Reaction of Consumers to the Product/Service That is Endorsed by Specific Celebrities in Television Media

Abstract

Celebrities, models, anchors and sports icons provide a very common type of reference group appeal to consumers. Advertisers spend enormous amount of money to have celebrities promote their products/service, with the expectation that the audience will react positively to the celebrity’s association with it. This study investigates the reaction of consumers to the product/service that is endorsed by specific celebrities in Television media. The main objectives of the research are to find out whether consumers change their decision as a result of inspiration by a celebrity, to find out about the relationship between a product/service endorsed by a celebrity and its competitors and to see whether a product/service gains the same success if ordinary people appear in the television advertisement instead of celebrities. A convenience sample of 100 respondents was used for this study. Primary data was collected by distributing questionnaires and secondary data source was Internet, journals, past trends, past researches. Simple random sampling is used and frequency distribution was used for the interpretation of the data. It was clear from the study that the use of celebrities in television advertisements influences the buying decisions of consumers positively and the celebrity-endorsed advertisement is rated more positively than the identical versions with a non-celebrity. When done professionally, use of celebrities in advertising can be enormously profitable for brands.