IMPACT OF CELEBRITY ENDORSEMENT ON THE CONSUMER PURCHASING INTENTION

Abstract

Purpose. The main objective ofthe research is to find out the impact ofcelebrity endorsement on the consumer purchase intention. Celebrity trustworthiness, Celebrity Expertise, Celebrity Attractiveness, and Celebrity Brand Congruence are taking as celebrity’ element which are evaluated for the purpose on influencing purchasing intention. Methodology and Design: Cross sectional study, explanatory research, and quantitative research method is adopted for the current study. The sample population ofthe study will be 384 and the data will be collected with the help ofresearch questionnaire. Findings: The outcomes ofthe study reflect that all the features ofsocial media celebrity have positive and significant impact on the consumer purchase intention. Limitations: The study is limited to analyze the limited features of social media celebrities. Future studies can be made by integrating additional features ofsocial media celebrities. Recommendation: The study recommends that brand must select social media celebrities with accordance to their objectives and aims of products and services for improving consumer purchase intention.