Impact of Celebrity Face Value on Purchase Intention of Consumers

An Empirical Study from Delhi-NCR

Abstract

Social media platforms has played a key role in influencing consumers' purchase intentions. They help marketers understand the various factors affecting the purchase intention of consumers. The study attempts to measure how celebrity face value affects the consumers' purchase intention. An online questionnaire was sent to 350 consumers of Delhi NCR of which 240 responses were received. Simple Random sampling method is used to collect data from 240 consumers. Data analysis and validation were carried out using PLS-SEM Software. The findings advocate that trust in celebrities and their credibility has positive impact on purchase intention. Moreover, celebrity face value also affects the purchase intention of consumers significantly. Findings also suggest that personal experience and social media influence is less significant in affecting the purchase intention. Based on the research findings, the importance of the face value of celebrities, their trust, and the credibility of social media influence for influencing purchase decisions have been highlighted. This study also provides valuable insights into social media platforms and online shopping portals to develop effective marketing strategies. Most previous studies analysed the relationship between celebrity endorsement (Paid) and purchase intentions. Few studies have provided insight into the relation between the face value of a celebrity and purchase intention. The study studies that relationship. The face value of a celebrity refers to the innate attractiveness, popularity, and recognition of a celebrity in the public eye. It is the value that a celebrity adds merely by being associated with a brand or product, owing to their popularity, appearance, or personality independent of active promotion or participation. Companies may use a celebrity's face value to draw attention, generate trust, or establish prestige, even if the celebrity does not explicitly support the product. For example, using their picture on packaging or in marketing. Celebrity Endorsement means a formal and active association in which a celebrity promotes a product, service, or brand through ads, public appearances, or direct referrals. It frequently entails a contractual arrangement through the celebrity's active engagement in marketing the product, adding credibility and influence through personal endorsement or relationship.