Abstract:

The purpose of this study is to investigate whether gender influence the perceptions of customers towards online advertisement using celebrity endorsers. This study will also studies the determinant factors that influence the perception of customers towards online advertisement using celebrity endorsers. Lastly this paper will study about the effect of online advertisement using celebrity endorsers to marketers. Questionnaires were distributed to 404 Malaysian respondents using various survey methods. Data collected is reliable for analysis and further studies. Analysis performed using descriptive and regression approaches. The study results suggested that based on the descriptive analysis, in overall for all questions asked, female respondents produced higher preference results compared with their male counterparts. In general, respondents first will look for endorsers who are trustworthy, followed with their appearance. Their expertise is the last factor that they are referring to. The study also suggested that for online product sales, endorser do not have large influence towards the consumers’ decisions and intentions to purchase online products in Malaysia. From the regression analysis results, the study shows that both male and female respondents produced similar highest correlating attributes. It is hoped that the results of this study can help to enrich the current vocabulary of marketing studies, especially in terms of the effectiveness of celebrity endorsement in one company’s marketing strategy and promotion. Key Words: Gender, Internet Shopping, Malaysia, Endorsement, Advertising, Marketing.

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