Degree

BS (Social Sciences & Liberal Arts)

Faculty / School

School of Economics and Social Sciences (SESS)

Department

Department of Social Sciences & Liberal Arts

Date of Award

Spring 2023

Date of Submission

2023-10-08

Advisor

Mohammad Ali Malik, Visiting Faculty, Department of Marketing

Committee

Syed Atif Murtaza Qaiser, Lecturer, Department of Marketing

Project Type

SSLA Culminating Experience

Access Type

Restricted Access

Abstract

The impact of celebrity endorsements on purchase intentions has been a focal point of academic research, often approached through data-driven methods. To gain deeper insights, our study engaged a group of individuals in their 20s, exploring their perceptions of celebrity product endorsements. The study underwent two focus groups, each consisting of 7 individuals – one with 20-24 year olds and the other with 25-30 year olds. The results were revealing. Celebrity endorsements often resonate with an individual's personal values, prompting a desire to experiment with the endorsed products. On platforms like social media, individuals form parasocial relationships with these celebrities, leading to a heightened trust in their recommendations. Our study also speaks volumes about how associating a celebrity with a brand heightens brand credibility, which ultimately excites the viewers to buy from the brand. Consequently, they're more inclined to purchase, even if it’s out of sheer curiosity. Our study underscores that a celebrity's positive image gets associated with the product they endorse, enhancing the brand credibility, a factor that seems to be mediating and strengthening the positive relationship between celebrity endorsement and purchase intention.

Pages

51

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