Abstract
Advertising has developed to be one of the prominent business exercises in the cutting edge world which helps to increase consumption of goods and products, therefore, having straight outcome on the economy. The spokesperson in advertisements can make the communication process extra effective when they are used according to the participation of the consumer. The intention of this study was to survey the influence of advertising spokesperson on trust building and purchase intention of the customer over a digital platform. The second motive of this paper was to inspect the relationship between customer’s trust and spokesperson in Indian advertisement. Man–Whitney U test was selected for hypothesis testing and variance between the expert and celebrity spokesperson was studied. The results disclosed that the purchase intentions are more positive for celebrity spokesperson advertisement, hence suggesting celebrity spokesperson is an effective way to raise consumer trust and increase their purchase intention for the product.
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Notes
- 1.
Includes contextual ads on search engine result pages, banner ads, Rich Media Ads, Social network advertising, interstitial ads, online classified advertising, advertising networks and e-mail marketing, including e-mail spam etc. [2].
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Jadhav, S., Kataria, R., Bisoyi, D. (2019). To Analyze the Impact of Spokesperson Used in Cosmetic Advertisements for Trust Building of the Indian Customers Buying Intention. In: Chakrabarti, A. (eds) Research into Design for a Connected World. Smart Innovation, Systems and Technologies, vol 135. Springer, Singapore. https://doi.org/10.1007/978-981-13-5977-4_50
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DOI: https://doi.org/10.1007/978-981-13-5977-4_50
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