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dc.contributor.advisorSteffens, Marthaeng
dc.contributor.authorWalsh, Lauren M.eng
dc.date.issued2011eng
dc.date.submitted2011 Springeng
dc.descriptionTitle from PDF of title page (University of Missouri--Columbia, viewed on August 23, 2012).eng
dc.descriptionThe entire thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file; a non-technical public abstract appears in the public.pdf file.eng
dc.descriptionThesis advisor: Professor Martha Steffenseng
dc.descriptionIncludes bibliographical references.eng
dc.descriptionM.A. University of Missouri--Columbia 2011.eng
dc.description"May 2011"eng
dc.description.abstract[ACCESS RESTRICTED TO THE UNIVERSITY OF MISSOURI AT REQUEST OF AUTHOR.] Advertisers constantly compete for consumers' attention and business. Thus, it is imperative for advertisers to develop superior strategies to gain consumer attention, increase product awareness and spur purchasing. Employing a celebrity endorser is an expensive but popular strategy. In 2010, 15 percent of all advertisements were celebrity endorsements (Crutchfield, 2010). Therefore, it is crucial that advertisers understand how celebrity endorsements influence consumers. Twenty in-depth interviews yielded thick descriptions of the impact cosmetic celebrity endorsements have on upper-class and middle-class females, ages 25-40. The research aims to discover what women think about celebrities endorsing mass-marketed cosmetic products. Particular emphasis is given to any differences between upper-class and middle-class women. This research applies the uses and gratifications theory as well as the concept of parasocial interaction. The findings suggest that women use cosmetic celebrity endorsements to gratify a variety of needs. Also, the research suggests that a parasocial interaction may manipulate the reception and use of a cosmetic celebrity endorsement. Overall, the study found that celebrity endorsements increase product awareness but do not increase purchase intent.eng
dc.format.extentvii, 228 pageseng
dc.identifier.urihttp://hdl.handle.net/10355/14918
dc.languageEnglisheng
dc.publisherUniversity of Missouri--Columbiaeng
dc.relation.ispartofcommunityUniversity of Missouri--Columbia. Graduate School. Theses and Dissertationseng
dc.rightsAccess to files is limited to the University of Missouri--Columbia.eng
dc.subjectparasocial interactioneng
dc.subjectproduct awarenesseng
dc.subjectpurchase intenteng
dc.subjectcelebrity endorsementeng
dc.titleThe beauty of celebrity endorsements : a study on audience reception of celebrity endorsed cosmetics with a view through the lens of upper-class and middle-class womeneng
dc.typeThesiseng
thesis.degree.disciplineJournalism (MU)eng
thesis.degree.grantorUniversity of Missouri--Columbiaeng
thesis.degree.levelMasterseng
thesis.degree.nameM.A.eng


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