Use of Celebrity in Social Marketing: An Empirical Study of the Attraction Phenomenon Nanda Ajit Kumar1,*, Pushpendra Khandelwal2 1Doctoral Student, Faculty of Commerce and Management, Sri Sri University, Cuttack, Odisha, India 2Associate Professor, Faculty of Commerce and Management, Sri Sri University, Cuttack, Odisha, India *Corresponding author email id: ajit.n2014ds@srisriuniversity.edu.in
Abstract Today celebrity endorsement has become a multi-million dollar industry in the world. 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. 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. The researcher used a very common method to collect the data needed in the research, that is a questionnaire. This questionnaire was designed to measure the use celebrities on social advertisement. This research study focuses on the celebrity endorsement and their perception. A quantitative method is used in this research in order to investigate the influence of celebrity on social advertisement. The data of 790 respondents is collected through questionnaire, and the results were analysed through the SPSS. It is concluded that celebrity-endorsed advertisements are more attractive than the non-endorsed advertisements. Finally, the results of the study further proved that there is a significant impact of celebrity endorsement on social advertisement. Top Keywords Celebrity, Endorsement, Attributes, Industries, Social, Customers, Advertisement. Top |