International Research journal of Management Science and Technology

  ISSN 2250 - 1959 (online) ISSN 2348 - 9367 (Print) New DOI : 10.32804/IRJMST

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A STUDY OF THE CELEBRITY ATTRIBUTES THAT INFLUENCE CONSUMERS IN SOCIAL ADVERTISEMENTS

    2 Author(s):  AJIT KUMAR NANDA, DR. PUSHPENDRA KHANDELWAL

Vol -  9, Issue- 3 ,         Page(s) : 417 - 429  (2018 ) DOI : https://doi.org/10.32804/IRJMST

Abstract

The objective of the present study is to analyse the attributes of the celebrities that influence the consumers in advertisement. The present study is descriptive in nature. The sample size was 790. The respondents belong to the state of Odisha, India. Primary data was collected through a structured questionnaire for the present study. Scale used is 5 point Likert scale i.e. 1 as lowest and 5 being highest. The secondary data sources are journal articles, books, and websites etc.

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