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The Celebrity Endorsement Effect on Consumer Behaviour within the UK Fast Fashion Industry (2018)

Ref: market0163

With the growing importance of social media in a shopper’s purchase journey, companies are evolving and stepping up the endorsement game across different channels. This dissertation will explore the relationship between UK celebrity endorsements on a product and their impact on consumer purchase behaviour as a result of their involvement. It will also aim to understand the relation of traditional advertising, social media and fast fashion and what the effects of these three have on UK consumer purchase behaviour. The secondary data was collected as a result of the literature review that was related to the research question. Primary data was collected from an online questionnaire as well as interviews that involved 10 participants. As a result of this research, a conclusion was made that it is difficult to come up with a comprehensive answer due to the fact that there are so many variables that can occur in today’s society. However, it was found that younger generations are more susceptible to social media influencers and the older generation are more vulnerable to fast fashion celebrity endorsements. There are, like always, limitations to this research - as our society grows and expands, so does our knowledge therefore some of the research that has been previously expanded on is not as valuable to the actual conclusion of the study.

  • 12,000 words – 50 pages in length
  • Excellent use of literature
  • Excellent analysis of subject area
  • Well written throughout
  • Includes questionnaire
  • Ideal for international marketing students

1 - Literature Review
Consumer Behaviour
Elaboration Likelihood Model
Celebrities and the ELM Model
Celebrity Endorsement
Risks associated with Celebrity Endorsement
The Celebrity Endorsement Marketing Strategy
Ethical Implications of using Celebrity Endorsers
Framework and models
Hypodermic Needle Model
Celebrity Worship
Celebrity Attractiveness versus Celebrity Expertise
Celebrity Attractiveness
Celebrity Expertise
Comparison
Digital Influencers
The Meaning Transfer Model
Culture
Endorsement
Consumption
Criticisms
Brand Conceptualisation
What is a brand?
PCDL model
Fast Fashion and Social Media

2 - Methodology
Research Philosophy
Research Purpose
Research Questions and Aims
Primary Research Aim
Secondary Research Aim
Research Design
Method
Primary Research
Questionnaire Survey
Interview
Interview Design
The Participants

3 - Data Analysis and Discussion
Thematic Analysis
​Consumer Understanding & Motivation in regards to Fast Fashion
​Consumer Understanding and Motivation in regards to Social Media​
Differences in Attitudes and Behaviours
Profile of People That Are Aware of Celebrity Endorsements

4 - Conclusions
Research Conclusions
Analysis of Research Question One
Analysis of Research Question Two
Observations
Limitations and Ethics of Research
Suggestions For Further Research

References

Appendix

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