Effect of Celebrity Attractiveness on Behavioral Change Intention: A Study on Celebrity Endorsed Social Advertisement

Abstract

Social Advertising is defined as a form of communication, whichis aimed at attracting public attention to the most pressingproblems of society. The use of endorsement for the socialadvertisement is a common phenomenon. The communication andadvertising literature have shown that attractiveness of the source
influences attitude and intentions of the message recipient. Inthis context, the study examines the impact of celebrityattractiveness on behavioural intentions. Research participants(N = 116) wereselected based on a convenient sampling process,consisting of students from M. G. University, Kottayam. Each of the participants was shown a social advertisement involving acelebrity. They completed a questionnaire that measured therespondent’s perception about celebrity’s attractiveness and socialadvertisement persuasion. Path analysis was used to evaluatethe hypothesis. The research found out that the attractiveness of
celebrity will have an effect on attitude toward advertisementand message comprehension as well as in creating an intentionto change behaviour. The research used attractiveness factor forevaluating the celebrity. Other factors like match-up hypothesis,celebrity credibility, are not considered here. The researcher also
failed to incorporate the time interval between the respondentviewing the advertisement and filling the questionnaire. Thefindings of the study suggest that the celebrity attractiveness willaffect the intention to change behaviour in a mediated mannerThis means the advertisers should consider the celebrity
attractiveness before selecting the celebrity for advertising.Inearlier studies the impact of celebrity attractiveness is studiedusing attractiveness relevant product as stimuli but this study usesa social message as stimulus. This is very important for socialadvertisers who use celebrity endorsement marketing strategy.