FENOMENA SELEBRITAS SEBAGAI MODEL IKLAN DARI SUDUT PANDANG SUMBER PESAN

Kussudyarsana Kussudyarsana(1*)

(1) Prodi Manajemen dan Bisnis FEB UMS
(*) Corresponding Author

Abstract

At recent time, celebrities are easily found as product spokesperson. Marketer use celebrity in
order to their product to be recognized. To do that, the spokesperson must be credible. Source credibility
is very important, because the audience welcomes to credible spokesperson and reject incredible source.
Two dimension of source credibility related to the celebrity, those are attractiveness and expertise.
Research found expertise credibility more congruent to high involvement product, and attractiveness was
match to low involvement product.

Keywords

product spokesperson, source credibility, celebrity, marketer

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References

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Freidmen, Hersey and Linda Friedmen (1979),” Endorser Effectiveness by

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_______, Michael J Santeramo, and Anthony Traina (1978),” Correlates

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Hovland, Carl I and Walter Weiss (19511952),“The Influence of Source Credibility

on Communication Effectiveness,”Public opinion Quarterly,15 (winter), 635-650.

Kahle, Lynn R. and Pamela M. Homer (1985),” Physical Attractiveness of the Celebrity Endorser: A Social

Adaptation Perspective, “Journal of Consumer Research, 11 (March), 954961.

McCracken, Grant (1986),”Culture and Consumption: A Theoretical Account.

DOI: 10.23917/benefit.v8i2.1198

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