The Role of Celebrity Endorsement on Social Networks in Forming Brand Attitudes among Egyptian Youth

Abstract

Abstract This study examines the role of celebrity endorsement on social networks, represented by Instagram, in the formation of brand attitudes among the Egyptian youth. Two studies were conducted by the researcher. The first is a quantitative content analysis of a sample of the posts by most popular Egyptian celebrity endorsers. The content analysis presented quantitative results with the aim to clarify the nature of Egyptian celebrity endorsements on Instagram, in relation to variables such as celebrity endorsers, number of posts, post types, post features, items encouraging user-interaction, and brand-related content in endorsement posts. The second is a survey study that used a questionnaire to investigate six main hypotheses, celebrity endorsement contribution to brand attitude, brand attitude relationship with demographics, purchase intention relationship with demographics, brand attitude contribution to purchase intention, celebrity endorsement association with Instagram use, and celebrity endorsement association with exposure to Egyptian celebrities on Instagram. The six hypotheses of the study were tested. The first hypothesis is supported, as 43% of the variances in brand attitude could be explained by celebrity endorsement. Celebrity-product match-up, trustworthiness, and expertise were found to significantly contribute to positive brand attitudes. Familiarity, on the other hand, significantly contributes to negative brand attitudes. Similarity and attractiveness did not have a significant contribution to brand attitudes. The second and third hypothesis of the study expecting demographic variables to have significantly statistical differences in brand attitudes and purchase intention were rejected. Age, gender, education level, social status, and economic status did not have an influence on brand attitude among Egyptian youth. The fourth hypothesis was supported, as 60% of purchase intention decisions could be explained by brand attitudes. The fifth hypothesis that expects a significant relationship between celebrity endorsement and Instagram use was partially supported, as a significant positive correlation were found for all variables, except Familiarity. The sixth hypothesis that expects a significant relationship between celebrity endorsement and exposure to Egyptian celebrities on Instagram was confirmed for all variables. The study provides recommendations to advertising agencies and media researchers.