FENOMENA SELEBRITAS SEBAGAI MODEL IKLAN DARI SUDUT PANDANG SUMBER PESAN
At recent time, celebrities are easily found as product spokesperson. Marketer use celebrity in order to their product to be recognized. To do that, the spokesperson must be credible. Source credibility is very important, because the audience welcomes to credible spokesperson and reject incredible s...
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| Format: | Article |
| Language: | English |
| Published: |
Muhammadiyah University Press
2006-12-01
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| Series: | Benefit Jurnal Manajemen dan Bisnis |
| Subjects: | |
| Online Access: | http://journals.ums.ac.id/index.php/benefit/article/view/1198 |
| Summary: | At recent time, celebrities are easily found as product spokesperson. Marketer use celebrity in
order to their product to be recognized. To do that, the spokesperson must be credible. Source credibility
is very important, because the audience welcomes to credible spokesperson and reject incredible source.
Two dimension of source credibility related to the celebrity, those are attractiveness and expertise.
Research found expertise credibility more congruent to high involvement product, and attractiveness was
match to low involvement product. |
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| ISSN: | 1410-4571 2541-2604 |