IMPACT OF ADVERTISING USING CELEBRITY ENDORSEMENT ON INTENTION IN NON-PROFIT SECTOR

Abstract

PURPOSE: Nonprofit sector is an essential and quickly developing publicizing area. In spite of the development, the effect of celebrities and involvement in a charitable setting is not completely investigated. Thus, the motive behind this study is to improve our insight and fill the gaps of previous works concerning the promoting viability of celebrities’ endorsers in a nonprofit sector setting. For this Indus hospital and celebrity Anwar maqsood is chosen for the study. METHADOLOGY: In this study survey method was adopted to collect the data. Web based questionnaire was used to collect the data from the people easily available on the social sites. Sample size of this study was 384 and sampling technique chosen was convenience sampling. To analyze the results frequencies, regression, anova and correlation was studied. FINDINGS: Result shows that if the connection between celebrity and organization social cause is linked or strong will increase the credibility on endorser use in the ad Results reveal that endorser should be trustworthy and credible to be better for the organization. The better the fit, the more the skill and dependability of the endorser is seen. Big names are not used to being specialists in social causes since that is not their standard work, but rather they can be trustworthy and extremely powerful. Involvement of the individual is low, the connection between the famous people and social cause will increase the use of celebrity in the ad PRACTICAL IMPLICATION: the outcome of this research is to point out the impact of connection between social cause and celebrity on intention to donate time and money.