Influence of celebrity endorsements in advertisements on the purchasing intentions among higher education students

Purpose This study explores the influence of celebrity endorsements on the purchasing intentions of higher education students. Understanding this impact is crucial as the use of celebrity endorsements in marketing continues to rise. Design/methodology/approach A quantitative approach is adopted, drawing on source credibility theory, social identity theory, elaboration model and theory of planned behavior. A stratified random sampling technique was used to select participants from various colleges. Data were collected through surveys and analyzed using reliability tests, percentage analysis, chi-square tests and one-way ANOVA. Findings Significant associations were identified between exposure to celebrity endorsements, attitudes toward endorsements and purchasing intentions. Social media influencers emerged as the most influential, followed by sports figures and actors, highlighting the role of celebrity endorsements in shaping consumer behavior among young adults. Research limitations/implications The findings are limited to a specific demographic group, which may affect generalizability. Future research could expand to include diverse regions and educational levels. Practical implications Marketers and advertisers can leverage these insights to create more effective celebrity endorsement strategies and enhance marketing campaigns. Social implications The study highlights the significant role of celebrity endorsements in influencing young adults’ purchasing decisions, shaping consumer culture and social identity formation. Originality/value This study provides insights into the dynamics of celebrity endorsements and their impact on purchasing intentions, offering valuable information for marketers, advertisers and policymakers to develop effective advertising strategies.