| Abstract [eng] |
Research necessity. Lithuania is committed to collect 100% of blood from unpaid donors by 2020, so free of charge blood donation needs to be advertised to attract blood donors. In such case, the research is done to testify effectiveness of national blood centre’s advertisements that includes celebrities’ endorsement. A research studies influence of celebrities’ endorsement on donation type that was not studied before – blood donation. Goal of the paper. To find out what is the influence of celebrity endorsement on intention to donate blood of Lithuanian speaking consumers Objectives of the research. To determine fit between celebrity endorsers and the cause they promote, to test the relationship between source credibility on intentions to donate blood, to test if attitude towards the ad mediates the relationship between celebrity credibility and intention to donate blood, to test if involvement with the cause moderates the relationship between celebrity endorsement and attitude towards the ad and relationship between attitude towards ad and intention to donate, to compare the answers of respondents by their demographic characteristics to determine possible target audience of the advertisement that includes celebrity endorsement. Value of the paper. The paper studied donation type that was not studied before in terms of celebrity endorsement technique. It was found that trustworthiness is the most important factor from source credibility construct for choosing a celebrity to advertise blood donation. It was discovered that involvement with blood donation plays an important role regarding intention to donate blood, thus, it is completely opposite than for other types of donations. Methods of the research. Theoretical analysis was done through literature review. Quantitative research was selected, online survey was a method to collect data, so convenience sampling method was applied. The data is analysed using SPSS v. 24.0 software. |
