Impact of celebrity endorsement in advertising on students’ purchase intention of cosmetics products

Abstract

A celebrity endorsement is typically defined as a recognizable person who uses this recognition to promote goods or services through an advertisement. Celebrity endorsers are widely used to attract dimensions (Rifon et al., 2016). The purpose of this study is to examine the impact of three celebrity attributes (attractiveness, trustworthiness, and expertise) on consumer purchasing intention. Data for the study was collected through questionnaire from 257 undergraduates in different regions of China. In other to achieve the objective of this study, three research hypotheses were formulated and analyzed using SPSS 26.0. The study found a positive and significant relationship between celebrity endorsement and consumer purchasing intention. Also, it indicates that all of the three dimensions (attractiveness, trustworthiness, and expertise) positively related to consumer purchasing intention. Therefore, the paper argues that celebrity endorsement is an effective marketing strategy for building a strong brand, and suggests that marketers must be careful enough to ensure a good endorser-brand fit in order to promote their products to a new height. (Ateke et al., 2015).