The effect of celebrity use in banking advertisements on customer satisfaction

Television, one of the traditional media tools, is a good advertising tool used by the majority of businesses. One of the prominent practices in television advertisements is the use of celebrities. The banking sector frequently cooperates with celebrities in its advertisements for reasons such as attracting more attention, giving confidence and increasing the number of customers. The subject of the research is celebrity use in banking advertisements and customer satisfaction. The purpose of this study is to examine whether individual customers' satisfaction with the bank they work with while benefiting from banking products and services varies according to bank advertisements and celebrities used in advertisements and whether their bank switching status is affected by these variables. The study also examines the demographic variables such as how much of the participants' income is utilized in the bank within the social and economic structure, the most common banking transactions, education level, age, occupation and gender in the relevant sample. In order to investigate this issue, a questionnaire was applied to individuals who have a bank account and watched the TV commercial. In line with the analysis of the data collected through questionnaires, it was concluded that the use of celebrity in banking advertisements has a significant effect on customer satisfaction.