Abstract

The present study investigated the differences in brand name memorability and credibility of celebrity-endorsed advertisements presented in print and in Twitter. An experiment was conducted between two groups of participants. One group received treatments for print and the other for Twitter. Participants reviewed five advertisements, one of which contained a celebrity, then responded to 11 credibility belief statements and were tested on their memorability of the celebrity-endorsed ad. Significant differences were found in favor of remembering, buying and trusting a brand/product in celebrity-endorsed print ads. Significant differences were also found in the memorability of a celebrity-endorsed ad. The print group was more likely to remember the celebrity and/or brand presented via a celebrity-endorsed print ad.

Publication Date

12-6-2013

Document Type

Thesis

Student Type

Graduate

Degree Name

Communication and Media Technologies (MS)

Department, Program, or Center

Department of Communication (CLA)

Advisor

Bruce A. Austin

Advisor/Committee Member

Brian Barry

Comments

Physical copy available from RIT's Wallace Library at HF5826.5 .P35 2013

Campus

RIT – Main Campus

Plan Codes

COMMTCH-MS

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