مرکز منطقه ای اطلاع رساني علوم و فناوري - THE IMPACT OF CELEBRITY ENDORSEMENT ON CONSUMER BEHAVIOURS

Abstract :

As people are exposed to message bombardment by businesses, it is difficult for these messages to draw the attention of the target audience. One of the methods used to solve this problem is the use of celebrities in communication methods. Research indicates that celebrity endorsement in advertising substantially helps engage the target group and encourage product purchases. However, there is not any study, to our knowledge at least, related to the subject in the context of Azerbaijan. The purpose of this research is to investigate the effect of the celebrity endorsement in advertising on consumer behavior. A survey has been conducted for this purpose. According to the findings of the study, popularity of the ads that feature celebrities is higher than that of the ads that use non-celebrities, and the ads that use famous people are found to draw significantly more interest. Moreover, if the celebrity is a particulary popular figure among people, this effect will be manifold. Specifically, the brands featuring singers as their ambassadors will cherish and stimulate more confidence and thus promote higher sales. The celebrity person attribute as a hallmark of advertisements provides higher levels of confidence and results in more purchases compared to other features (i.e. music, slogan, message and product brand).