.

ISSN 2063-5346
For urgent queries please contact : +918130348310

A STUDY ON PERCEPTION OF YOUNG CONSUMERS TOWARDS CELEBRITY ENDORSED ADVERTISEMENT

Main Article Content

Dr.D.Muthukrishnaveni, Dr Ajayraj Vyas2, Dr. N. Geethanjali3, Dr. Amol Murgai4, Khushboo, Dr. Santanu Modak
» doi: 10.48047/ecb/2023.12.si5.063

Abstract

Celebrities have long been used to endorse products and services in advertising, and their impact on consumers, particularly young consumers, is a topic of much interest. Celebrity endorsements can be effective in increasing brand awareness and sales, others have questioned their effectiveness, particularly among younger consumers. Perception of young consumers towards celebrity endorsed advertisements can be influenced by several factors. One of the most important is authenticity. Young consumers are often drawn to celebrities who they perceive as authentic and genuine. Another important factor is relevance. Young consumers are more likely to respond positively to celebrity endorsements when the celebrity is someone they admire or look up to. For example, if a celebrity endorses a product that is relevant to a young consumer's interests or lifestyle, such as fitness or fashion, they may be more likely to consider purchasing it. Objectives of the Study are r examine the preference of the young consumers on buying behavior regarding celebrity endorsed product. Primary sources are heavily relied upon for this analysis. This research relied on data acquired in the field. The information was gathered with the use of a well-structured questionnaire. The research is qualitative. Students from liberal arts institutions as well as technical universities are included on purpose. Google forms are used to create and disseminate the survey for primary data collection. Gupta (2007). 250 sample respondents are selected by using convenient sampling technique.

Article Details