Gender and age in the language of social media: An easier way to build credibility

The use of celebrity endorsements is one of the most popular strategies used by companies today. Celebrities can bring product advantages through advertising and go beyond the complexities of competitive advertising communications. The company invests a large amount of money to get the atte...

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Autores principales:	A.A.I.N. Marhaeni, I G W Murjana Yasa, Mochammad Fahlevi
Formato:	article
Lenguaje:	EN
Publicado:	Growing Science 2022
Materias:	Social Sciences H Management. Industrial management HD28-70
Acceso en línea:	https://doaj.org/article/e4656fccd939438194787b7d360e88f5
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spelling	oai:doaj.org-article:e4656fccd939438194787b7d360e88f52021-11-10T14:30:41ZGender and age in the language of social media: An easier way to build credibility2561-81482561-815610.5267/j.ijdns.2021.9.007https://doaj.org/article/e4656fccd939438194787b7d360e88f52022-01-01T00:00:00Zhttp://www.growingscience.com/ijds/Vol6/ijdns_2021_69.pdfhttps://doaj.org/toc/2561-8148https://doaj.org/toc/2561-8156 The use of celebrity endorsements is one of the most popular strategies used by companies today. Celebrities can bring product advantages through advertising and go beyond the complexities of competitive advertising communications. The company invests a large amount of money to get the attention of consumers and gain a competitive position in the market. The purpose of this study is to explore the effect of celebrity trust on the credibility of advertisements, brands, and companies, then the influence between the credibility of advertisements, brands, and companies, and will also explore the role of gender and age as moderating variables. The study used a quantitative method, the sample was taken based on purposive sampling in Jakarta and used the artist with the most followers as the object of research who endorsed food and beverage companies. The results of this study explain that there is a significant influence between celebrity trust on all credibility, gender and age managed to moderate the influence of celebrity trust on credibility. This study provides input to managers and food and beverage companies in using endorsements on Instagram social media as their marketing strategy, especially for companies that have a market share of young people in accordance with the characteristics of the respondents in this study.A.A.I.N. MarhaeniI G W Murjana YasaMochammad FahleviGrowing SciencearticleSocial SciencesHManagement. Industrial managementHD28-70ENInternational Journal of Data and Network Science, Vol 6, Iss 1, Pp 209-216 (2022)
institution	DOAJ
collection	DOAJ
language	EN
topic	Social Sciences H Management. Industrial management HD28-70
spellingShingle	Social Sciences H Management. Industrial management HD28-70 A.A.I.N. Marhaeni I G W Murjana Yasa Mochammad Fahlevi Gender and age in the language of social media: An easier way to build credibility
description	The use of celebrity endorsements is one of the most popular strategies used by companies today. Celebrities can bring product advantages through advertising and go beyond the complexities of competitive advertising communications. The company invests a large amount of money to get the attention of consumers and gain a competitive position in the market. The purpose of this study is to explore the effect of celebrity trust on the credibility of advertisements, brands, and companies, then the influence between the credibility of advertisements, brands, and companies, and will also explore the role of gender and age as moderating variables. The study used a quantitative method, the sample was taken based on purposive sampling in Jakarta and used the artist with the most followers as the object of research who endorsed food and beverage companies. The results of this study explain that there is a significant influence between celebrity trust on all credibility, gender and age managed to moderate the influence of celebrity trust on credibility. This study provides input to managers and food and beverage companies in using endorsements on Instagram social media as their marketing strategy, especially for companies that have a market share of young people in accordance with the characteristics of the respondents in this study.
format	article
author	A.A.I.N. Marhaeni I G W Murjana Yasa Mochammad Fahlevi
author_facet	A.A.I.N. Marhaeni I G W Murjana Yasa Mochammad Fahlevi
author_sort	A.A.I.N. Marhaeni
title	Gender and age in the language of social media: An easier way to build credibility
title_short	Gender and age in the language of social media: An easier way to build credibility
title_full	Gender and age in the language of social media: An easier way to build credibility
title_fullStr	Gender and age in the language of social media: An easier way to build credibility
title_full_unstemmed	Gender and age in the language of social media: An easier way to build credibility
title_sort	gender and age in the language of social media: an easier way to build credibility
publisher	Growing Science
publishDate	2022
url	https://doaj.org/article/e4656fccd939438194787b7d360e88f5
work_keys_str_mv	AT aainmarhaeni genderandageinthelanguageofsocialmediaaneasierwaytobuildcredibility AT igwmurjanayasa genderandageinthelanguageofsocialmediaaneasierwaytobuildcredibility AT mochammadfahlevi genderandageinthelanguageofsocialmediaaneasierwaytobuildcredibility
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Gender and age in the language of social media: An easier way to build credibility

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