Advertising professionals rely on the assumption that using a celebrity to endorse a brand will result in an increase in consumer recall of the brand. Advertisers believe that using a celebrity endorser will foster, in the mind of the consumer, a match or connection between the celebrity endorser and the endorsed brand. The results presented in this study, however, found that a celebrity recognized in a magazine advertisement did not increase consumer recall of the brand endorsed by the celebrity for both professional athlete celebrities and other entertainment celebrities who are not professional athletes. Furthermore, subjects in this study did not correctly identify the brand when previously exposed to the full magazine advertisement, even when the celebrity's face cued the subject for recall. The results of this study raise questions relative to using celebrity endorsements to enhance brand recall.

Celebrity Endorsements: Matching Celebrity and Endorsed Brand in Magazine Advertisements

Like and Shout: Brand Loyalty, Framing, and Fan Interactions on the BYU Football Facebook Page Zachary Anderson Miller School of Communications, BYU Master of Arts This research is intended to provide the stewards of social media for Brigham Young University’s football program with information that will allow them to make better decisions on what kind of content will maximize engagement and enhance brand loyalty among fans and consumers on Facebook. Using several variables, including the type or theme of content, post frequency, and sponsorship, content was compared against that from the University of Oregon’s football program for the 2017 season. The results, found using quantitative data analysis, reveal that some variables have a significant impact on the quantity of engagement from viewers for both programs and provide valuable insights that will allow the universities to improve how and what they deliver on their Facebook pages.

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Like and Shout: Brand Loyalty, Framing, and Fan Interactions on the BYU Football Facebook Page

Advertising is one of the very important promotional tools for any marketer. Marketers are spending enormous money for advertisement worldwide. Celebrity endorsement plays a vital role in advertising. Celebrity endorsement creates some impact on the buying decision of any customer. In India celebrities from cinema industry and sports are endorsing various products. In this study, importance of Shahrukh Khan as a brand endorser and his impact on various advertisements for goods and services are studied. Two hundred and twenty five college students from various disciplines at Thanjavur were included for primary data collection. College students' opinion about celebrity endorsement in general and also particularly about the various advertisement endorsed by Bollywood actor Shrukhkhan were studied. Findings of this study reveal that celebrity endorsement is indeed useful to brand recall and sales of goods and services. In India Sharukh khan really play a vital role in the Ad industry and create both positive as well as negative impacts among college students. Findings of the study also reveal that SRK can raise the sale of any product and he can convert the mass brand to class brand.

Perception of College Students about Celebrity Endorsement

The global digitization drive, accelerated by the 2020 health pandemic brought renewed research interest in the use and usability of learning management systems (LMSs). The purpose of this study was to propose validated usability guidelines for an LMS in an open distance and electronic learning (ODeL) context based on lecturers’ views of students’ needs. A set of usability requirements was abstracted from the literature and used as the basis for a heuristic evaluation (HE) of the institution’s LMS. The results were triangulated with the results of three other usability evaluation methods including usability testing with eye tracking, a post-test system usability scale (SUS) questionnaire and interviews. The primary contribution is the validated usability requirements for ODeL LMSs. A secondary contribution is the triangulation approach, which allowed a comparison of the usability evaluation methods’ results and confirmed HE as an effective and efficient evaluation method for LMSs. 

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Usability Requirements for Learning Management Systems in Open Distance Electronic Learning Environments: Considering Lecturers’ Views on Students’ Needs

The core objective of the study was trifold in nature (i) to investigate the social media habits among youth. (ii) To analyze the magnitude and direction of relationship among communicative use, friending, self-disclosure, bonding and bridging social capital among youth. (iii) To investigate the magnitude regarding the impact of communicative use, this includes the phenomenon of bonding, friending, bridging social capital and selfdisclosure among youth. A cross-sectional research design was followed, and n=384 students were selected from 6 renowned public universities of Punjab, Pakistan. Data was collected through a questionnaire comprised of socioeconomic status, media habits, friending, and self-disclosure, bridging and bonding capital items. Acquired responses were analyzed through SPSS-21, and hypothesis was tested through Pearson Correlation coefficient p<.01<0.5, and the magnitude of the effect was determined through a linear regression model. There was a significant positive correlation found between friending, communication use, bonding, self-disclosure, and bridging the social capital through social media and regression model findings showed a significant effect of communicative use on bonding social capital and self-disclosure on bridging social capital through social media among youth.

https://gssrjournal.com/jadmin/Auther/31rvIolA2LALJouq9hkR/oCzPaPaOVm.pdf

Social Media Habits of Youth in Pakistan and the Role in Developing Social Capital

The term „sports marketing“ developed in the United States as a way to analyze and implement strategies in which innovative as well as tried and true marketing techniques are used to financially support amateur and professional sports. With costs increasing, purveyors of ports must look for additional revenue beyond ticket sales and television fees. Corporations are searching for ways to increase the effective use of the advertising dollar. The partnership of the two parties has never been stronger than today, in the U.S. and abroad. In fact, sports collectively currently make up the 11th largest industry in the country. This article reviews the various aspects of the sports marketing mix including sponsorships, partnerships, the athlete, as well as the upcoming role of the web. The implications to corporations, the rising female athlete, and future challenges and opportunities are discussed

Contemporary Sports Marketing

/pdf/effects-of-social-media-usage-on-social-integration-of-1ahjm4ao9w.pdf

David A. Goodof

Papers

Contemporary Sports Marketing

Effects of Social Media Usage on Social Integration of University Students.