PAPER ID: Vol. I Issue I (April to June 2023 )/7-12/2

AUTHOR : Amit Kumar Pahwa

TITLE: EFFECTIVENESS OF CELEBRITY ENDORSEMENT ON BUYING BEHAVIOUR OF FEMALE COLLEGE STUDENTS

ABSTRACT: We are living in the world of advertising. Here there and everywhere, there is advertising all around us. Either turn on the TV or radio or while operating your mobile or reading some newspaper and magazine, we all are surrounded by advertisements. There is huge crowd of advertisements for a single category of product in the market. And it generates the information overload which is called advertising clutter and which consequently creates boredom among the consumers. Consumers are confused and it results in their distraction for the advertisements. Hence it is very tough practice for the advertisers to attract the mere attention of consumers towards their products. Celebrity endorsement has been emerged as a prominent technique to cut the advertising clutter and to steal the attention of consumers towards an advertised product. Now it is a matter of investigation whether celebrity endorsement is actually an effective technique of product promotion in terms of increased sales of the products and if it generates revenue for the producers. In the current study, the researcher aims to explore the effectiveness of celebrity endorsement in terms of buying behavior of female college students by conducting a survey over 200 female students of Dr. B.R. Ambedkar Govt (PG) College Jagdishpura (Kaithal).

KEYWORDS: Celebrity, Celebrity Endorsement, Buying Behaviour, Consumers, Female College Students

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