THE IMPACT OF CELEBRITY ENDORSEMENTS IN DIGITAL ADVERTISING ON CONSUMER PURCHASE BEHAVIOUR: EVIDENCE FROM INSTAGRAM USERS IN PAKISTAN

This study explores the impact of celebrity endorsement in digital advertising on consumer purchase behavior, with a specific focus on Instagram users in Pakistan. As social media platforms like Instagram become increasingly central to marketing strategies, understanding how celebrity endorsements influence consumer decisions is critical for businesses aiming to enhance their digital presence. Thus this study aims to investigate the relationship between celebrity endorsement across three dimensions -attractiveness, reliability, and expertise of the celebrity- and consumer purchasing behaviour by analyzing a quantitative survey data from 300 Pakistani university students (53% female, 47% male). The findings reveal that celebrity endorsement significantly and positively affects consumer purchase behavior, providing important insights for organisations looking to optimize their marketing strategies in the digital landscape.