Author(s)

Reginald Esangbedo

Date Approved

8-8-2011

Document Type

Thesis

Degree Name

M.A. Public Relations

Department

Public Relations/Advertising

College

College of Communication & Creative Arts

First Advisor

Basso, Joseph

Subject(s)

Consumer behavior;College students

Disciplines

Public Relations and Advertising

Abstract

The purpose of this study was to determine the persuasiveness of celebrity endorsements on the purchase decisions of Rowan University students age 18-24, with specific regard to digital media players. The hypothesis of the study is that majority of Rowan students age 18-24 are persuaded to buy digital media players that are endorsed by celebrities they view favorably. The information gathered in the secondary research was used to develop questions for focus groups. The author of the study conducted two pre-test focus groups, after which the questions were modified. Once the questions were refined and finalized, the author conducted eight eight-person focus groups. Upon reviewing the results from the focus groups, the author found that most Rowan University students are not persuaded to purchase digital media players that are endorsed by celebrities they view favorably. The hypothesis was rejected.

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