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INTERNATIONAL JOURNAL OF CREATIVE RESEARCH THOUGHTS - IJCRT (IJCRT.ORG)
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ISSN Approved Journal No: 2320-2882 | Impact factor: 7.97 | ESTD Year: 2013
Call For Paper - Volume 12 | Issue 6 | Month- June 2024
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Published Paper Details:
Paper Title
A STUDY ON THE IMPACT OF SOCIAL MEDIA ENGAGEMENT ON CELEBRITY CREDIBILITY
Authors
Darsh Nath Segal, Dr. Tijo Thomas
Keywords
celebrity credibility, marketing, consumer preference
Abstract
The study measures the impact of social media engagement on celebrity credibility on the basis of three parameters - Trustworthiness, Attractiveness and Expertise. It takes two popular actors of Indian Cinema and measures the overall response of social media users towards them regarding brand endorsements. The overall result is used to calculate their credibility in the minds of social media users.
The study takes into account 150 - 200 responses of people between the age group of 18-22 years based in Bangalore, Karnataka.
IJCRT's Publication Details
Unique Identification Number - IJCRT21X0027
Paper ID - 213175
Page Number(s) - c1-c41
Pubished in - Volume 10 | Issue 1 | January 2022
DOI (Digital Object Identifier) -
Publisher Name - IJCRT | www.ijcrt.org | ISSN : 2320-2882
E-ISSN Number - 2320-2882
Cite this article
Darsh Nath Segal, Dr. Tijo Thomas, "A STUDY ON THE IMPACT OF SOCIAL MEDIA ENGAGEMENT ON CELEBRITY CREDIBILITY", International Journal of Creative Research Thoughts (IJCRT), ISSN:2320-2882, Volume.10, Issue 1, pp.c1-c41, January 2022, Available at :http://www.ijcrt.org/papers/IJCRT21X0027.pdf
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Volume 12 | Issue 6
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ISSN: 2320-2882 Impact Factor: 7.97 and ISSN APPROVED Journal Starting Year (ESTD) : 2013
ISSN and 7.97 Impact Factor Details
ISSN: 2320-2882 Impact Factor: 7.97 and ISSN APPROVED Journal Starting Year (ESTD) : 2013
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