Background: Celebrity endorsements is a marketing strategy that has been long used bymarketers to strengthen brands' reputations. Nowadays, due to the fast growth of socialmedia, number of people using social media increase day-by-day. Hence, the use of digitalplatforms as marketing channel has increasing. Plus, a changing shift from traditionalcelebrity endorsement to influencer marketing has also been observed whereby well-knownsocial media users are employed by brands to promote their products. Those people areknown as social media influencers (SMIs) and are deemed as non-traditional celebrities.According to advertising and marketing literature, celebrity endorsement is an effectiveapproach to improve attitudes towards brands and raise buying intentions. However, thereare limited research on the impacts of different types of celebrities on social media uponcustomers, especially in the perfume industry. Therefore, this study was created to fill this gap. Purpose: The purpose of this study is to explore the effect of Instagram influencers onVietnamese customer’s attitude and intentions in purchasing perfume. This paper adoptedthe Ohanian model of source credibility since the authors aim to examine associationbetween SMIs’ perceived attractiveness, trustworthiness, and expertise and customerattitude. The relationship between customer attitude and purchasing intention of perfumewas then also investigated. Method: The survey method was used as the research method. Online questionnaire wasemployed to gather primary data from the respondents in Vietnam. A total of 147 sampleVietnamese Instagram users participated in the survey and collected data was analysed usingthe SPSS 28.0 version. Conclusion: The research results showed that all three dimension of source credibilitymodel, attractiveness, trustworthiness, and expertise, had significant influences on customerattitude. Findings also demonstrated a positive relationship between customer attitudetowards SMIs and their buying intention of perfumes. This study made several contributionsto both theory and practice, which were also highlighted in this paper.

Background and purpose: Celebrity endorsements have a profound impact on consumers’ purchases and lifestyles. Pharmacists and student pharmacists must be aware of celebrity endorsements of over-the-counter (OTC) medications and dietary supplements to properly advise patients regarding safety and effectiveness, or lack thereof, of endorsed products. Educational activity and setting: An application-based activity was utilized in a self-care course to apply OTC medication and dietary supplement regulations to celebrity endorsements of these products. Students were asked to identify a celebrity endorsement of a product, providing: (1) the product endorsed, (2) celebrity endorser, (3) location of the endorsement, (4) summary of the endorsement and the endorsement itself, (5) assess if the endorsement violated any regulations, and (6) assess if the endorsement was in disagreement with evidence-based resources. Findings: Student pharmacists concluded that 30% of celebrity endorsements violated laws and regulations while 35% concluded the claims made were not supported by evidence-based literature. Interestingly, student pharmacists who selected the same endorsements did not always arrive at the same conclusions. Studied endorsements were frequently found to be in violation of laws and regulations governing OTC medications and dietary supplements and frequently were not supported by evidence-based literature. The activity described provides an innovative active-learning strategy to teach laws and regulations affecting OTC medications and dietary supplements.

This paper explores the 2020 Democratic Presidential Primaries through the lens of Marty Cohen's The Party Decides model. The model utilizes five key indicators in helping to predict who the party will decide as the nominee: widespread voter approval, key endorsements, fundraising, media coverage, and success in the Iowa caucus and New Hampshire primary. While the model has been an indicator for almost 50 years, two of the five recent primaries have shown that the candidates are the exception to the rule. This paper will either prove whether or not the exception becomes the rule, if the rule is no longer reliable, or if the model will hold true. In analyzing the top five candidates throughout the invisible primary and 10 key primaries and caucuses, this paper will determine the model's reliability.

This dissertation consists of three projects related to reputational effects in legislative elections. Building on the candidate emergence, repeat candidates and congressional donor literatures, these articles use novel datasets to further our understanding of repeat candidacy and the impact of interest group endorsements on candidate contributions. The first project examines the conditions under which losing state legislative candidates will appear on the successive general election ballot. Broadly speaking, I find a good deal of support for the notion that candidates respond rationally to changes in their political environment when determining whether to run again. The second project aims to measure the impact of repeat candidacy on state legislative election outcomes. Ultimately I find a reward/penalty structure through which losing candidates for lower chamber seats that perform well in their first election have a slight advantage over first-time candidates in their repeat elections. The final chapter of this dissertation examines the relationship between interest group endorsements and individual contributions for 2010 U.S. Senate candidates. The results of this chapter suggest that some interest group endorsements lead to increased campaign contributions, as compared to unendorsed candidates, but that others do not. This research points to a number of opportunities for future research as the relationship between endorsements and campaign resources is vastly understudied. / Political Science

Thesis (M.Tech.: Marketing)-Dept. of Marketing, Durban University of Technology, 2007 xvi, 156 leaves / The aim of this research is to evaluate students’ perceptions toward the market orientation of Proudly South Africa companies at Durban University of Technology. The Proudly South African campaign is currently very topical, having become a visible brand in its own right within the period of ten years, with the primary objective of creating job opportunities, supporting local companies by buying products that are produced within the boundaries of South Africa and to initiate nationalism among South Africans.

