“VIEWERS” PERSPECTIVE: THE INFLUENCE OF CELEBRITY ENDORSER CREDIBILITY ON ATTITUDE TOWARDS SOCIAL MEDIA ADVERTISING

Abstract

There are many studies about the effectiveness of using celebrity endorsement as a part of commercials, yet it appears that there are restricted looks in online networking as a medium. This research aims to evaluate the effect of endorser credibility on attitude towards social media advertising. The review achieved in Indonesia and to be particular; it is among President University students, using non-probability sampling which is convenience sampling, and the researcher using 105 respondents. Three components to quantify the endorser credibility are trustworthiness, attractiveness, and expertise. For examining the influence, this research is utilizing an SPSS 16.0 test that is fit for testing the relationship between the factors. The analysis affirmed that trustworthiness, attractiveness, and expertise is significant and simultaneously influence to attitude towards social media advertising. Overall, the study gives strong confirmation of the effect of utilizing endorser in social media advertisement, and the outcomes help organizations to plan better advertising strategy.