Promotional Tools And Consumers' Decision-Making Process : Comparing The Effect Of Selfie Promotion With Product Advertising And Celebrity Endorsement

Sow, Li Ying (2016) Promotional Tools And Consumers' Decision-Making Process : Comparing The Effect Of Selfie Promotion With Product Advertising And Celebrity Endorsement. [Final Year Project Report] (Unpublished)

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Abstract

This thesis aims to study the relationships of three types of promotional tools between consumer decision-making process and also the effectiveness of selfie promotion comparing to product advertising and celebrity endorsement. The research is constructed by using AISAS model as the framework and sequential mediating test to measure the effectiveness of the promotional tools. Experimental approach is being used to collect data for this research. 180 respondents have been participated in this research by using non-probability purposive and snowball sampling technique. Reliability test has been conducted to test for the overall data consistency. ANOV A test has being used to examine the significant level the experimental groups as the 3 types of promotional tools have been mixed up becoming 6 combination groups. Mediation test is being conducted to test for the path effectiveness for along the "attention" stage towards the "share" stage in AISAS model with mediator "interest", "search" and "action". The results of the research showed that all three types of promotional tools have positive indirect effect along the path. Selfie promotion too being showed that it has stronger effect comparing to the other two promotional tools. This research only conducted within one subject which is seafood restaurant, however future research can be done on other fields. Besides, the research only tested on one single path on the mediation test, more research can be done to make comparison for the other paths of the model.

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