ISSN: 2226-3624
Open access
Celebrities are the personalities that are well known in public either because of their credibility or of their attractiveness or because of both of these. To leverage this, advertisers use celebrities in their advertisement to increase the effectiveness and heighten the credibility of commercials. Research has proven that celebrity endorsement does cast its impact, but other schools of thought attest the contrary. This study moves on the same line and affirms the impact of celebrity endorsement on customers’ buying intention. It will identify the factors that lead to celebrity’s influence on audience and also examine the effect of celebrity endorsement in advertisement. The study will examine celebrity endorsement from a strategic perspective and the impact of social networks on an organisation’s celebrity endorsement strategy.The study will focus on the way the audience receive, associate and identify with the product and social influence it creates.The purpose of this paper is to help organizations, business people and media to understand the importance of advertising as well as the best ways and tools to use in developing messages for advertisements to reach their target audience. This study will help marketers in making the right choice of celebrities to use in endorsing advertisements as well as considering how far advertisement will be effected. This paper will critically analyze how celebrity endorsement in advertisement as a tool affects and influences people’s opinions in marketing and its effect in the society compared to other forms of advertising. The methodology of collecting data for this paper will be through secondary research which will involve reviewing relevant literature such as journals, articles, texts, print media, social media and electronic media in this area of study. The data collected will be qualitative and quantitative which will be analysed and presented in forms of charts and tables.
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