Celebrity Endorsement and its Effect on Purchase Intention with Reference to Skincare Products in Sri Lanka
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In the current media landscape, advertisers use different celebrity personnel as brand ambassadors. As per the secondary evidences such advertisements with celebrities, are favourably judged by the viewers. Therefore, the primary objective of this study is to identify the influence of celebrity endorsement on customer purchase intention of skincare products. Accordingly, likability, credibility, personality, attractiveness of the celebrity is taken as independent variables, whereas consumer purchase intention is taken as the dependent variable. Primary data were collected through a survey using an online questionnaire. A sample of consumers were identified from Ratmalana area using the convenience sampling method. The study employs pure quantitative analysis using the SPSS 23 version software. As per the findings, credibility, personality and attractiveness were identified as the characteristics of a celebrity that have an effect on the purchasing intention while likability of a celebrity showed no effect. As implications, marketers need to hire more attractive celebrities, and they must make sure that the celebrities will not harm or disgrace the product that they are endorsing.