Authors:
S. Sri Nivetha, M. Balasuriyan, K.P. Naachimuthu, R. Leebika, P. Banupriya, Nikoletta Hossó

Addresses:
Department of Psychology (Govt. Aided), PSG College of Arts & Science, Coimbatore, Tamil Nadu, India. Department of Science and Humanities, Dhaanish Ahmed College of Engineering, Chennai, Tamil Nadu, India. Department of Protocol and Diplomacy, University of Physical Education and Sports Sciences, Budapest, Hungary. srinivethasrinivasan03@gmail.com, suriyanbala09@gmail.com, kpnaachimuthu@psgcas.ac.in, leebikarajan@gmail.com, banupriya@dhaanishcollege.in, hosso.nikoletta@kodo.hu

Abstract:

Celebrity endorsements wield substantial influence on consumer behaviour, particularly among young adults, yet the perceptions and attitudes towards these endorsements remain complex and multifaceted. This study aims to elucidate these dynamics by exploring the factors that shape young adults' responses to celebrity endorsements in the context of purchase intentions. Through qualitative research conducted in Tamil Nadu, India, among 50 participants aged 18-21, this study employed semi-structured interviews to delve into participants' perceptions of credibility, authenticity, and the relevance of celebrity endorsements. The findings reveal a spectrum of attitudes, ranging from skepticism about manipulative marketing tactics to genuine appreciation for endorsements aligned with personal values. Notably, influencers, especially those on social media platforms, emerged as influential figures in shaping purchasing decisions. Concerns regarding overexposure and ethical implications were prevalent, underscoring the need for transparent and strategic endorsement practices. The study emphasizes the pivotal role of authenticity and credibility in mitigating these concerns and fostering positive consumer responses. While celebrity endorsements wield significant influence, their effectiveness hinges on their perceived authenticity and alignment with consumer values. Brands must navigate these complexities by adopting transparent and responsible marketing strategies. By doing so, brands can effectively engage young adults, cultivate trust, and drive positive purchase intentions, fostering sustainable consumer loyalty.

Keywords: Celebrity Endorsements; Young Adults; Consumer Behavior; Authenticity and Credibility; Competitive Branding; Brand Promotion; Advertising Context; Influencer Marketing.

Received on: 23/11/2023, Revised on: 19/01/2024, Accepted on: 15/03/2024, Published on: 03/06/2024

DOI: 10.69888/FTSTPL.2024.000230

FMDB Transactions on Sustainable Technoprise Letters, 2024 Vol. 2 No. 2, Pages: 53-67

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