Influence of celebrity-endorsed advertisements on purchase behaviour of young consumers

Purpose: This study aims to comprehend the impact of celebrity-endorsed advertisement’s effectiveness and purchase decisions among Indian youth. Design/Methodology/Approach: The study employed non-probabilistic convenient sampling and data were collected from a sample of 203 respondents in central India using a closed-ended questionnaire. Exploratory factor analysis was carried out using the Statistical Package for the Social Sciences (SPSS) and Confirmatory factor analysis was done using AMOS 24 software with structural equation modelling. Findings: The findings indicate that celebrity-endorsed advertisements effectively influence brand image, new brand promotion, brand appeal, perceived brand quality, and purchase decisions, but are less effective in enhancing brand credibility. Practical Implications: The study highlights the importance of celebrity-endorsed advertisements in shaping consumer behavior and suggests that marketers can leverage celebrities to improve various aspects of brand perception and purchasing behavior, although they may need to explore additional strategies to bolster brand credibility. Originality/Value: This research provides valuable insights into the effectiveness of celebrity-endorsed advertisements targeted at Indian youth, contributing to the broader understanding of how such marketing strategies influence consumer behavior in this demographic.