The Influence of Celebrity Endorsement on Consumer's view of Fashion Product

Abstract

Advertising is the activity that induces people in any target market to purchase goods. The advertisement message can be spread using a variety of media, including TV commercials, radio spots, print ads, online ads, billboard marketing, in-store ads, word-of-mouth (WOM) advertising, and endorsements. According to McCracken (1989), celebrity endorsements are a successful means of giving brands significance. It is impossible to overstate the likelihood that this will increase product sales. firms, including tiny firms, use celebrities to promote their brands for this reason. A celebrity endorser is “any individual who enjoys public recognition and who uses this recognition on behalf of a consumer good by appearing with it in an advertisement”. Celebrity endorsements can now involve a two-way dialogue thanks to social media and the internet. Consumers can quickly provide comments to businesses online, and they can interact with celebrities on social media. In contrast to other forms of one-way advertising like billboards, sponsored emails, display ads, and sidewalk signs, businesses and celebrities communicate with consumers differently through endorsements. Customers can post reviews and send direct comments to celebrities on social media networks, something one-way advertising cannot do.