The Influence of Celebrity Endorsements and Innovation on Fashion Customer Satisfaction
DOI:
https://doi.org/10.59247/bim.v1i1.2Keywords:
Celebrity Endorsement, Innovation, Fashion, Social Media, Customer SatisfactionAbstract
Celebrity endorsement is a popular promotional tool in the world because using celebrities can be interesting, fun and trustworthy by the public so that the promoted product can be known and recognized by consumers. Therefore, many companies and individuals who use the services of celebrities are no exception in the field of fashion. Many fashion brands use the services of these celebrities to market their products to increase purchase intention. Not only celebrity endorsements are able to increase the purchase intention of customers or consumers as for the latest innovations from the field of products, marketing, and others. If buying interest increases, it can be obtained from new customers or regular customers, which means there are repeat purchases. So that it can be one of the benchmarks of customer satisfaction. The purpose of this study was to examine the effect of celebrity endorsement and innovation on fashion customer satisfaction. This type of research is a literature study with a qualitative descriptive approach. The research findings state that Celebrity Endorsements have a significant effect on fashion customer satisfaction.
References
Ahmed, Dr. R. R., Seedani, S. K., Ahuja, M. K., & Paryani, S. K. (2015). Impact of Celebrity Endorsement on Consumer Buying Behavior. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.2666148
Angelova, N., Kiryakova, G., & Yordanova, L. (2017). The great impact of internet of things on business. Trakia Journal of Science, 15(Suppl.1), 406–412. https://doi.org/10.15547/tjs.2017.s.01.068
Anggito, A., & Setiawan, J. (2018). Metode Penelitan Kualitatif, Jawa Barat: CV.
Ayodele, M. S., & Oluwayemi, B. (n.d.). Effect of Product Innovation on Customer Satisfaction: An Overview of Insight Into Nigerian Service Market.
Carrillat, F. A., & Ilicic, J. (2019). The Celebrity Capital Life Cycle: A Framework for Future Research Directions on Celebrity Endorsement. Journal of Advertising, 48(1), 61–71. https://doi.org/10.1080/00913367.2019.1579689
Chiosa, R. (n.d.). Celebrity endorsement in fashion print advertising. 1.
Creswell, J. W. (2014). A concise introduction to mixed methods research. SAGE publications.
Gazzola, P., Pavione, E., Pezzetti, R., & Grechi, D. (2020). Trends in the Fashion Industry. The Perception of Sustainability and Circular Economy: A Gender/Generation Quantitative Approach. Sustainability, 12(7), 2809. https://doi.org/10.3390/su12072809
Herjanto, H., Adiwijaya, M., Wijaya, E., & Semuel, H. (2020). The Effect of Celebrity Endorsement on Instagram Fashion Purchase Intention: The Evidence from Indonesia. Organizations and Markets in Emerging Economies, 11(1), 203–221. https://doi.org/10.15388/omee.2020.11.31
Jamil, R. A., & Hassan, S. R. ul. (2014). Influence of celebrity endorsement on consumer purchase intention for existing products: A comparative study. Journal of Management Info, 1(4), 1–8. https://doi.org/10.31580/jmi.v4i1.18
Maloney, C. (2015). The economic impact of the fashion industry. US House of Representatives.
Munshi, A., & Munshi, S. (2012). Digital matketing: A new buzz word. ZENITH International Journal of Business Economics & Management Research, 2(7), 190–196.
Nelson, O. (2012). Multiple Uses of Celebrities in Brand Promotion: An Experimental Investigation.
Osei-Frimpong, K., Donkor, G., & Owusu-Frimpong, N. (2019). The Impact of Celebrity Endorsement on Consumer Purchase Intention: An Emerging Market Perspective. Journal of Marketing Theory and Practice, 27(1), 103–121. https://doi.org/10.1080/10696679.2018.1534070
Pandey, A., & Bhartiy, K. K. (2019). A review study and analysis on factors that influence impulse buying. International Journal of Research in Engineering, Science and Management, 2(2), 842–846.
Sudha, M., & Sheena, K. (2017). Impact of influencers in consumer decision process: The fashion industry. SCMS Journal of Indian Management, 14(3), 14–30.
Tsai, I.-C., & Lei, H.-S. (2016). The Importance and Satisfaction of Collaboartive Innovation for Strategic Entrepreneurship. EURASIA Journal of Mathematics, Science and Technology Education, 12(3). https://doi.org/10.12973/eurasia.2015.1601a
Yusuf, A. M. (2016). Metode penelitian kuantitatif, kualitatif & penelitian gabungan. Prenada Media.
Zipporah, M. M., & Mberia, H. K. (2014). The Effects OF Celebrity Endorsement in Advertisements. International Journal of Academic Research in Economics and Management Sciences, 3(5), Pages 178-188. https://doi.org/10.6007/IJAREMS/v3-i5/1250
Downloads
Published
Issue
Section
License
Copyright (c) 2023 Efa Wakhidatus Solikhah
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
