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How Does Celebrity Endorsements Impact Consumer Buying Behaviour?

Celebrity support is now a million dollar industry. In this modern era, the world of advertising is changing from the classic way to the modern way. This modern method requires marketers to develop strategies that incorporate elements such as emotions and humour. The main purpose behind these strategies is to gain brand exposure, attention, interest, desire and behaviour. And for these strategies to work, marketers hire celebrities because they have the power to influence consumer buying behaviour. Due to their charismatic personality, some celebrities are valued for their credibility and charm. Many major brands use the concept of celebrity endorsement as a marketing communications tool. As consumers, we are surrounded by brands. We are exposed to millions of personalities on billboards and television. Each brand is trying to capture our time, tell us what they have to offer us, and educate us about the different features of our products. And that is the challenge. Marketers need to work on something that catches our attention. To achieve this, celebrity endorsements have been introduced. But the whole process of hiring a celebrity and playing a product celebrity match isn't as easy as it sounds. Designing these types of campaigns and planning how to make them successful is a long process that involves a complete understanding of products, celebrity selection, brand goals, and subsequent celebrity brand associations is required. Celebrities serve not only the purpose of attracting attention, but also the goals of high memory and notoriety. And for this to happen, marketers need to keep in mind the image of the product, as consumers want to consume only the product or brand that best suits their personality / image. Celebrity advocates put themselves between these two connections and connect a consumer-centric image and transfer the meaning to the product and from the product. Marketers also believe that while hiring celebrities, they succeed in instilling a desire to buy what their favourite stars recommend in this fascinating celebrity world. Celebrities are often considered idols by many, and celebrities make their products more attractive and desirable, so people want to follow their lead and try products that give them fame. In my opinion, in the world of advertising, celebrities are considered the most effective way to stand out from the crowd. This technique of involving celebrities in your brand is the key to building and enhancing the value of your brand. However, while choosing a brand celebrity is relatively easy, it's very difficult to build a strong connection between your brand and your recommendations. For this reason, celebrity recommendations are correctly said to be double-edged swords. If treated correctly, it can cause wonders to the company, and if not treated correctly, it can destroy the image of the company or the brand itself.


The main purpose of examining the theory of celebrity support for consumer intent to buy is to find answers to the following questions:
➢ Celebrity Impact on Consumers' Purchasing Intentions from a Reliability Perspective
➢ Impact of Celebrity Support on Consumers is in relation to product suitability between a product / brand and a celebrity.
➢ How confident are consumers about the appeal of celebrities?
➢ See how celebrity-recommended products make sense and how this affects your buying intent.
➢ The effectiveness of celebrity endorsements in the cosmetics women's segment is a major factor in assessing the impact of celebrities on cosmetics consumers' buying intentions and actively promoting celebrity endorsements that lead to success identifying the cause.