A research on youth opinion towards celebrity endorsement: With special reference to Delhi region

The carry out of celebrity endorsements has been increasing rapidly over a period of time. The acceptance of celebrities by Indian advertising agencies has experienced a remarkable increase in the last 15 years. Celebrity-endorsed advertisements are accepted to be a valuable communication approach between the marketer and consumers. Four main elements constitute celebrity endorsements which are a) Attractiveness, b) Trustworthiness, c) Expertise, and d) Meaningfulness. Celebrity endorsers are used by contemporary Marketers to influence the opinion of consumers in order to boost their sales, expand their market shares, and overall goodwill of the company. As we see many celebrities are used in different marketing campaigns and in most cases as celebrity endorsers are mainly seen positively by the viewers. In the study, the researcher will focus on four main elements i.e., Attractiveness, Trustworthiness, Expertise, and Meaningfulness, and will study the opinion specifically of youth at large in the capital city of India.

In this study research approach taken is quantitative. The questionnaire is structured by collecting the data of 200 respondents through direct contact with respondents and a sample of responses was collected and analyzed accordingly.

The researcher tries to review existing literature available on celebrity endorsements, which provides an insight into the research topic and clarifies many important aspects related to the subject. In previous researches it is proven that consumers do get affected by celebrities as endorsers, people find celebrity endorsements more attractive and influential as compared to non-celebrity endorsements. Moreover, the tested attributes show a positive relationship between purchase intention and behavioral intention. In other terms, celebrity attributes do affect the purchase intention of consumers. Finally, the results of the study prove that celebrity endorsements do not much affect the buying behavior of the consumers.