Qualitative study of source credibility and its various dimensions of measurements and its impact on receiver

Celebrity Endorsers helps ordinary consumers save their precious time by providing their expertise and personal charisma. In other words, by using an endorsement, the advertiser is asking the consumer to rely on the endorser's judgment about the service or product in making a purchase decision. There are also legal implications attached to the Celebrity endorser if consumer rights are not protected from the misleading advertising and other media sources. Source credibility also affects the consumers’ perceptions of the quality of health information on the Internet. This paper brings out qualitative analysis of literature on Source credibility and celebrity endorsers messages to the consumer and the impact of it on the receivers end.