The celebrity endorsement on television advertisements and the effect of y generation consumers' purchasing intentions: Mavi̇ jeans case

Television being a good advertising tool which is one of the traditional media devices used by the majority of companies. The celebrity endorsement is one of the featured enforcement on television advertisements. Companies have consistently struggled to increase consumers' purchasing behaviors in favor of them. Celebrity endorser's trustworthiness, attractiveness and expertise whom used on television advertisements can play a role on consumer's purchasing inclinations. In this study, the purpose was to determine the impact of celebrity endorser's trustworthiness, attractiveness and expertise whom act on television advertisements on individuals behavioral intentions (brand loyalty and word of mouth marketing). The views of high school and college students were evaluated for two celebrities consisting of a man and a woman, who are involved in television advertisements of Mavi Jeans (2015) The data were obtained from both a foundation university and a private high school students in Mersin province. Data obtained from 332 valid questionnaires were analyzed by descriptive statistical analysis, reliability analysis, exploratory and confirmatory factor analysis through structural equation modeling. When the results were examined, it was stated that %59 of participants were women, %58 of them were high school students and the most efficient channel was television for %60 of them. Besides, %56 of students were stated that film actress/actors whom used on television advertisements had influence on personal product purchasing. For the two celebrities, confidence scale of the source was tested through structural equation model and the specified sizes were accepted. Effects of each dimension on the behavioral intentions of consumer examined and having an impact on brand dependence and word of mouth marketing of the trustworthiness of celebrities used in the advertisement have emerged.