Thesis (M.Tech.: Marketing)-Dept. of Marketing, Durban University of Technology, 2007 xvi, 156 leaves / The aim of this research is to evaluate students’ perceptions toward the market orientation of Proudly South Africa companies at Durban University of Technology. The Proudly South African campaign is currently very topical, having become a visible brand in its own right within the period of ten years, with the primary objective of creating job opportunities, supporting local companies by buying products that are produced within the boundaries of South Africa and to initiate nationalism among South Africans.

Many companies choose to use celebrities as endorsers for their advertising campaigns. The two most common types are athletes and entertainers. The purpose of this thesis is to gain a better understanding of how celebrities, especially professional golfers, are used as endorsers in advertising.

M.Tech (Marketing, Faculty of Management Sciences) Vaal University of Technology / Given the pervasive use of celebrity endorsements and the high costs involved in this marketing strategy, it is important for marketers to have knowledge of the right set of procedures to follow in selecting an ambassador to market their products. This study draws from the undertones of Ohanian’s (1990:46) Source attributes theory, comprising elements of the Source credibility theory as well as the Source attractiveness theory. Whereas the former (trustworthiness and expertise) influences consumer attitudes and behaviour through a process called internalisation, the latter (attractiveness) influences receivers of marketing communication messages through a process called identification. The theory is useful when applied during the initial phase of selecting which celebrity to use to endorse products, to avoid costly mistakes of choosing celebrities that do not possess the right set of attributes for persuading consumers. The purpose of this study was to apply the Source attributes theory in understanding the key attributes towards consumers’ evaluations of the credibility of an athlete-celebrity endorser. Moreover, the influence of athlete endorser credibility on consumers’ attitudes and purchase intentions towards the celebrity endorsed advertisement. A quantitative study comprising a non-probability snowball sample of 456 consumers was conducted in 2016, in and around the five major towns of Southern Gauteng province in South Africa. The structured-self administered questionnaire requested participants to indicate their perceptions regarding the attributes of nominated athlete-celebrity, namely, trustworthiness, expertise and attractiveness in endorsing the selected product. In addition, the questionnaire related to consumers’ evaluations of the credibility of the selected athlete-celebrity, consumers’ attitude towards the advertisement where the athlete-celebrity appears and purchase intentions towards the endorsed product. Findings from the study indicated that South African consumers have positive perceptions of the selected athlete-celebrity’s trustworthiness, expertise and attractiveness. In addition, the measurement model was verified using statistical accuracy tests, thereby confirming that the purchase intentions model was a six-factor structure comprising trustworthiness, expertise, attractiveness, endorser credibility, attitude towards the advertisement and purchase intentions. The results of both the confirmatory factor analysis and the structural equation modelling suggest that the three dimensions are valid measures of the overall credibility of the athlete- endorser (R2=0.60). This finding provided support for the scale developed by Ohanian (1990) to be a valid vi measure for selecting celebrity endorsers when applied in South Africa. Moreover, the structural model validated the existence of significant, direct impacts of athlete-endorser credibility on attitude towards the advertisement (path estimate=0.704) and attitude towards the advertisement on purchase intentions (path estimate=0.741). Insights gained from this study will assist both marketing academics and practitioners to understand the perceptions of consumers towards the use of athlete-celebrities in product promotions in the South African market. In this regard, if a determination is made that a celebrity could enhance the marketing campaign, marketers should determine to what extent the celebrity should be used. The correct use of the right celebrity, selected in line with these findings, can help ensure greater consumer persuasion.

This master thesis will discuss elements of using celebrity in marketing communication. Theory will cover basic communication process, Elaboration Likelihood Model, and meaning transfer model but main focus will be in discussing various celebrity selection theories, identifying different risks involved in using celebrities in marketing communication and investigating ways how to utilize celebrities to enhance the communication. Several examples are included to provide connection to real life use of celebrities.

This study investigated the self-efficacy (also often referred to as self-confidence) of principals as determined by school administrator certification credentials and teaching endorsements at low performing middle schools in Mississippi. In educational literature, the term “self-confidence” is often referred to under the nomenclature of self-efficacy. In the context of an educational environment, self-efficacy pertains to a principal’s capability to organize and execute courses of action required in leading and managing a school. Successful school management requires a leader who is task oriented, consistently stays focused, employs effective strategies, and utilizes managerial skills. The investigation focused on the self-efficacy, as determined by credentials and endorsements, of the principals charged with leading and managing the 24 Mississippi middle schools that received Mississippi Department of Education accountability ratings of “D” or “F” in relation to student academic performance. The overall research question that guided the investigation asked: Did the self-efficacy of the principals charged with leading and managing the 24 Mississippi middle schools that received low accountability scores suggest any connection to the ratings? Based on the findings of the investigation, it may be concluded that the self efficacy of the principals charged with leading and managing the middle schools that received low accountability scores didn’t appear to have any connection to the ratings. Also, neither the principals’ certification credential levels nor teaching endorsements appeared to be factors.