi-structured questionnaire was designed and dispensed by the researcher to obtain the necessary primary data.Several descriptive results were established, including that the participants had a moderate level of agreement regarding the brand (3.67), conventional celebrity (3.25), and social media influencers (3.18) in their consumption patterns. These influences had an aggregate statistically significant impact on consumer behavior and explained 52% of the variation in consumer shoe-purchasing patterns. The conventional celebrity also had a statistically significant influence on consumer behavior, along with the social media influencers, and the brand, with the latter having the most significant impact on consumer behavior. However, there were variations between men and women on how they rated the influence of these variables. Therefore, the current study suggests that organizations ought to consider the brand as it has an indelible impact on influencing consumer behavior.

ISBN: 9798728239239Subjects--Topical Terms:

3423935
Sports management.
Subjects--Index Terms:

Consumer behavior

The Driving Power in Consumer Purchasing.
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506 $a This item must not be sold to any third party vendors.
520 $a This study specifically sought to clarify whether consumer behavior was determined by the power of a product brand or the power of the celebrity. With the proliferation of social media and company endorsement deals to various athletes, artists, and other celebrities, the question as to what influences consumer purchasing behavior becomes pertinent. The research will provide an understanding of whether celebrity endorsement influences the consumers' purchasing behavior. Prevalent research on the topic was inconclusive to this front, despite existing evidence that outlines that many companies value influencer marketing as a core strategy and celebrity endorsements.The theoretical framework informing the study as the source attractiveness model by Ohanian (1990). This framework is essential in understanding the efficacy of celebrity endorsement, or the impact of celebrity influence on consumer behavior. This particular model provides the specific effect of source attractiveness, source legitimacy, and source credibility in communication, thereby helping explain the efficacy of celebrity endorsements and influence on consumer behavior.The researcher employed a systematic investigation as the primary research design, with a quantitative research methodology. The overall aim was to investigate what factor among brand name, conventional celebrity, and social media influencer had the most impact on influencing consumer choice behavior. The independent variables under study were measured through item scoring, and the methodology was appropriate as it allowed the objective exploration of the subject matter. The sample population consisted of 800 male and female shoe consumers within the United States, engaged through the online survey platform Qualtrics. A semi-structured questionnaire was designed and dispensed by the researcher to obtain the necessary primary data.Several descriptive results were established, including that the participants had a moderate level of agreement regarding the brand (3.67), conventional celebrity (3.25), and social media influencers (3.18) in their consumption patterns. These influences had an aggregate statistically significant impact on consumer behavior and explained 52% of the variation in consumer shoe-purchasing patterns. The conventional celebrity also had a statistically significant influence on consumer behavior, along with the social media influencers, and the brand, with the latter having the most significant impact on consumer behavior. However, there were variations between men and women on how they rated the influence of these variables. Therefore, the current study suggests that organizations ought to consider the brand as it has an indelible impact on influencing consumer behavior.
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