Abstract:
Purpose
The idea of choosing this topic for research is due to the gradual increase in celebrity
endorsement in Pakistani telecom market. It was observed that Qmobile, Samsung, Huawei
and voice mobile have extensively spending on endorsing their smart phones and traditional
cell phones. Secondly, does this marketing tool really work in encouraging costumers to buy
a particular mobile handset? Does this create a positive impact on consumer buying behavior
and whether youth is influenced by these marketing activities done by the company or not?
Methodology
It is conducted within the premises ofBahria university Karachi campus and 400 respondents
participated to carry out this research. A survey was conducted that includes filling out of
questionnaires by the respondents. The sample population included male and female
belonging to age group of 18-25 years. One sample t-test and frequency test was applied to
get the results.
Findings
The analysis proposes that there is a positive impact of celebrity endorsement on consumer
buying behavior. Foreigner celebrities are considered as more reliable and credible on
account of information delivery and opposite gender celebrity endorsement is considered
more effective. Qmobile is the most selling smart phone brand in Pakistan and hired many
foreign renowned faces to endorse their phones.
Practical implications
The results and outcomes of this research can help the marketers and research analysts to
calculate the positive impact of celebrity endorsements on the mind of consumers. They are
willing to spend on such products and they want to see credible faces of foreign celebrities
more endorsing local products.
