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Growing Science » International Journal of Data and Network Science » Gender and age in the language of social media: An easier way to build credibility

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International Journal of Data and Network Science

ISSN 2561-8156 (Online) - ISSN 2561-8148 (Print)
Quarterly Publication
Volume 6 Issue 1 pp. 209-216 , 2022

Gender and age in the language of social media: An easier way to build credibility Pages 209-216 Right click to download the paper Download PDF

Authors: A.A.I.N. Marhaeni, I G W Murjana Yasa, Mochammad Fahlevi

DOI: 10.5267/j.ijdns.2021.9.007

Keywords: Celebrity Trust, Social Media, Credibility, Gender, Age

Abstract: 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.

How to cite this paper
Marhaeni, A., Yasa, I & Fahlevi, M. (2022). Gender and age in the language of social media: An easier way to build credibility.International Journal of Data and Network Science, 6(1), 209-216.

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Journal: International Journal of Data and Network Science | Year: 2022 | Volume: 6 | Issue: 1 | Views: 2498 | Reviews: 0

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