Impact of Celebrity Endorsement on the buying behavior of consumers

Pradhuman Soni

Master's thesis

Abstract:

From the eighteenth century, celebrities have promoted a range of endeavours. Celebrities are increasingly interested in endorsing goods and services as each day goes by. It has arguably evolved into being one of the most significant advertising techniques. Celebrities constitute individuals who have gained widespread public awareness because they stand out for having traits like attractiveness as well as dependability. The celebrity endorsement market is now a billion-dollar business. A celebrity's popularity as well as the attractiveness are thought to draw attention to a specific advertising. Celebrities are used by marketers to sway customer decision-making and boost sales as well as market share. The goal of marketing is to have an impact on consumer behaviour. These efforts have consequences for the organisations conducting them, the customers they are attempting to impact, as well as the communities in which they take place. Therefore, the present research aims to study the impact of celebrity endorsement on the buying behaviour of rural consumers. The research is qualitative in nature and makes use of primary as well as secondary data collected from the various secondary sources The primary data is collected with the help of the survey method utilising google forms for questionnaire making and circulation amongst the respondents residing in the rural areas of the country. Primary data is collected from 160 respondents by circulating the links of google forms via social media networking sites like Facebook, Instagram, WhatsApp, etc. The data is then analysed making use of SPSS software for statistical tools and measures and Microsoft excel for graphical as well as tabular representation.

Keywords

Consumer Behaviour, Buying Behaviour, Celebrity Endorsement, Advertisment, Celebrities, Marketing Communication Mix, Endorsement, Advertising

Language used: English

Date on which the thesis was submitted / produced: 31. 3. 2024

Thesis defence

• Date of defence: 28. 5. 2024
• Supervisor: Ing. Tereza Balcarová, Ph.D.
• Reader: Veronika Zajíčková, externi

Czech University of Life Sciences Prague

Faculty of Economics and Management

Master programme:
Business Administration