Abstract:
There is a limited understanding on the influence of social media celebrity endorsements, and
their impact on student’s perceptions and overall buying behaviour, and that is the research and
real-world problem that this study aimed to solve. According to Nirmala, Akila and Mahalaxmi
(2017) celebrity endorsements are a popular method of persuading consumers as they act as
influential icons that people look up to. This study can provide value for a range of different
brands within the South African market. The theoretical framework upon which this study is
based is McCracken's (1989) meaning transfer model. Qualitative questionnaires were utilised
to conduct the research as they allowed the researcher to gather in-depth information on
students' perceptions and experiences. Ten students were given the questionnaire and their
responses assisted in answering the research questions and solving the research problem. The
major key finding from the research is that social media celebrity endorsements are in fact an
influential tool that is used to create awareness of the brand being advertised. Therefore it was
found that social media celebrity endorsements have an overall positive influence on students
attitudes, perceptions and buying behaviour.
