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South African Black Generation Y Students' Perceptions

By Molelekeng, Boitumelo Vincent

South African Black Generation Y Students' Perceptions

0 - Default Title
Description
The use of celebrity endorsers is a popular marketing strategy in many countries. Typically, many marketers believe that using celebrities is a viable marketing strategy for attracting customers, increasing market share and improving sales for their market offerings. The celebrity endorsement strategy using local celebrities is increasing in South Africa. Many South African marketers are now using popular local black celebrities in an attempt to attract the prosperous black emerging middle class, known as Black Diamonds. Black Generation Y students offer great promise to marketers in the South African market as their tertiary education is likely to lead to higher future earning potential and subsequent entry into the already prosperous black emerging middle class segment. Given the increased use of local black celebrities and the market potential of the black Generation Y cohort in South Africa, it is important to investigate whether this marketing strategy may be effective when used in this segment. Celebrity endorsement may work effectively if the correct celebrity is chosen to promote a product but may have costly results if an inappropriate celebrity is chosen.
Product details
Binding:
Paperback
Number of Pages:
128
Release Date:
2025-10-30
Publication Date:
2025-10-30
Publisher:
LAP LAMBERT Academic Publishing
Languages:
Original: English
ISBN10:
6200523584
ISBN13:
9786200523587
Weight:
209 g
Height:
150 cm
Width:
220 cm
Thickness:
8 cm
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