Prioritization of Criteria for Celebrity Endorsement in Advertising Using the Analytic Hierarchy Process

Öz

This study aims to prioritize the criteria effective in the use of celebrities in advertising by using the Analytic Hierarchy Process (AHP) method, which is one of the multi-criteria decision-making methods. For this purpose, a three-level hierarchical structure was created in the research, consisting of a general objective, four main criteria (credibility, expertise, attractiveness, compatibility), and twelve sub-criteria linked to these main criteria. Calculations were made on the dataset created based on the expert opinions obtained from 30 academicians working in the field of advertising. According to the findings of the study, it was determined that the criterion with the highest weight among the main criteria for celebrity endorsement in advertising is credibility, with a weight of 0.42. Credibility is followed by compatibility with a weight of 0.24, expertise with a weight of 0.22, and attractiveness with a weight of 0.12. Among the sub-criteria under the main criterion of credibility, having a trustworthy image (0.62) stands out as the most important sub-criterion. For attractiveness, the sub-criterion of popularity (0.41) was found to be the sub-criterion with the highest priority, while for compatibility, congruence with the target audience (0.47) was identified as the sub-criterion with the highest priority. For the main criterion of expertise, it was concluded that the sub-criteria of career (0.42) and knowledge level (0.42) have equal priority. It is thought that the results of the research regarding celebrity endorsement in advertising, which is an important topic in advertising literature and industry practices, will be beneficial to both the literature and industry professionals.

Anahtar Kelimeler

• Celebrity Endorsement
• Advertising
• AHP
• Multi-Criteria Decision-Making Methods

Reklamda Ünlü Kullanımına İlişkin Kriterlerin Analitik Hiyerarşi Prosesi ile Önceliklendirilmesi

Öz

Bu çalışma, reklamda ünlü kullanımında etkili olan kriterlerin çok kriterli karar verme yöntemlerinden biri olan Analitik Hiyerarşi Prosesi (AHP) yöntemi kullanılarak önceliklendirilmesini amaçlamaktadır. Bu doğrultuda araştırma kapsamında dört ana kriter (güvenilirlik, uzmanlık, çekicilik, uyumluluk) ve bu ana kriterlere bağlı on iki alt kriterden oluşan üç seviyeli bir hiyerarşik yapı oluşturulmuştur. Ek olarak reklamcılık alanında çalışan 30 akademisyenden elde edilen uzman görüşlerine dayanarak oluşturulan veri seti üzerinde hesaplamalar yapılmıştır. Çalışmanın bulgularına göre, reklamda ünlü kullanımına ilişkin ana kriterler arasında en yüksek ağırlığa sahip olan kriterin 0,42 ile güvenilirlik olduğu tespit edilmiştir. Güvenilirliği sırasıyla 0,24 ağırlıkla uyumluluk, 0,22 ağırlıkla uzmanlık ve 0,12 ağırlıkla çekicilik kriterleri izlemektedir. Güvenilirlik ana kriteri altında yer alan alt kriterlerden güvenilir bir imaja sahip olmak (0,62) en önemli alt kriter olarak öne çıkarken çekicilik için popülerlik (0,41) alt kriterinin, uyumluluk için hedef kitle ile uyum (0,47) alt kriterinin en yüksek önceliğe sahip alt kriterler olduğu tespit edilmiştir. Uzmanlık ana kriteri için ise kariyer (0,42) ve bilgi düzeyi (0,42) alt kriterlerinin eşit önceliğe sahip olduğu sonucuna ulaşılmıştır. Araştırmanın reklamcılık literatüründe ve sektör uygulamalarında önemli bir konu olan reklamda ünlü kullanımına yönelik ortaya koyduğu sonuçlarla hem literatüre hem de sektör profesyonellerine faydalı olacağı düşünülmektedir.

Anahtar Kelimeler

• Reklamda Ünlü Kullanımı
• Reklamcılık
• AHP
• Çok Kriterli Karar Verme Yöntemleri

Kaynakça

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