ABSTRACT

As technology changes rapidly, marketing area has a challenge to have sufficient changes as well as to meet the demands from consumers. Online endorsement is becoming more familiar for being a strategy in digital marketing. This marketing way is often used to introduce a new product or to post a sale of a product. Online endorsements can use celebrities or non-celebrities as endorsees. Both of these can represent attachment to the consumer differently. The engagement could be seen from action people did right after seeing online endorsement. The research aimed to provide an insight on how online endorsees and consumers engaged to each other. A comparison between celebrity endorsees’ and non-celebrity endorsees’ engagement was also made. It used behavioral metrics implied from the online endorsement. It also used interpretative phenomenological analysis to analyze data. It would take a look at different capture of online endorsement.