Implication of celebrity attributes to the effectiveness of advertising in Fast-Moving Consumer Goods (FMCG) business

Tan, Ying Ying (2018) Implication of celebrity attributes to the effectiveness of advertising in Fast-Moving Consumer Goods (FMCG) business. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

In a market where advertisement is playing an importance role to influence the customers, it becomes crucial for all companies to do effective measures to motivate and inculcate desire to purchase due to effective advertisement. Nowadays, approximately 56% of Malaysians are willing to spend on their favourite celebrities; while 30% would buy the products they endorsed. These statistics show the effectiveness of celebrity appeal as a means of persuasive communication. Therefore, the purpose of this research is to study the implication of celebrity attributes on the effectiveness of advertising in FMCG business. The data will collect using questionnaires from 384 respondents in Melaka, Selangor and Kuala Lumpur area. The factors that may influence the e effectiveness of advertising in FMCG business include credibility, attractiveness, and power. In this research, credibility and attractiveness were significant in influencing the effectiveness of advertising in FMCG business. Furthermore, the credibility was the dominant factor towards the effectiveness of advertising on FMCG business. The result of this study contributes exceptional judgement to marketers and the organizations in Malaysia.

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