Celebrity endorser attributes, perceived social support and attitudes on the intention to register as organ donors
The premise of this study is to identify the impact of celebrity endorser attributes on intention to register as organ donors among university students in Malaysia. Nine celebrity endorser attributes were identified in this study that were expected to have an impact on attitude towards organ donatio...
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| Format: | Thesis |
| Language: | English English |
| Published: |
2017
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| Online Access: | https://eprints.ums.edu.my/id/eprint/38199/2/24%20PAGES.pdf https://eprints.ums.edu.my/id/eprint/38199/1/FULLTEXT.pdf https://eprints.ums.edu.my/id/eprint/38199/ |
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| Summary: | The premise of this study is to identify the impact of celebrity endorser attributes on intention to register as organ donors among university students in Malaysia. Nine celebrity endorser attributes were identified in this study that were expected to have an impact on attitude towards organ donation registration. In addition, in this study, the issue of involvement and altruism were assumed to moderate the relationship between the nine attributes and attitude towards organ donation. The role of attitude towards organ donation in mediating the relationship of celebrity endorser attributes and intention to register as organ donors was also studied. Another variable i.e. perceived social support was added with the assumption that it has a direct effect on intention to register as organ donors. The targeted sample is university students from North, South, Middle and East regions in Malaysia, using the purposive sampling. Data from 466 university students was used for statistical analysis. This research employed IBM Statistical Package of Social Science (SPSS) version 23 and Smart PLS 3.0 to analyse the data. Of the most important findings, this research suggests that likeability, charisma, authenticity and celebrity-cause congruence have direct effects on attitude on organ donation registration. In the same vein, attitude towards organ donation registration was found to mediate the relationship between likeability and authenticity towards intention to register as organ donors. Interestingly, issue involvement was reported to moderate the relationships between similarity, charisma and expertise towards attitude. In addition, altruism was also found to moderate significantly in the relationships of admirability, charisma, celebrity-cause congruence on attitude. Furthermore, this study has also documented the direct effect of perceived social support towards intention to pledge as organ donors. These findings are noteworthy as they contribute significantly to the body of knowledge and can be a great platform for future studies to determine the effectiveness of using celebrity endorsers in social marketing, particularly in the organ donation context. Limitations of the study, conclusions and recommendations for future researchers are also greatly discussed in this study. |
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