Abstract:
The purpose of this study was to analyse the effect of celebrity endorsement on consumer’s buying behaviour. This study concentrated on the 15-34 years old consumer segment because a study by The Nielsen Global Survey (2015) revealed that this segment is the most influenced by celebrity endorsement.
The research examined the relationship between the key attributes of celebrity endorsers and consumers’ buying behaviour as well as their overall experience with celebrity endorsement. The study adopted a quantitative approach using a structured online questionnaire with a final sample of 23 respondents.
The findings revealed that celebrity endorsement has an effect on consumers. It also highlighted that consumers deemed four attributes more important for a celebrity endorser to possess: likeability, credibility, attractiveness and expertise. Based on these findings, it was calculated through descriptive statistics that Shimp’s NO TEARS Model and the Source Attractiveness Model are more effective in the choice of celebrity endorsers. Lastly, it was found that social media platforms are the most effective medias for celebrity endorsement, in particular Instagram.
