Influence of Celebrity Characteristics on Advertisement Effectiveness among Children

Abstract: Celebrity endorsements in advertising, especially aimed at children, influence perceptions and behaviours. This study explores how traits like fame, attractiveness, and credibility affect ad impact. Understanding these dynamics helps marketers tailor ads to enhance effectiveness and highlights the need for responsible advertising practices. The study uses a descriptive design and stratified random sampling with a sample size of 384 children. Data were gathered via a structured questionnaire measuring celebrity influence, market characteristics, and ad content. Analysis included regression and statistical tools to assess the impact of various factors on ad effectiveness. Results show that Celebrity Characteristics and Endorsement positively influence ad effectiveness, while Relationship with Products and Market Impact has negative effects. Celebrity Influence has the highest positive impact, while Celebrity Endorsement shows strong positive influence. Statistical significance is confirmed for all variables, guiding effective advertising strategies. The study concludes that Celebrity Characteristics significantly enhance ad effectiveness among children. Advertisers should focus on selecting celebrities who align with product attributes and market trends to maximize impact. Findings emphasize the importance of thoughtful endorsement strategies in creating successful and responsible advertisements. Keywords: Celebrity Endorsement, Advertising Effectiveness, Children, Celebrity Characteristics, Consumer Behaviour