How older consumers perceive advertisements with celebrity and KOL engagement

Description

Abstract
As most of the developed societies are ageing, how to engage older consumers in advertising and stakeholders engagement has become important to marketing communication practitioners. A qualitative study was conducted in March 2021 by interviewing a convenience sample of 20 persons aged 50 to 64 in Shandong, China. Interviewees most often recalled celebrity endorsers who frequently appear in popular TV dramas. Source attractiveness was the main reason for recalling the celebrity endorsers. Besides source attractiveness, source credibility, and congruency with image of the brand, interviewees considered moral qualities of celebrities important factors that brands should consider when selecting an endorser. Interviewees perceived that credibility of endorsers was associated with their moral behavior. Interviewees perceived that advertisements with celebrity endorsement could enhance brand awareness, create positive feelings about the brand, and enhance purchase intention. Interviewees perceived that traditional celebrities enjoy a higher level of credibility than online influencers. The study discusses the theoretical implications as well as the practical implications for marketing communications.

Number of attendees (for events)

80

Income

0

Expenditure

0

Period	20 Oct 2023
Event title	Guest lecture
Event type	Lecture
Location	Suzhou, ChinaShow on map
Degree of Recognition	Local