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The Use of Celebrity Endorsement with the Help of Electronic Communication Channel (Instagram): Case study of Magnum Ice Cream in Thailand
Mälardalen University, School of Business, Society and Engineering.
Mälardalen University, School of Business, Society and Engineering.
2013 (English)Independent thesis Advanced level (degree of Master (One Year)), 40 credits / 60 HE creditsStudent thesis
Abstract [en]

TITLE

The Use of Celebrity Endorsement with the Help of Electronic Communication Channel (Instagram): Case Study of Magnum Ice Cream Thailand

RESEARCH QUESTION

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?

STRATEGIC QUESTION

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).

METHODOLOGY

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.

CONCLUSION

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.
Keyword [en]
Electronic Communication Channel
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:mdh:diva-19135OAI: oai:DiVA.org:mdh-19135DiVA: diva2:626251
Presentation
R2-302, Mälardalens University, Västerås, Sweden (English)
Supervisors
Examiners
Available from: 2013-06-17 Created: 2013-06-07 Last updated: 2013-06-17Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf