THE IMPACT OF CELEBRITY ENDORSEMENT ON CONSUMER’S (YOUTH) CELL PHONE BUYING DECISION

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.