Role of Celebrity Endorsement and Consumers’ Perception towards Media Advertisements

Abstract

The objective of the study is to determine celebrity endorsements' effectiveness through various media. The study is to find out what are the core characteristics of the celebrity which make him/her more credible, on the basis of which, business' may select a better celebrity to promote their brand. The other aspect related to it is selection of media; which media can be preferred if the celebrity endorsement is used. The study is qualitative type of study which was conducted through the questionnaire. The questionnaire is exposed to 250 residents of Multan city. On this basis, analysis was done. The study found that expertise, sense of style and familiarity are core characteristics along with trustworthiness which determine the celebrity’s overall credibility. Celebrity's credibility, relevance with brand, his/her attitude towards brand and media selection as Television contribute toward the effectiveness of celebrity endorsement.                                                                                                                               

Keywords:Celebrity Endorsement, Expertise, Trustworthiness, Sense of style, Familiarity, Celebrity’s Credibility, Relevance with Brand, Attitude toward Brand, Media selection