Žymių žmonių reklamose poveikis vartotojų elgsenai
LTSiekdamos įgyti kuo didesnį konkurencinį pranašumą, organizacijos ieško kuo efektyvesnių būdų pasiekti vartotojus ir pelnyti jų pasitikėjimą ir lojalumą. Paskutinius dešimtmečius labai populiaru naudoti reklamos kampanijose žymius žmones. Todėl yra labai svarbu išsiaiškinti kaip vartotojų elgseną lemia tokio pobūdžio reklamų naudojimas. Pagrindinis šio straipsnio tikslas yra nustatyti žymių žmonių naudojimo reklamose ir vartotojų elgsenos sąsajas. Atlikus mokslinės literatūros ir empirinių tyrimų analizę, suformuotas žymių žmonių naudojimo reklamose poveikio vartotojų elgsenai modelis.
ENOrganizations are constantly trying to remain competitive on the market, and are looking for ways to differentiate themselves from competitors. The elements of the marketing complex and their various variations are commonly used to create uniqueness. Companies are developing massive marketing campaigns, spending huge amounts of money to maximize consumer attention. Namely, the desire to attract masses, their attention and increase the profit of the organization encourages companies to recruit celebrities to promote their products and brands. The use of celebrities in advertising is not new, these people are constantly seen on various television, online advertising and billboards offering to buy one or another product. Organizations are choosing this kind of advertising, hoping that it will help to increase sales, improve the image of the product or brand, and give it an impression of reliability and quality. However, this type of advertising has not only advantages but also disadvantages - famous people do not always behave properly and maintain a good reputation - so it‘s important to figure out how consumers are affected by this celebrities endorsement, what associations it is causing and how it influences consumers behavior. Object of the article - influence of celebrity endorsement on consumer behavior. Aim of the article – identify the coherence between celebrity endorsement and consumer behavior. Goals of the article: • After conducting the analysis of scientific literature, present the theoretical links of celebrity endorsement and consumer behavior; • To determine the level of the empirical investigation of the impact of celebrity advertising on consumer behavior; • Based on the analysis of theoretical and empirical studies, to identify the coherence between celebrity endorsement and consumer behavior.
