The effect of charitable giving by celebrities on the personal public relations

This study examined how charitable giving by entertainment celebrities influences celebrity personal public relations. Survey participants showed positive attitudes toward charitable giving. Attitudes toward charitable giving positively influenced celebrity credibility perception. Credibility also influenced attitudes toward the celebrities, which in turn positively influenced the purchase intention of their performance. Also, attitudes toward charitable donations were positively associated with attitudes toward the celebrities. Scholars and practitioners need to note charitable giving as an efficient and strategic personal public relations factor and method.