The Impact of Celebrity Endorsement on Purchase Decision of Telecom Users- A Case of Engineering Students

Author's Name: M.Naresh Babu and Dr.K.Lavanya Latha
Subject Area: Social Science and Humanities
Subject Management
Section Research Paper


Celebrity Endorsement, Consumer Attitude, Purchase Decision, Student Buying Behaviour


The practice of celebrities being used for rendering services other than performing their actual job as either an actor or an athlete, such as endorsements has proliferated over time. Despite the cost and the risks involved with this technique of advertising, it is been used quite extensively in the present era. The instrument of celebrity endorsement has nowadays become a pervasive element in advertising and communication management. India as a country is known for loving its stars and more population of youth. The Indians idolize their boll wood actors and cricketers. The advertisers see this as an opportunity to grab and work on so as to expand their operations and promote their product. The present research paper focuses on examining the perception of these Indian youth Consumers about the celebrity endorsement process and the subsequent impact on their purchase decisions. Here we, with a literature review which provides an insight into the research done by the previous authors followed by the structure of the research method adopted to achieve the objective this study. A structured interview questionnaire approach has been adopted to investigate the attitude of the young engineering student consumer towards celebrity endorsement and how it affects their purchase decision. Most of the findings derived from analyzing the collected data unearthed some very interesting facts which have been summarised in the conclusion and also managerial implication relating to it has been discussed

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