ManuScript Details
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Paper Id:
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IJGRD1019
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Title:
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THE IMPACT OF CELEBRITY ENDORSEMENTS ON CONSUMER BEHAVIOUR
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| Published in: |
International Journal of Global Research and Development |
| Publisher: |
IJGRD |
| ISSN: |
ISSN Applied |
| Volume / Issue: |
Volume 1 Issue 3 |
| Pages: |
8
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| Published On: |
6/22/2026 9:33:56 AM (MM/dd/yyyy) |
Main Author Details
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Name:
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Arya Shaju |
| Institute: |
Amity University |
Co - Author Details
| Author Name |
Author Institute |
| Liya Rajesh |
Amity University |
Abstract
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Research Area:
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marketing |
| KeyWord: |
Keywords: Celebrity Endorsements, Consumer Behaviour, Purchase Intention, Social Media Marketing, Brand Image, Consumer Trust |
| Abstract: |
Celebrity endorsements have become an important marketing strategy for influencing consumer perceptions and purchase decisions in today's competitive marketplace. The present study examines the impact of celebrity endorsements on consumer behaviour by analysing consumer trust, purchasing decisions, endorsement effectiveness, and the influence of different types of celebrities. A descriptive research design was adopted, and primary data were collected from 161 respondents using a structured questionnaire. The collected data were analysed using percentage analysis, Chi-square tests, and factor analysis.
The findings reveal that celebrity endorsements significantly influence consumer behaviour, particularly in terms of product awareness, trust, and purchase intentions. Athletes and social media influencers emerged as the most influential endorsers, while social media was identified as the most effective platform for celebrity endorsements. The study also found that although celebrity endorsements attract consumer attention and positively influence perceptions, product quality remains the most important factor affecting purchase decisions. The Chi-square analysis indicated a significant relationship between gender and perceptions regarding the impact of celebrity endorsements on product prices, whereas educational qualification showed no significant relationship. Factor analysis identified four key dimensions influencing consumer behaviour: consumer trust and purchase influence, celebrity image and social influence, perceived authenticity of endorsements, and brand prestige.
The study concludes that celebrity endorsements remain an effective marketing tool when supported by credibility, authenticity, and product quality. The findings provide useful insights for marketers seeking to develop effective endorsement strategies and strengthen consumer engagement in an increasingly competitive market.
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Citations
Copy and paste a formatted citation or use one of the links to import into a bibliography manager and reference.
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IEEE
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Arya Shaju, Liya Rajesh, "THE IMPACT OF CELEBRITY ENDORSEMENTS ON CONSUMER BEHAVIOUR", International Journal of Global Research and Development,
vol. 1, no. 3, pp. 53-60, 2026.
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MLA
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Arya Shaju, Liya Rajesh "THE IMPACT OF CELEBRITY ENDORSEMENTS ON CONSUMER BEHAVIOUR." International Journal of Global Research and Development,
vol 1, no. 3, 2026, pp. 53-60.
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APA
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Arya Shaju, Liya Rajesh (2026). THE IMPACT OF CELEBRITY ENDORSEMENTS ON CONSUMER BEHAVIOUR. International Journal of Global Research and Development,
1(3), 53-60.
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THE IMPACT OF CELEBRITY ENDORSEMENTS ON CONSUMER BEHAVIOUR
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Last downloaded on 22/06/2026
