International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

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Impact of Celebrity Endorsement on Sales of Cosmetics

Author(s) Shahbaz Khan, Prof. Harsh Maheshwari
Country India
Abstract Today, celebrity endorsement is becoming a multi-million dollar industry worldwide. In advertising, marketers have endorsed celebrities with their products and brands to increase their sales and change viewers' perception of their brand, which positively affects their purchasing behavior. This study focuses on celebrity endorsement and its impact on customer purchasing behavior and their perception of a company's product or brand. This study uses a quantitative method to find out the effect of celebrity endorsement on purchasing behavior. The data of 100 respondents are collected through a questionnaire and the results were analyzed. Respondents learned how they perceive a celebrity and its characteristics and how celebrity endorsement affects their purchasing behavior. The conclusion is that celebrity-endorsed ads are more attractive than non-endorsed ads. It also showed that celebrity endorsement has a significant impact on purchasing behavior. Finally, the results of the study further showed that celebrity popularity has a significant impact on customer purchasing behavior. The study focuses on understanding consumer buying behavior based on various factors such as age, gender, income, media and many other relevant variables.
Keywords Celebrity endorsement, Buying behaviour, Advertisement
Field Business Administration
Published In Volume 5, Issue 3, May-June 2023
Published On 2023-05-04
Cite This Impact of Celebrity Endorsement on Sales of Cosmetics - Shahbaz Khan, Prof. Harsh Maheshwari - IJFMR Volume 5, Issue 3, May-June 2023. DOI 10.36948/ijfmr.2023.v05i03.2803
DOI https://doi.org/10.36948/ijfmr.2023.v05i03.2803
Short DOI https://doi.org/gr7hdm
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