ASSESMENT OF SOCIAL ADVERTISING EFFICIENCY PRESENTED BY CELEBRITY ENDORSERS USING THE COMMUNICATION MODEL COMMAP

The aim of presented research is to assess the efficiency of selected social advertising campaigns endorsed by popular Slovak celebrities. In order to determine likeability of particular campaigns, one endorsed by Lukáš Latinák (campaign „Blue butterfly" supporting muscular dystrophy patients)...

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Bibliographic Details
Published inEconomic and Social Development: Book of Proceedings pp. 181 - 193
Main Authors Strbova, Edita, Kacaniova, Magdalena
Format Conference Proceeding
LanguageEnglish
Published Varazdin Varazdin Development and Entrepreneurship Agency (VADEA) 18.05.2017
Subjects
Advertising
Attitudes
Audiences
Celebrities
Children
Communication
Consumers
Credibility
Customs
Dystrophy
Efficiency
Endorsements
Health promotion
International law
Marketing
Muscular dystrophy
Nonprofit organizations
Perception
Perceptions
Purchase intention
Youth
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Summary:The aim of presented research is to assess the efficiency of selected social advertising campaigns endorsed by popular Slovak celebrities. In order to determine likeability of particular campaigns, one endorsed by Lukáš Latinák (campaign „Blue butterfly" supporting muscular dystrophy patients) and the second endorsed by Michaela Čobejová (campaign „Different country, different customs" concerning international law protection of children and youth), we used the method of Communication Style Mapping - i.e. COMMAP model first presented by Eric DuPlessis. The perception of selected celebrity endorsers was measured by using semantic differential method. Research outcomes present the measure of social advertisement likeability within each dimension of the COMMAP model in relation to the perception of given celebrity endorsers by adolescent age group.
ISSN:1849-6903
1849-6903