The Effects OF Celebrity Endorsement in Advertisements

Celebrities are the personalities that are well known in public either because of their credibility or of their attractiveness or because of both of these. To leverage this, advertisers use celebrities in their advertisement to increase the effectiveness and heighten the credibility of commercials. Research has proven that celebrity endorsement does cast its impact, but other schools of thought attest the contrary. This study moves on the same line and affirms the impact of celebrity endorsement on customers ’ buying intention. It will identify the factors that lead to celebrity’s influence on audience and also examine the effect of celebrity endorsement in advertisement. The study will examine celebrity endorsement from a strategic perspective and the impact of social networks on an organisation’s celebrity endorsement strategy.The study will focus on the way the audience receive, associate and identify with the product and social influence it creates.The purpose of this paper is to help organizations, business people and media to understand the importance of advertising as well as the best ways and tools to use in developing messages for advertisements to reach their target audience. This study will help marketers in makin