To Study the Effectiveness & Perception Towards Celebrity Endorsement Across all Customer Gender Group

Abstract

Utilizing celebrity endorsement is a prevalent strategy in marketing. Notably, celebrities are currently featured in advertising, which has been a prevailing trend. This type of advertising has great potential since it attracts customers to the VIPs. They are overwhelmed by their mundane daily routine, hence they require guidelines and positive role models. The rationale behind employing celebrity brand ambassadors in advertising is to serve as a highly effective strategy for promoting businesses and goods. In the era of data and advertising, testimonials can capture consumers’ attention in marketing and enhance the perception of the marketed product. Their renown, glamour, grace, and charm are the reasons behind this. Hence, marketers are actively seeking renowned, influential, aesthetically pleasing, and optimistic testimonials to enhance a company’s reputation and promote its products. Celebrity brand ambassadors play a crucial part in the marketing and reputation of a company, as well as in the lives of customers. The daily routines and behavior of celebrities and the brands they endorse influence consumers’ mindsets and purchasing decisions. The objective of this study is to ascertain if celebrity endorsement is effective across all customer groups or if the perception of this marketing strategy varies based on individuals’ gender. Two consumer cohorts were surveyed regarding the impact of celebrity endorsements on their purchasing decisions and product demand. Recent findings indicate that there are still discernible disparities between male and female clients in their perception of celebrity endorsement. Each individual believes that advertising holds significance and occasionally alters their preferences based on a product’s promotional campaign. Women tend to have greater faith in celebrity brand endorsements and their influence on the promoted product compared to men, who are
more practical and hesitant about this phenomenon.