Celebrity Endorsements and Their Influence on Students' Brand Perceptions
Divyaraj Singh Sisodiya
Sunny Jha
Rohit Das
(MBA) Lovely Professional University
Chapter 1
Introduction
Celebrity endorsements and their impact on brand perceptions among students represent a crucial area of study in today's digital marketing landscape. As university students increasingly engage with social media platforms, the influence of celebrities in promoting products and shaping brand perceptions becomes evident. Research by Alshetti and Al Mubarak (2019) highlights the interplay between social media elements like interactivity and shareability, which significantly enhance students' attitudes towards celebrity endorsements. Observations indicate that students favor endorsers they find trustworthy and relatable, aligning with broader literature on credibility and attractiveness as key factors. While Bahraini college students show unique preferences, they also mirror global trends, making this a critical area for marketers seeking to connect effectively through platforms like Snapchat and Instagram. This presents an opportunity to strategically tailor brand interactions that resonate with this demographic (Alshetti and Al Mubarak (2019)).
From Bosnia and Herzegovina, the study by Mersid Poturak & Nedim Kadrić (2013) observes that students often view celebrity endorsements as more compelling than noncelebrity advertisements, with such endorsements significantly shaping their brand attitudes. In contrast, research by Mrs. Deepa L & Dr. Giridhar K.V (2018) in India highlights the influence of celebrity expertise, popularity, and image in driving purchase intentions. These studies collectively demonstrate that while celebrity endorsements universally affect young consumers, regional and cultural contexts introduce distinct variances in how endorsements are perceived and acted upon (Mersid Poturak & Nedim Kadrić (2013)).
