1School of Management and Business Studies, Mahatma Gandhi University, Kottayam, Kerala, India, He can be reached at tijothomaschal@gmail.com
2School of Management and Business Studies, Mahatma Gandhi University, Kottayam, Kerala, India, He can be reached at j.johney@gmail.com
JEL Classification Code: M3, M37
Celebrity-endorsed social advertisement is a common form of social marketing. The celebrities’ influence in changing the behaviour of a person is always considered as the prime reason behind these endorsements. This study aims at identifying the effect of celebrity's credibility in behavioural change among the advertisement viewers. Research participants (N = 116), selected on the basis of a convenient sampling process, consisting of students from M.G. University, Kottayam. Each participant was shown a social advertisement involving a celebrity. They completed a questionnaire that measured the respondent's perception about celebrity's credibility and social advertisement persuasion. Path analysis was used to evaluate the hypothesis. The research found out that the credibility of celebrity will have an effect on attitude towards advertisement and message comprehension as well as in creating an intention to change behaviour.
Celebrity's credibility, Consumer Intention, Social advertisement, Trustworthiness, Message comprehension
