| Title |
Patvirtinančios įžymybės parinkimas politinei reklamai pagal įžymybės savybes / |
| Translation of Title |
Selecting celebrity endorser for political advertising based on endorser's characteristics. |
| Authors |
Petrošiūtė, Julija |
| Full Text |
|
| Pages |
84 |
| Keywords [eng] |
celebrity endorser ; political advertising ; endorser‘s characteristics ; selecting celebrity endorser |
| Abstract [eng] |
The past decade has witnessed an increase in academic research that has examined the intersection of celebrity endorsement and political advertising. Previous researchers have proven that there is a difference in importance of celebrity characteristics when selecting an endorser for different product type (for ex. Beauty and technical product). Thus, there is a need to further explore and identify the most important characteristics of celebrity endorsers used in the political advertising, and to determine the impact of these characteristics on political opinion which impacts effectiveness of political advertising. Such a research would help to create recommendations for professionals seeking to select celebrity endorsers for political advertising. |
| Dissertation Institution |
Kauno technologijos universitetas. |
| Type |
Master thesis |
| Language |
Lithuanian |
| Publication date |
2018 |
