Empirical Assessment of Celebrity-Backed Surrogate Advertising Effectiveness

Abstract

Celebrity endorsement is a standard marketing communication strategy to make a favourable impression on consumers. The study looked at how surrogate advertising used by celebrities influenced the opinions and purchases of Indian consumers. SEM was used to analyze the data after a questionnaire was used to collect it from respondents in Punjab and Haryana. The results demonstrated that celebrity endorsements in surrogate advertising, which influences customer buying decisions, are highly effective. According to the paper, celebrity endorsements may be designed to encourage consumer imitation because of the celebrities' perceived reliability, beauty, and skill. The study also highlights the significance of consumers' perceptions of celebrity advertising in influencing their decisions to purchase products based on surrogate advertising.