EFFECT OF CELEBRITY ENDORSEMENT ON PURCHASE INTENTION

Abstract

The advancement of technology has made everything digitalized and accessible to consumers, which has allowed businesses to cleverly use celebrities and influencers to increase their profitability. This research topic has gained the attention of researchers as it provides a unique insight into the ways in which brands are capitalizing on the influence of celebrities. Pakistan has also seen a rise in influential celebrities and social media influencers, who have the ability to impact the buying decisions of their followers. Consumers are more likely to trust and feel a sense of reliability and credibility towards celebrities, which can lead to increased sales for brands. However, the impact of the celebrity's relationship and opinions on the product can also impact the consumer's perception, leaving a slight chance of repeated purchases and benefiting the brand being endorsed.