The Use of Celebrity Endorsement with the Help of Electronic Communication Channel (Instagram): Case study of Magnum Ice Cream in Thailand
Independent thesis Advanced level (degree of Master (One Year)), 40 credits / 60 HE creditsStudent thesis
The Use of Celebrity Endorsement with the Help of Electronic Communication Channel (Instagram): Case Study of Magnum Ice Cream Thailand
How does the use of celebrity endorsement with the help of electronic communication channel (Social media: Instagram) affect the buying behavior of generation Y consumers in Thailand?
How can marketers use this marketing technique in an effective way to increase the number of consumers?
PURPOSE OF THE STUDY
The purpose of this research paper is to describe the buying behavior of generation Y consumers in Thailand with regards to the use of celebrity endorsement through the electronic communication channel (Instagram).
In this research study, both primary data and existing secondary data are used. A questionnaire of 436 target respondents was taken into account to answer the research question.
The use of celebrity endorsement through Instagram has a low effect on buying behavior of generation Y in Thailand. However, the result shows that this advertising technique easily reach to consumers and help them to know the product.
Place, publisher, year, edition, pages
2013. , 40 p.
Electronic Communication Channel
Economics and Business
IdentifiersURN: urn:nbn:se:mdh:diva-19135OAI: oai:DiVA.org:mdh-19135DiVA: diva2:626251
R2-302, Mälardalens University, Västerås, Sweden (English)
Maaninen Olsson, Eva