Journal of Applied Structural Equation Modeling, Volume 2 Issue 2 – Published online: June 2018
THE EFFECT OF CELEBRITY ENDORSER ATTRIBUTES, ISSUE INVOLVEMENT AND PERCEIVED SOCIAL SUPPORT ON ATTITUDE TOWARDS ORGAN DONATION REGISTRATION
Stephen Laison Sondoh Jr, Faculty of Business, Economics and Accounting, Universiti Malaysia Sabah
Sharifah Nurafizah Syed Annuar, Faculty of Business and Management, Universiti Teknologi MARA Sabah
Andreas Totu, Centre for the Promotion of Knowledge and Language Learning, Universiti Malaysia Sabah
Geoffrey Tanakinjal, Labuan International College, Universiti Malaysia Sabah
Rayner Alfred, Faculty of Computing and Informatics, Universiti Malaysia Sabah
Corresponding Author: Sharifah Nurafizah Syed Annuar | Email: [email protected]
Celebrity endorsement has been extensively used in both profit and non-profit marketing. However, the effectiveness of the marketing strategy in the non-profit context is not clear. In generating a positive attitude towards organ donation registration, health and science literature have suggested the use of celebrity endorser. In addition, issue involvement is also assumed to yield favourable attitude towards organ donation. Furthermore, the influence of perceived social support has been greatly discussed in the organ donation literature. Despite these phenomena discussed in the literature, the role of the three variables on attitude towards organ donation registration is ambiguous. Thus, this paper is aimed to investigate the effect of celebrity endorser, issue involvement and perceived social support towards attitude. Data from 466 university students were gathered using purposive sampling. IBM SPSS Statistic 23 and SmartPLS 3.0 were utilized in data analysis. The findings from this paper showed that likeability, trustworthiness and issue involvement generate a positive attitude towards organ donation registration. Implications of this research to both practical and future research are also discussed. This paper hopes to increase researchers’ interest to further investigate and contribute to the literature of organ donation in the context of social marketing.
Citation: Sondoh, S. L. S., Annuar, S. N. S., Totu, A., Tanakinjal, G. & Alfrede, R. (2018), The Effect of Celebrity Endorser Attributes, Issue Involvement and Perceived Social Support on Attitude towards Organ Donation Registration. Journal of Applied Structural Equation Modeling. 2(2), 34-48.
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