Celebrity Endorsement in Advertisement and Young Consumers’ Purchase Intention

Abstract

The purpose of this study is to examine the celebrity endorsement in advertisement and young consumers’ purchase intention. Because of the cluttering of advertisements, it has emerged as extraordinarily difficult for marketers to get the attention of younger clients. Marketers across the world are actually relying on celeb endorsements. Advertising and marketing messages advocated by using celebrities offer a better degree of appeal, attention on and recollect than those encouraged by means of non-celebrities. Many earlier kinds of research have measured the effectiveness of movie star endorsement and there is restricted evidence at the effect of movie star endorsement on buy aim. Accordingly, this study identifies three celeb qualities namely celebrity attractiveness, celebrity expertise and celebrity trustworthiness and their impact on young consumer buying intention. In addition, consumer gender, type, age, and occupation were also considered in evaluating the impact. Using a purposive sampling approach, data were collected from 100 respondents. Results show that among the influencing variables, physical attraction and celebrity trustworthiness have more influence on young consumer purchase intention that other variable. Based on the results several conclusions were drawn as well as certain recommendations were provided.